ZUR293 Media management

Faculty of Social Studies
Autumn 2015
Extent and Intensity
1/1. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Jaroslav Čuřík, Ph.D. (lecturer)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Wed 11:30–13:00 P52
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to familiarise students with the principles of management and marketing in multimedia. Special attention is paid to online media. Students will acquire theoretical knowledge and skills useful for working in media and associated organisations in the positions of ordinary employees, and particularly, lower and middle management. The knowledge may then serve as the basis of knowledge for higher management. Among other things, the course will benefit from seminars with guests and professionals. The course familiarises students with the internal organisation of media firms, in particular editorial boards of printed and electronic media, as well as sales and advertising departments. It also includes advertising and public relations agencies. Furthermore, it defines the professions and functions securing the management and operations of media firms. Attention is also paid to economic aspects of operations of public service and commercial printed and electronic media. With the help of creating specific media projects and related discussions, students will gain skills which they may subsequently use in practice.
Syllabus
  • 1. Principles of management, human resources management and marketing, specifics in media with a focus on online media 2. Media (multimedia) firms in the Czech Republic (and in the world), ownership, structure and organisation; differences between printed and electronic media (radio, TV, and the Internet); advertising and PR agencies 3. Differences between public service and commercial media (management, marketing, content, and economics – printed and electronic media); Professions in printed and electronic media, human resources management (motivations and trade unions) 4. Relation between the editorial board – sales department – advertising (communication of departments and editorial board's independence); Advertising, its structure and functioning; Distribution (sales), structure, functioning, care for subscribers (proposals of events and promotions), self-promotion, advertising, and media partnership 5. Structure, organisation and functioning of a multimedia editorial board (differences in comparison with a classical editorial board), structure of a working day; Operational management and decision-making in the editorial board; Editorial board's planning, conceptions, visions practical organisation of a meeting, and practical planning 6. Contact with readers, viewers and listeners (suggesting events and promotions); Creating columns, sections, and series (proposals); Creating multimedia projects, presentation and discussion
Literature
    required literature
  • ČUŘÍK, Jaroslav, Rudolf BURGR and Martin ŠKOP. Nové trendy v médiích. Vyd. 1. Brno: Masarykova univerzita, 2012, 239 s. ISBN 9788021058392. URL info
  • MOTAL, Jan, Milan FRIDRICH and Martin ŠKOP. Nové trendy v médiích. Vyd. 1. Brno: Masarykova univerzita, 2012, 223 s. ISBN 9788021058392. URL info
  • RUSS-MOHL, Stephan. Žurnalistika : komplexní průvodce praktickou žurnalistikou. Translated by Hana Bakičová. 1. vyd. Praha: Grada, 2005, 292 s. ISBN 8024701588. info
  • JIRÁK, Jan and Barbara KÖPPLOVÁ. Média a společnost. Vyd. 1. Praha: Portál, 2003, 207 s. ISBN 80-7178-697-7. info
  • KARLÍČEK, Miroslav. Základy marketingu. 1. vyd. Praha: Grada, 2013, 255 s. ISBN 9788024742083. info
  • KOTLER, Philip. Marketing od A do Z :osmdesát pojmů, které by měl znát každý manažer. Translated by Hana Škapová. Vyd. 1. Praha: Management Press, 2003, 203 s. ISBN 80-7261-082-1. info
  • BEDNÁŘ, Vojtěch. Marketing na sociálních sítích : prosaďte se na Facebooku a Twitteru. Vyd. 1. Brno: Computer Press, 2011, 197 s. ISBN 9788025133200. info
  • VYSEKALOVÁ, Jitka. Emoce v marketingu : jak oslovit srdce zákazníka. 1. vyd. Praha: Grada, 2014, 289 s. ISBN 9788024748436. URL info
  • JURÁŠKOVÁ, Olga and Pavel HORŇÁK. Velký slovník marketingových komunikací. První vydání. Praha: Grada Publishing, 2012, 271 stran. ISBN 9788024743547. URL info
  • Media and convergence management. Edited by Sandra Diehl - Matthias Karmasin. Berlin: Springer, 2013, xxv, 376. ISBN 9783642361623. info
    recommended literature
  • BERKLEY, Holly. Marketing in the new media. Bellingham: Self-Counsel Press, 2007, xii, 162. ISBN 9781551807317. info
  • Handbook of media management and economics. Edited by Alan B. Albarran - Sylvia M. Chan-Olmsted - Michael O. Wirth. Mahwah, N.J.: L. Erlbaum Associates, 2006, xviii, 750. ISBN 080585004X. info
  • Making online news : newsroom ethnographies in the second decade of internet journalism. Edited by David Domingo - Chris Paterson. New York: Peter Lang, 2011, xx, 185. ISBN 9781433110641. info
  • GEISSLER, Kyle. Small/medium market models of media convergence in the Midwest : bringing together print and broadcast newsrooms. Saarbrücken: VDM Verlag Dr. Müller, 2009, ii, 75. ISBN 9783639105674. info
  • TREADAWAY, Chris and Mari SMITH. Marketing na Facebooku : výukový kurz. Vyd. 1. Brno: Computer Press, 2011, 296 s. ISBN 9788025133378. info
  • MILLER, Michael. Internetový marketing s YouTube : průvodce využitím on-line videa v byznysu. Translated by Jiří Huf. 1. vyd. Brno: Computer Press, 2012, 296 s. ISBN 9788025136720. info
  • CHALUPA, Radek. Efektivní krizová komunikace : pro všechny manažery a PR specialisty. 1. vyd. Praha: Grada, 2012, 169 s. ISBN 9788024742342. URL info
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000, 602 s. ISBN 8071699977. info
  • Tyranie médií. Edited by Ignacio Ramonet, Translated by Michal Pacvoň. 1. vyd. Praha: Mladá fronta, 2003, 226 s. ISBN 8020410376. info
  • FORET, Miroslav and Jana STÁVKOVÁ. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha: Grada, 2003, 159 s. ISBN 8024703858. info
    not specified
  • MCQUAIL, Denis. Úvod do teorie masové komunikace. Translated by Hana Antonínová. Čtvrté, rozšířené a p. Praha: Portál, 2009, 639 stran. ISBN 9788073675745. info
  • MCDONALD, Malcolm and Peter MORRIS. Škola marketingu : ilustrovaný průvodce pro manažery. Translated by Hana Whitton. 1. vyd. Praha: JK, Jan Kanzelsberger, 1992, 103 s. ISBN 8085387050. info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Translated by Martin Machek - Tomáš Juppa. 14. vyd. Praha: Grada, 2013, 814 s. ISBN 9788024741505. URL info
  • BEDNÁŘ, Vojtěch. Mediální komunikace pro management. Vyd. 1. Praha: Grada Publishing, 2011, 153 s. ISBN 9788024736297. URL info
  • BEDNÁŘ, Vojtěch. Krizová komunikace s médii. Vyd. 1. Praha: Grada Publishing, 2012, 183 s. ISBN 9788024737805. URL info
  • TOMANDL, Jan. Jak účinně oslovit média : media relations v podnikání, správě, kultuře i neziskovém sektoru. Vyd. 1. Brno: Computer Press, 2011, 296 s. ISBN 9788025134573. info
Teaching methods (in Czech)
Přednášky, na nichž jsou studenti seznamováni s jednotlivými tématy podle osnovy kurzu, doplněné teoretickou přípravou, samostudiem odborné literatury a dalších zdrojů (především tištěných a online médií) podle doporučení vyučujícího. Studenti mohou podle potřeby a po předchozí domluvě s vyučujícím využívat také individuální osobní konzultace nebo konzultace prostřednictvím e-learningu. Posluchači budou rovněž vytvářet a prezentovat samostatné práce a praktické týmové projekty.
Assessment methods
Thematic lectures, studying the assigned literature, submitting individual outputs and papers, and preparing practical projects. The course is completed with a written test examining the knowledge of the assigned literature, as well as practical skills. In order to complete the course successfully, all written papers and assignments must be accepted by the lecturer.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is also listed under the following terms Spring 2006, Spring 2007, Autumn 2009, Autumn 2010, Spring 2012, Spring 2013.
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