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:WS 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 corporate communication and marketing communication planning. Seminars are aimed at practical skills, abilities and a team work when preparing a team project. Media excursions included.
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
Assessment methods:Evaluation of the course is based on a scoring system.
Students obtain credits based on the appraisal of their course work, individual research project and two tests (max 100b. min. 50). Final exam consists of the written test or oral presentation (min. 50 %). The final grade is based on both on the test score and the performance in seminars.
Distant students are evaluated on the basis of individual seminar project and examining.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture28 h16 h
     practice14 h0 h
     field work4 h0 h
     professional educational excursion4 h0 h
     consultation4 h16 h
     public presentation (oral)2 h0 h
     preparation for exam30 h50 h
     preparation for regular assessment10 h0 h
     preparation for regular testing10 h0 h
     preparation of presentation4 h0 h
     elaboration and execution of projects15 h30 h
     writing of seminar paper15 h28 h
Total140 h140 h

Basic reading list
  • SMITH, P R. Moderní marketing. 1st ed. Praha: Computer Press, 2000. 518 p. ISBN 80-7226-252-1.
  • TELLIS, G J. Reklama a podpora prodeje. 1st ed. Praha: Grada, 2000. 602 p. ISBN 80-7169-997-7.
  • OGILVY, D. Ogilvy o reklamě. 4th ed. Praha: Management Press, 2007. 223 p. Knihovna světového managementu. ISBN 978-80-7261-154-6.
Recommended reading list
  • KŘÍŽEK, Z. -- CRHA, I. Jak psát reklamní text. 2nd ed. Praha: Grada, 2003. 190 p. ISBN 80-247-0556-7.
  • KLEIN, N. -- KAAS, P. Bez loga. 1st ed. Praha: Argo :, 2005. 510 p. Zip ;. ISBN 80-7203-671-8.
  • VYSEKALOVÁ, J. -- MIKEŠ, J. Reklama: jak dělat reklamu. 3rd ed. Praha: Grada, 2010. 208 p. Marketing. ISBN 978-80-247-3492-7.
  • PELSMACKER, P D. -- GEUENS, M. -- BERGH, J V D. Marketingová komunikace. Praha: Grada, 2003. 581 p. ISBN 80-247-0254-1.