Media Communications

Type of study	Bachelor
Language of instruction	Czech
Code	116-0356/01
Abbreviation	MEK
Course title	Media Communications
Credits	5
Coordinating department	Department of Marketing and Business
Course coordinator	Ing. Jaroslav Urminský, Ph.D.

Subject syllabus

1. Introduction to the media. Media, media types (TV, radio, print, outdoor, internet, social media), the importance of the media,the media mix.
2. Media in the Czech Republic. Media market, ownership structure in the Czech Republic.
3. Media legislation. Press law. Transmission. Media public services. Quantitative and qualitative restrictions on advertising.
4. Press. Print market. Outdoor. The outdoor advertising.
5. Radio. The radio advertising.
6. TV. TV advertising market. Product placement.
7. Media planning. Basic concepts and principles.
8. Media strategy, media planning, marketing, communication and media goals.
9. Media planning. The setting the budget. The intensity of the campaign.
10. Purchase media and media agencies.
11. Efficiency of the media in campaigns. Monitoring and evaluation of the media plan. Crisis communication with the media.
12. Modern trends and digital media.

E-learning

Odkaz na e-learningové materiály: https://lms.vsb.cz/course/view.php?id=132477

Literature

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

Advised literature

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

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