ZURn6217 Media Planning and Program Strategies

Faculty of Social Studies
Autumn 2021
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: z (credit).
Taught in person.
Teacher(s)
Mgr. et Mgr. Jana Kubíčková (lecturer)
Guaranteed by
Ing. Rudolf Burgr, Ph.D.
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
Mon 10:00–12:55 Střižna 531
Prerequisites (in Czech)
Absolvent bakalářského stupně oboru Mediální studia.
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: 1/10, only registered: 0/10
fields of study / plans the course is directly associated with
Course objectives
The course introduces the students to the basic terms of media marketing and provides theoretical and practical media planning studies which is used by terrestrial televisions, radios, media and advertising agencies. The theoretical knowledge is applied on practical exercises using the real data from current television broadcasting of the terrestrial stations ČT1, Nova, and Prima.
Learning outcomes
Students will be able to: - characterize 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
  • 1. Organization and structure of media
  • 2. marketing – On Air, Off Air, PR Theme
  • 3. program – individual production, merge, archive
  • 4. business
  • 5. Demography of the viewers - viewers and tv-meters - other research, media research etc. Analysis (reports) - GRP, TRP, effective frequency, reach
  • 6. TV genres, formats
  • 7. OAP and media pictures
  • 8. DVP/OAP creative Planning and Planning strategy
  • 9. Strategy of scheduling (software MIS TV and PROVYS)
  • 10. Schedulling and rules
Literature
    required literature
  • • TYLER-EASTMAN, Susan and FERGUSON, Dougles. Media Programming: Strategies and Practices. 9th edition. Wadsworth Publishing, 2012. pp. 496. Wadsworth Publishing; 9 edition, ISBN-13: 978-1111344474
  • KATZ, Helen E. The media handbook : a complete guide to advertising media selection, planning, research, and buying. 3rd ed. Mahwah, N.J.: L. Erlbaum Associates, 2007, xvii, 189. ISBN 9780805857184. URL info
    recommended literature
  • Behavioural targetingan online analysis for efficient media planning? Edited by Alice Klever. Hamburg [Germany]: Diplomica Verlag, 2009, 78 p. ISBN 9783836624053. info
  • PEREBINOSSOFF, Philippe, Lynne S. GROSS and Edwin T. VANE. Programming for TV, radio, and the Internet : strategy, development, and evaluation. Edited by Brian Gross. 2nd ed. Boston: Focal Press, 2005, xx, 324. ISBN 0240806824. URL info
  • SCHULTZ, Brad. Sports media : planning, production, and reporting. 2nd ed. Oxford: Focal, 2005, xx, 281. ISBN 0240807324. info
  • SISSORS, Jack Zanville and Roger B. BARON. Advertising media planning. 6th ed. New York: McGraw-Hill, 2002, xviii, 445. ISBN 0844215635. 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. URL 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. URL info
  • DONNELLY, W. J. Planning media :strategy and imagination. 1st ed. Upper Saddle River: Prentice Hall, 1996, 333 pp. ISBN 0-13-567835-8. info
  • VANE, Edwin T. Programming for TV, radio, and cable. Edited by Lynne S. Gross. Boston: Focal Press, 1994, xiv, 258. ISBN 0240801288. URL info
Teaching methods
lecture, seminar, reading, practical exercises
Assessment methods
attendance at seminars, continuous reading and summary of the reading, practical exercises, final practical exam in planning and program strategies
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Autumn 2020, Autumn 2023, Autumn 2024.
  • Enrolment Statistics (Autumn 2021, recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2021/ZURn6217