nk4243 Promotion and Media

Faculty of Sports Studies
spring 2025
Extent and Intensity
7/7/0. 4 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
PhDr. Jitka Kampasová, BA (Hons), Ph.D. (seminar tutor)
Mgr. Bc. Oldřich Racek, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Supplier department: Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Prerequisites (in Czech)
BOZP_OK(bozp_po_stud) && BOZP_OK(bozp_po_stud_fsps)
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
Course objectives
The course focuses on corporate and media communications. The main objective of the mediation of theoretical bases and promotional aspects in connection   media circles. The operational goal is to take into account these aspects in the sports environment. Emphasis is also placed on the practical side of the field.
Learning outcomes
At the end of the course the student will be able to:
- apply acquired knowledge in product promotion in a sporting environment
- Be able to create promotional material
- Critically analyze promotional and media products
- Create a media plan
Syllabus
  • Integrated communication
  • Marketing communication tools
  • Advertising and ad research
  • Media Planning
  • PR in sports
  • Communication at the point of sale
  • Internet communication
  • International Communication
  • Press conferences, press releases, press spokespersons
  • Television, sports broadcasting, audience measurement
Literature
    recommended literature
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000, 602 s. ISBN 8071699977. info
  • Sport, culture, and the media : the unruly trinity. Edited by David Rowe. 2nd ed. Maidenhead: Open University Press, 2004, xvii, 253. ISBN 0335210759. info
  • OGILVY, David. Ogilvy o reklamě. Vyd. 1. Praha: Management Press, 1996, 223 s. ISBN 80-85943-25-5. info
  • DĚKANOVSKÝ, Jan. Sport, média a mýty : zlatí hoši, královna bílé stopy a další moderní hrdinové. 1. vyd. Praha: Dokořán, 2008, 183 s. ISBN 9788073631314. info
  • KLEIN, Naomi. Bez loga. Translated by Pavel Kaas. 1. vyd. Praha: Argo, 2005, xxiii, 510. ISBN 8073630109. info
    not specified
  • NICHOLSON, Matthew. Sport and the media : managing the nexus. Amsterdam: Elsevier, 2007, xv, 222. ISBN 9780750681094. URL info
  • Náhradní obsah: Timothy, Newman. ‎ Social Media in Sport Marketing. Routledge. 2017 ISBN:1351817191
Teaching methods
Teaching is conducted in the form of lectures and seminars.
In the seminars the current case studies will be dealt with, the discussion of the issue is expected.
The student develops and presents a media plan.
Assessment methods
651/5000 The subject is finished by an oral exam.
The student is admitted to the exam under the following conditions:
attendance at seminars
activity at seminars
successful defense of the media plan
Attendance - the student is allowed to absent during the semester once without excuse. Students must be prepared theoretically for the seminar, otherwise they will be evaluated as absent.

If the student commits any disciplinary offense, this behavior will be considered as not fulfilling the conditions for terminating the subject. The teacher enters the credit with the "F" rating and the dean initiates disciplinary proceedings, which may result in completion of studies.
Language of instruction
Czech
The course is also listed under the following terms spring 2021, spring 2022, spring 2023, spring 2024.
  • Enrolment Statistics (spring 2025, recent)
  • Permalink: https://is.muni.cz/course/fsps/spring2025/nk4243