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Public Relations

Public Relations
116-0333/01
čeština Public Relations
116-0333/02
čeština

Summary

The course deals with the issue of public relations as an important tool of marketing communication. Students will learn the essence of the functioning of this element of marketing communication and will be able to analyze individual PR tools and work with them practically.

Literature

KELLEHER, Tom. Public Relations. 2nd ed. Oxford: University Press, 2020. 464 p. ISBN 978-0-190-92509-3 .
PELSMACKER, P., M. GEUENS and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. Harlow: Pearson, 2021. 566 p. ISBN 978-1-292-32789-1.
WHITAKER, W. R., R. D. SMITH and J. E. RAMSEY. Mediawriting: Print, Broadcast, and Public Relations. 5th ed. New York: Taylor&Francis, 2019. 401 p. ISBN 978-1-138-34178-4 .

Advised literature

CLOW, Kenneth, E. and Donald BAACK. Integrated Advertising, Promotion and Marketing Communication. 8th ed. New Jersey: Pearson Education, 2018. ISBN 978-01-34484-13-6 .
LUTTRELL, Regina, M. and Luke W. CAPIZZO. Public Relations Campaigns: An Integrated Approach. Thousand Oaks: SAGE, 2019. 276 p. ISBN 978-1-5063-3251-2 .
SMUDDE, Peter, M. Managing Public Relations. 2nd ed. New York: Routledge, 2023. 352 p. ISBN 978-1-032-07676-8 .


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Language of instruction čeština, čeština
Code 116-0333
Abbreviation PR
Course title Public Relations
Coordinating department Department of Marketing and Business
Course coordinator Ing. Tereza Prešnajderová, Ph.D.