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Media Communications

Media Communications
116-0356/01
čeština

Summary

Students will gain a basic overview of the media environment of the Czech republic (media law, media market – print, radio, television, outdoor) and also the theoretical foundations for media planning. In the context of media planning is solved by determining the media budget, the intensity of the campaign and its timing, media selection and their purchase. Part of the taught subject is also a control and evaluation of implemented media campaigns.

Literature

KATZ, H. Media Handbook. A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. 7th ed. London: Routledge, 2019. 256 p. ISBN: 978-1138352636 .
PAVLIK, V. John and Shawn McINTOSH. Converging Media: A New Introduction to Mass Communication. Sixth edition. New York: Oxford University Press, 2019. ISBN 9780190646653 .
OLIVER, Beth Mary, RANEY, A. Arthur and Jennings BRYANT. Media Effects: Advances in Theory and Research. 4th edition. New York: Routledge, 2020. ISBN 9781138590229 .

Advised literature

GESKEY, Ronald D. Media Planning & Buying In the 21st Century. Scotts Valley: CreateSpac, 2011. 552 p. ISBN: 978-1456505301 .
KATZ, H. Media Handbook. A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. 7th ed. London: Routledge, 2019. 256 p. ISBN: 978-1138352636 .
PAXSON, Peyton. Mass Communications and Media Studies. New York: Imprint, 2010. 264 p. ISBN 9781441108951 .


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Language of instruction čeština
Code 116-0356
Abbreviation MEK
Course title Media Communications
Coordinating department Department of Marketing and Business
Course coordinator Ing. Jaroslav Urminský, Ph.D.