Study programmes / C-EM Economics and Management / Promotion and Media
Course code:PAM
Course title in language of instruction:Propagace a média
Course title in Czech:Propagace a média
Course title in English:Promotion and Media
Mode of completion and number of credits:Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/1; part-time, 16/0
(full-time, hours of lectures per week / hours of seminars per week; part-time, lectures per period / seminars per period)
Language of instruction:Czech
Level of course:master continuing
Semester:SS 2018/2019 - FBE
Name of lecturer:doc. Ing. Jana Turčínková, Ph.D. (examiner, instructor, supervisor)
Prerequisites:Final Bachelor Exam
Aims of the course:Objective of this course is to provide knowledge of trends in marketing communication and marketing communication planning. Seminars are aimed at practical skills, abilities and a team work when preparing a team project.
Course contents:
1.Consumer behaviour in marketing communications (allowance 4/2)
2.Segmentation ana positioning (allowance 4/2)
3.Functioning of the advertising and media market (allowance 6/4)
a.Social, ethical and regulatory aspects
b.Advertising and PR agencies
c.Account and brand management
d.Comparison of in-house and external agencies
e.campaign development

4.Marketing communication tools - advanced applications (allowance 6/2)
a.Public relations
b.Event marketing
c.Trade fair
d.Sales promotion
e.Direct marketing
f.eMarketing and social network

5.Media Strategy - advanced applications (allowance 4/2)
a.Media indicators, knowledge of the target groups
b.Develop a media plan

6.Evaluation of the communication effectiveness (allowance 4/2)

Learning outcomes and competences:
Generic competences:
-ability to create new ideas (creativity)
-ethical commitment
-leadership skills

Specific competences:
-Student can build a media plan
-Student has an overview of various media
-Student is able to develop a marketing campaign
-Student knows the principles of brand building
-student knows the principles of communication mix
-student knows the principles of public relations
-Students can develop a corporate identity strategy
-Students can prepare a press conference and write a press release

Type of course unit:optional
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture26 h16 h
     practice13 h0 h
     field work4 h0 h
     consultation0 h16 h
     public presentation (oral)1 h0 h
     preparation for exam26 h50 h
     preparation for regular assessment10 h0 h
     preparation for regular testing10 h0 h
     preparation of presentation4 h0 h
     elaboration and execution of projects16 h0 h
     writing of seminar paper0 h28 h
Total110 h110 h

Basic reading list
  • YOUNG, M. Ogilvy o reklamě v digitálním věku. 1st ed. Svojtka & Co., 2018. 288 p. ISBN 978-80-256-2159-2.
  • HALADA, J. Marketingová komunikace a public relations: výklad pojmů a teorie oboru. 1st ed. 118 p. ISBN 978-80-246-3075-5.
Recommended reading list
  • OGILVY, D. Ogilvy o reklamě. 4th ed. Praha: Management Press, 2007. 223 p. Knihovna světového managementu. ISBN 978-80-7261-154-6.
  • PROCHÁZKA, T. -- ŘEZNÍČEK, J. Obsahový marketing: Nakrmte Internet svým obsahem. Brno: Computer Press, 2014. 224 p. ISBN 978-80-251-4152-6.
  • STÅHLBERG, M. Shopper marketing: how to increase purchase decisions at the point of sale. 2nd ed. London: Kogan Page, 2012. 282 p. ISBN 978-0-7494-6471-4.
  • HARTSON, R. -- PYLA, P. The UX Book: Process and Guidelines for Ensuring a Quality User Experience. 1st ed. New York: Morgan Kaufmann, 2012. 986 p. 1. ISBN 978-0-123-85241-0.