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Lecturer(s)
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Course content
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- Media Environment - Media in Marketing Communications - Genres and formats - examples of typologies - Journalistic genres in print media - Journalistic genres - Radio - Television genres - Media types - Media Strategy - Media analysis - Presentation of terms - End of course (graded credit).
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Learning activities and teaching methods
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Lecturing, Methods for working with texts (Textbook, book)
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| prerequisite |
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| Knowledge |
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| Prerequisite for passing the course is knowledge of basic issues in the field of media in marketing communication. |
| Prerequisite for passing the course is knowledge of basic issues in the field of media in marketing communication. |
| learning outcomes |
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| Students are able to determine the suitability of media types to communicate to the target group, as well as master the basics of media planning and media strategy. Students are be able to evaluate the basic analysis of publicly available media and other media indicators. |
| Students are able to determine the suitability of media types to communicate to the target group, as well as master the basics of media planning and media strategy. Students are be able to evaluate the basic analysis of publicly available media and other media indicators. |
| Students are able to determine the suitability of media types to communicate to the target group, as well as master the basics of media planning and media strategy. Students are be able to evaluate the basic analysis of publicly available media and other media indicators. |
| Students are able to determine the suitability of media types to communicate to the target group, as well as master the basics of media planning and media strategy. Students are be able to evaluate the basic analysis of publicly available media and other media indicators. |
| enumerate the basic mediatypes |
| enumerate the basic mediatypes |
| explain the roles of individual media types in the context of media communication |
| explain the roles of individual media types in the context of media communication |
| describe the creation of communications according to the requirements and characteristics of individual media types |
| describe the creation of communications according to the requirements and characteristics of individual media types |
| describe the advantages and disadvantages of mediatypes |
| describe the advantages and disadvantages of mediatypes |
| describe the differences in the selection of titles/channels according to the target group |
| describe the differences in the selection of titles/channels according to the target group |
| Skills |
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| determine the suitability of the chosen media type for specific communication objectives |
| determine the suitability of the chosen media type for specific communication objectives |
| identify the basic elements for creating messages according to the media type |
| identify the basic elements for creating messages according to the media type |
| propose the use of individual media types according to the nature of communication |
| propose the use of individual media types according to the nature of communication |
| set qualitative requirements for commercial media messages |
| set qualitative requirements for commercial media messages |
| to determine the prerequisites for the implementation of marketing communication through media communication |
| to determine the prerequisites for the implementation of marketing communication through media communication |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| assessment methods |
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| Written examination |
| Written examination |
| Oral examination |
| Oral examination |
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Recommended literature
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noviny, časopisy, rozhlas, digitální média.
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Jakubowicz, Karol. Nová ekologie médií: konvergence a mediomorfóza. Zlín: VeRBuM, 2013. ISBN 978-80-87500-38-5.
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MACKOVÁ, Alena. Nová média v politické komunikaci: politici, občané a online sociální sítě. Brno, 2017. ISBN 978-802-1087-453.
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MAGIDOVÁ, Markéta, Tomáš JIRSA, Lukáš LIKAVČAN, Tomáš DVOŘÁK, Marek VANŽURA a Tomáš CHUDÝ. Epistemologie (nových) médií. Praha, 2018. ISBN 978-807-3314-941.
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McQuail, Denis. Úvod do teorie masové komunikace. 4., rozš. a přeprac. vyd. Praha : Portál, 2009. ISBN 978-80-7367-574-5.
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MORAVEC, Václav. Média v tekutých časech: konvergence audiovizuálních médií v ČR. Praha, 2016. ISBN 978-802-0025-722.
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Pelsmacker, Patrick de; Joeri van den Bergh a Maggie Geuens. Marketingová komunikace. Praha: Grada, 2013. ISBN 80-247-0254-1.
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POSPÍŠIL, Jan. Jak na média. Kralice na Hané, 2011. ISBN 978-807-4020-711.
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REIFOVÁ, I. a kol. Slovník mediální komunikace. Portál: Praha, 2004.
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Rus-Mohl, Stephan. Žurnalistika: komplexní průvodce praktickou žurnalistikou. Praha : Grada, 2005. ISBN 80-247-0158-8.
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ŠIMÍČEK, Vojtěch. Regulace médií. Brno, 2018. ISBN 978-802-1090-804.
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Trampota, Tomáš ? Vojtěchovská, Martina. Metody výzkumu médií. Praha: Portál, 2010.
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