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Lecturer(s)
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Schuster Michal, Mgr. MBA
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Mitter Patrik, doc. Mgr. Ph.D.
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Course content
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1. Media - historical development of communication channels and change their roles. 2nd Contemporary media and their role in the functioning of society 3. Principles of cooperation with the media - press law - the possibilities and limitations 4th Press Release press release 5. Fundamentals online existence - websites 6. Social networks as a phenomenon of communication not only with the public 7th Marketing, Advertising, 8th Public relations - without the public's simply not 9th Crisis Communication 10th Mark and principles of building 11th Design in the service of communication with the public 12th Internal Communications as part of brand building
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Learning activities and teaching methods
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unspecified
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Learning outcomes
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The aim of the course is to prepare students for the theoretical and practical to control media communication and creating brand awareness within the meaning of the name of the institution / school. The lectures and seminars will discuss the following topics: Scope and forms of media communication, mass media types, views on the role of the media, "the Press Act" no. 46/2000 Coll., Press releases and news announcements and their creation, use of multimedia, social network advertising and promotion, brand building, job design, etc.. Seminars will be partly designed to address practical challenges in the field of media communication and brand building planned institution.
Students attend seminars orients the basic concepts of media communication and media education. Within the seminars will acquire competence to basic means of communication with the media and the use of channels of communication to the public, will learn the basic techniques designed to strengthen the brand and effective presentation of institutions not only in the online world. Within the seminars, students will learn the basic techniques of crisis communication with media, which is closely linked to knowledge "press law".
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Prerequisites
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The subject requires no specific prerequisites.
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Assessment methods and criteria
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unspecified
Independence, activity, creative approach, ability to work in a team, basic communication skills both written and spoken
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Recommended literature
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JIRÁK, J., KÖPPLOVÁ, B. Masová média. Praha: Portál, 2009. ISBN 978-80-7367-466-3.
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KOTLER, P. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2.
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Kunczik, M. Základy masové komunikace.. Praha: Karolinum, 1995.
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Marty Neumeier. Brand Gap, AnFas. Praha, 2008.
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Reifová, I. Slovník mediální komunikace Praha Portál 2004.
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Svoboda, V. Public Relations moderně a účinně. Praha, 2006.
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