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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Káčerková Eliška, Mgr. Ph.D.
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Course content
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1. - 3. crisis communication; 4. - 6. sponsorship; 7. - 9. fundraising; 10. - 11. practical exercises; 12. - 13. feedback.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 30 hours per semester
- Preparation for examination
- 44 hours per semester
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| prerequisite |
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| Knowledge |
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| Successful completion of the course Introduction to Public Relations. |
| Successful completion of the course Introduction to Public Relations. |
| Skills |
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| Successful completion of the course Introduction to Public Relations. |
| Successful completion of the course Introduction to Public Relations. |
| learning outcomes |
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| Knowledge |
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| List the Tools of Internal PR |
| List the Tools of Internal PR |
| Explain the Fundamentals of Sponsoring |
| Explain the Fundamentals of Sponsoring |
| Explain the Fundamentals of Fundraising |
| Explain the Fundamentals of Fundraising |
| Describe the Basic Rules When Approaching a Sponsor |
| Describe the Basic Rules When Approaching a Sponsor |
| Describe the Basic Features of Corporate Culture |
| Describe the Basic Features of Corporate Culture |
| Skills |
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| Propose the Use of Internal PR Tools |
| Propose the Use of Internal PR Tools |
| Create an Affiliate Offer for a Sponsor |
| Create an Affiliate Offer for a Sponsor |
| Apply the Basic Rules When Approaching a Sponsor |
| Apply the Basic Rules When Approaching a Sponsor |
| Propose a Procedure for Measuring the Success of Fundraising Activities |
| Propose a Procedure for Measuring the Success of Fundraising Activities |
| Analyze the Basic Characteristics of Corporate Culture |
| Analyze the Basic Characteristics of Corporate Culture |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
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| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Analysis of a presentation |
| Analysis of a presentation |
| Individual work of students |
| Individual work of students |
| Practice exercises |
| Practice exercises |
| assessment methods |
|---|
| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Written examination |
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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Breakenridge, Deidre. Answers for modern communicators: a guide to effective business communication. Routledge, New York, 2017. ISBN 9781351863018.
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Halada, Jan. Marketingové komunikace a public relations: výklad pojmů a teorie oboru. Karolinum, UK Praha, 2015. ISBN 9788024630755.
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Hejlová, Denisa. Public relations. Praha : Grada, 2016. ISBN 978-80-247-5022.
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Horný, Stanislav. Praktická učebnice tvorby firemního stylu. Professional Publishing. Průhonice, 2016. ISBN 9788090659438.
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McCombs, Maxwell E. Agenda setting : nastolování agendy: masová média a veřejné mínění. Vyd. 1. Praha : Portál, 2009. ISBN 978-80-7367-591-2.
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Scott, David Meerman. The new rules of marketing and PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly. 2nd ed. Hoboken, N.J. : Wiley, 2010. ISBN 978-0-470-54781-6.
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VYSEKALOVÁ, JITKA., MIKEŠ, JIŘÍ. Image a firemní identita. Praha, 2009. ISBN 978-80-247-2790-5.
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