ZUR718 Media management and marketing

Faculty of Social Studies
Spring 2013
Extent and Intensity
0/0. 8 credit(s). Type of Completion: zk (examination).
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
Sat 2. 3. 12:00–13:30 U43, Sat 6. 4. 15:45–17:15 U43, Sat 4. 5. 12:00–13:30 U43
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
there are 15 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to familiarise students with the principles of management and marketing in media. Students will learn about the inner organisation of media firms, especially editorial boards in printed and electronic media, as well as distribution and advertising departments. They will also become familiar with the professions and functions securing management and operation of media companies. Furthermore, attention is paid to economic aspects of the operation of public service and commercial printed and electronic media.
Syllabus
  • Bloc No. 1 1. Principles of management, human resources management and marketing, specifics in media 2. Media corporations in the Czech Republic, ownership, structure and organisation; differences between printed and electronic media (radio, TV, and the Internet) 3. Differences between public service and commercial media (management, marketing, content, and economics – printed and electronic media) 4. Professions in printed and electronic media, human resources management (motivations and trade unions) Bloc No. 2 5. Relation between the editorial board – sales department – advertising (communication of departments and editorial board's independence) 6. Advertising, its structure and functioning 7. Distributions (sales), structure, functioning, care for subscribers (proposals of events and promotions), self-promotion, advertising, and media partnership 8. Structure, organisation and functioning of an editorial board, structure of a working day Bloc No. 3 9. Operational management and decision-making in the editorial board 10. Editorial board's planning, conceptions, visions practical organisation of a meeting, and practical planning 11. Contact with readers, viewers and listeners 12. Creating columns, sections, and series
Literature
  • BARTOŠEK, Jaroslav. Kultura manažerské komunikace. 3. nezměněnné vyd. Zlín: Univerzita Tomáše Bati ve Zlíně. 108 s. ISBN 8073181134. 2003. info
  • BÁRTA, Vladimír and Hilda BÁRTOVÁ. Výzkum trhu a chování spotřebitele. 1. vyd. Praha: Vysoká škola ekonomická v Praze. 72 s. ISBN 8070791489. 1993. info
  • FORET, Miroslav. Marketingová komunikace (Marketing Communication). 1st ed. Brno: Masarykova univerzita Brno. 147 pp. ISBN 80-210-1461-X. 1997. info
  • FORET, Miroslav and Jana STÁVKOVÁ. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha: Grada. 159 s. ISBN 8024703858. 2003. info
  • HERRICK, Dennis F. Media management in the age of giants : business dynamics of journalism. 1st ed. Ames: Iowa State Press. xx, 397. ISBN 0813816998. 2003. info
  • JIRÁK, Jan and Barbara KÖPPLOVÁ. Média a společnost. Vyd. 1. Praha: Portál. 207 s. ISBN 80-7178-697-7. 2003. info
  • Marketing, management :analýza, plánování, realizace a kontrola. Edited by Philip Kotler - Václav Dolanský. 3. dopl. a uprav. vyd. Praha: Victoria Publishing. 789 s. ISBN 80-85605-08-2. 1997. 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. 203 s. ISBN 80-7261-082-1. 2003. info
  • KUNCZIK, Michael. Základy masové komunikace. Vyd. 1. Praha: Karolinum. 307 s. ISBN 807184134X. 1995. info
  • MCDONALD, Malcolm and Peter MORRIS. Škola marketingu : ilustrovaný průvodce pro manažery. Translated by Hana Whitton. 1. vyd. Praha: JK, Jan Kanzelsberger. 103 s. ISBN 8085387050. 1992. info
  • MCNAIR, Brian. Sociologie žurnalistiky. Translated by Hana Loupová. Vyd. 1. Praha: Portál. 182 s. ISBN 80-7178-840-6. 2004. info
  • MCQUAIL, Denis. Úvod do teorie masové komunikace. Translated by Jan Jirák - Marcel Kabát. Vyd. 1. Praha: Portál. 447 s. ISBN 80-7178-200-9. 1999. info
  • Tyranie médií. Edited by Ignacio Ramonet, Translated by Michal Pacvoň. 1. vyd. Praha: Mladá fronta. 226 s. ISBN 8020410376. 2003. info
  • ROOS, Johan, Georg von KROGH and Peggy SIMCIC BRONN. Managing strategy processes in emergent industries : the case of media firms. Basingstoke: Macmillan Business. xii, 178. ISBN 0333665732. 1996. info
  • SVĚTLÍK, Jaroslav. Marketing a reklama. Vyd. 1. Ve Zlíně: Univerzita Tomáše Bati ve Zlíně. 170 s. ISBN 8073181401. 2003. info
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada. 602 s. ISBN 8071699977. 2000. 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. 240 pp. ISBN 978-80-210-5825-5. 2012. 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. 223 pp. ISBN 978-80-210-5826-2. 2012. info
Teaching methods
Thematic bloc lectures, consultations, self-study of prescribed literature and study materials, and submitting individual papers and practical assignments.
Assessment methods
The exam takes place in the form of a written test examining the knowledge based on the lectures and consultations, study materials and literature. Within the given deadlines, the student is also required to submit all written assignments, or possibly to complement or modify them according to the teacher's comments.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
General note: Tento předmět si zapisují studenti/ky imatrikulačních ročníků 2004/2005 a 2005/2006, kteří nebudou na oboru MSŽU zpracovávat a odevzdávat bakalářskou práci.
Information on course enrolment limitations: Tento předmět si zapisují studenti/ky imatrikulačních ročníků 2004/2005 a následujících (s výjimkou im. roč. 2006/2007), kteří/ré nebudou na oboru MSŽU zpracovávat a odevzdávat bakalářskou práci.
The course is also listed under the following terms Autumn 2006, Autumn 2007, Autumn 2009, Spring 2010, Autumn 2010, Spring 2011, Spring 2012.
  • Enrolment Statistics (recent)
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