ZUR293 Media management and marketing

Faculty of Social Studies
Spring 2013
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
Tue 14:00–15:40 U33
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
  • 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
  • BARTOŠEK, Jaroslav. Kultura manažerské komunikace. 3. nezměněnné vyd. Zlín: Univerzita Tomáše Bati ve Zlíně, 2003, 108 s. ISBN 8073181134. info
  • BÁRTA, Vladimír and Hilda BÁRTOVÁ. Výzkum trhu a chování spotřebitele. 1. vyd. Praha: Vysoká škola ekonomická v Praze, 1993, 72 s. ISBN 8070791489. info
  • BERKLEY, Holly. Marketing in the new media. Bellingham: Self-Counsel Press, 2007, xii, 162. ISBN 9781551807317. info
  • COMPAINE, Benjamin M. and Douglas GOMERY. Who owns the media? : competition and concentration in the mass media industry. 3rd ed. Mahwah, N.J.: Lawrence Erlbaum Associates, 2000, xxii, 604. ISBN 0805829369. info
  • FORET, Miroslav. Marketingová komunikace (Marketing Communication). 1st ed. Brno: Masarykova univerzita Brno, 1997, 147 pp. ISBN 80-210-1461-X. info
  • FORET, Miroslav and Jana STÁVKOVÁ. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha: Grada, 2003, 159 s. ISBN 8024703858. info
  • HERRICK, Dennis F. Media management in the age of giants : business dynamics of journalism. 1st ed. Ames: Iowa State Press, 2003, xx, 397. ISBN 0813816998. info
  • JIRÁK, Jan and Barbara KÖPPLOVÁ. Média a společnost. Vyd. 1. Praha: Portál, 2003, 207 s. ISBN 80-7178-697-7. info
  • Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. 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
  • KUNCZIK, Michael. Základy masové komunikace. Vyd. 1. Praha: Karolinum, 1995, 307 s. ISBN 807184134X. 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
  • MCNAIR, Brian. Sociologie žurnalistiky. Translated by Hana Loupová. Vyd. 1. Praha: Portál, 2004, 182 s. ISBN 80-7178-840-6. info
  • MCQUAIL, Denis. Úvod do teorie masové komunikace. Translated by Jan Jirák - Marcel Kabát. Vyd. 1. Praha: Portál, 1999, 447 s. ISBN 80-7178-200-9. info
  • Tyranie médií. Edited by Ignacio Ramonet, Translated by Michal Pacvoň. 1. vyd. Praha: Mladá fronta, 2003, 226 s. ISBN 8020410376. info
  • RUSS-MOHL, Stephan. Žurnalistika : komplexní průvodce praktickou žurnalistikou. Translated by Hana Bakičová. 1. vyd. Praha: Grada, 2005, 292 s. ISBN 8024701588. info
  • SVĚTLÍK, Jaroslav. Marketing a reklama. Vyd. 1. Ve Zlíně: Univerzita Tomáše Bati ve Zlíně, 2003, 170 s. ISBN 8073181401. info
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000, 602 s. ISBN 8071699977. info
  • ČUŘÍK, Jaroslav. Nové trendy v médiích I : Online a tištěná média (New Trends in Media I : online media and the press). 1. vyd. Brno: Masarykova univerzita, 2012, 240 pp. ISBN 978-80-210-5825-5. URL info
  • MOTAL, Jan. Nové trendy v médiích II. Rozhlas a televize (New Trends in Media II. Radio and Television). 1. vyd. Brno: Masarykova univerzita, 2012, 223 pp. ISBN 978-80-210-5826-2. info
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
The course is also listed under the following terms Spring 2006, Spring 2007, Autumn 2009, Autumn 2010, Spring 2012, Autumn 2015.
  • Enrolment Statistics (Spring 2013, recent)
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