Course: Media education

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Course title Media education
Course code KPR/A019
Organizational form of instruction Lecture + Lesson
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 2
Language of instruction English
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Červenka Michal, Mgr.
Course content
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

Learning activities and teaching methods
Learning outcomes
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".
The subject requires no specific prerequisites.

Assessment methods and criteria
Independence, activity, creative approach, ability to work in a team, basic communication skills both written and spoken
Recommended literature
  • JIRÁK, J., KÖPPLOVÁ, B. Masová média. Praha: Portál, 2009. ISBN 978-80-7367-466-3.
  • KOTLER, P. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2.
  • Kunczik, M. Základy masové komunikace.. Praha: Karolinum, 1995.
  • Marty Neumeier. Brand Gap, AnFas. Praha, 2008.
  • Reifová, I. Slovník mediální komunikace Praha Portál 2004.
  • Svoboda, V. Public Relations moderně a účinně. Praha, 2006.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester