ZUR564 Media planning and programming strategy

Faculty of Social Studies
Autumn 2009
Extent and Intensity
1/1. 6 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. et Mgr. Jana Kubíčková (lecturer)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Contact Person: Ing. Bc. Pavlína Brabcová
Timetable
each odd Monday 10:00–13:30 Studio 527
Prerequisites
Voluntary course „Media Planning and Program Strategies“ is either only for the students of master’s degree program of Media Studies who are graduates of a bachelor study program Media Studies and Journalism, or for the students who have the prerequisites of master’s media theories courses. The students who do not meet these requirements will be allowed to sign up for the course only after the agreement with the teacher (based on the capacity of the classroom).
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 10 student(s).
Current registration and enrolment status: enrolled: 0/10, only registered: 0/10
Course objectives
The course will introduce the students to the basic terms of media marketing and in will provide theoretical and practical media planning studies which is used by terrestrial televisions, radios, media and advertising agencies. The theoretical knowledge will be applied on practical exercises using the real data from current television broadcasting of the terrestrial stations ČŤ1, Nova, and Prima. At the end of the course students should be able to: charakterize the strategies of daily and long lasting program planning, categorize practical terminology used in the common television work, for example daily broadcasting plan, program scheme, media calendar etc., create the dramaturgy assessments, creative brief and analytic reports.
Syllabus
  • Organization and structure of media - marketing – On Air, Off Air, PR - program – individual production, merge, archive, DBP - trade Demography of the viewers - viewers and tv-meters - other research, media research etc. Analysis (reports) - GRP, TRP, effective frequency, reach - Software (Golem, Mamut, Yetti) Television formats and genres - self promo (media picture, types) - advertising (media laws) - DBP OAP creative Planning - strategy of planning - strategy of scheduling - software (MIS-TV, Provys) Scheduling and its rules
Literature
  • KATZ, Helen E. The media handbook : a complete guide to advertising media selection, planning, research, and buying. 3rd ed. Mahwah: L. Erlbaum Associates, 2007, xvii, 189. ISBN 9780805857184. info
  • PEREBINOSSOFF, Philippe, Brian GROSS, Lynne S. GROSS and Edwin T. VANE. Programming for TV, radio, and the Internet : strategy, development, and evaluation. 2nd ed. Amsterdam: Focal Press, 2005, xx, 324. ISBN 0240806824. info
  • ROSSITER, John R. and Peter J. DANAHER. Advanced media planning. New York: Springer Science+Business Media, 1998, xiii, 111. ISBN 9780792382188. info
  • SURMANEK, Jim. Media planning : a practical guide. 3rd ed. Lincolnwood, Ill., USA: NTC Business Books, 1996, xii, 209. ISBN 0844235121. info
  • GOODRICH, William B. and Jack Zanville SISSORS. Media planning workbook : with discussions and problems. 5th ed. Lincolnwood, IL: NTC Business Books, 1996, xiii, 206. ISBN 0844235024. info
  • DONNELLY, William J. Planning media : strategy and imagination. Upper Saddle River, N.J.: Prentice Hall, 1996, xvi, 333. ISBN 0135678358. info
  • VANE, Edwin T. Programming for TV, radio, and cable. Edited by Lynne S. Gross. Boston: Focal Press, 1994, xiv, 258. ISBN 0240801288. info
Teaching methods
media analysis, evaluation of texts
Assessment methods
a) 100 % attendance at lectures is mandatory
b) continuous reading and summary of the reading
c) submit practical exercises
d) final practical exam in planning and program strategies
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms Autumn 2008.
  • Enrolment Statistics (recent)
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