| Course Unit Code | 116-0356/01 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| URM003 | Ing. Jaroslav Urminský, Ph.D. |
| Summary |
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| 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. |
| Learning Outcomes of the Course Unit |
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1. To characterize the particular elements of the media mix.
2. Specify indicators for measuring media market.
3. Design a media plan.
4. Through measurement and testing to assess effectiveness of media communication.
5. Assess the content of media campaign from a legislative and ethical perspective. |
| Course Contents |
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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. |
| Recommended or Required Reading |
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| Required Reading: |
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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. |
JIRÁK, Jan a Barbara KÖPPLOVÁ. Masová média. 2. vyd. Praha: Portál, 2015. 390 s. ISBN 978-80-262-0743-6.
PŘIKRYLOVÁ, Jana et al. Moderní marketingová komunikace. 2. zcela přepracované vyd. Praha: Grada, 2019. 344 s. ISBN 978-80-271-0787-2.
TAHAL, Radek et al. Marketingový výzkum - Postupy, metody, trendy. 2. vyd. Praha: Grada, 2022. 296 s. ISBN 978-80-271-3535-6. |
| Recommended Reading: |
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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. |
KAWASAKI, Guy a Peg FITZPATRICK. Umění sociálních médií: silné tipy pro silné uživatele. Přeložil Marek ČTRNÁCT. Tetčice: Impossible, 2017. 160 s. ISBN 978-80-87673-30-0.
ROZEHNAL, Aleš. Mediální právo. 2. rozš. vyd. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2015. 463 s. ISBN 978-80-7380-549-4.
SEDLÁKOVÁ, Renáta. Výzkum médií: Nejužívanější metody a techniky. Praha: Grada, 2014. 548 s. ISBN 978-80-247-3568-9. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit and Examination | Credit and Examination | 100 (100) | 51 |
| Credit | Credit | 35 | 20 |
| Examination | Examination | 65 | 30 |