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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)
- Home preparation for classes
- 26 hours per semester
- Participation in classes
- 26 hours per semester
- Preparation for examination
- 23 hours per semester
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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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| 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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| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Lecturing |
| Lecturing |
| 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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