ZURn6401 Media Project

Faculty of Social Studies
Spring 2023
Extent and Intensity
1/1/0. 8 credit(s). Type of Completion: k (colloquium).
Taught in person.
Ing. Rudolf Burgr, Ph.D. (lecturer)
Mgr. Anna Luštická (lecturer)
doc. Mgr. Jakub Macek, Ph.D. (lecturer)
doc. MgA. Jan Motal, Ph.D. (lecturer)
doc. Mgr. Lenka Waschková Císařová, Ph.D. (lecturer)
Guaranteed by
Ing. Rudolf Burgr, Ph.D.
Department of Media Studies and Journalism - Faculty of Social Studies
Contact Person: Mgr. Boris Rafailov, Ph.D.
Supplier department: Department of Media Studies and Journalism - Faculty of Social Studies
Thu 14:00–15:40 U33
Prerequisites (in Czech)
ZURn4110 Diploma Thesis Project I
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 one of the most important phases of media communication - the issue of the preparation, design, creation and creation of a media project as a manual describing how to produce a media product, and a guide explaining how to apply it on the media market.
The main goal of the course is to teach students to create a separate media project, able to apply to the media market, ie to cultivate creative skills and to practice practical skills in the field of journalistic practice. The aim is to interpret the principles and long-term forming rules that are subject to the creation of a media project, as well as the principles and rules governing communication and cooperation with institutions devoted to the implementation, financing and institutionalization of media projects and products. It is also reflected in the fact that the media project is only one of the forms of projects destined for the economic market and that not only the media industry, but also other industries, as well as non-profit organizations that can not do without media projects, subordinate their activity to the general rules designing.
Learning outcomes
The ability to create and simultaneously promote the media project at the media market is one of the values highly valued in the media labor market.
After completing the course, the student will:
• able to categorize individual types of media projects and products and orientate in the structure and functioning of the media market;
• know the basics of media business, economics, marketing and management;
• know the basic principles of financing media projects;
• able to use the results of media analyzes when creating a project and product;
• be able to design a media project and product;
• be able to apply PR and marketing principles when introducing a product to the media market.
  • 1. Introduction: getting to know the course and its purpose, key concepts
  • 2. How to create a project: possibilities and risks
  • 3. How to operate the financial aspect of creating a project
  • 4. Target audience - the introduction of marketing
  • Deadline for introducing the topic of student's projects
  • 6. Media project in the context of dramaturgy
  • 7. Social responsibility - being critical and empathetic
  • 8. Case studies presentation 1 and 2
  • 9. Case studies presentation 3 and 4
  • 10. Case studies presentation 5 and 6
  • 11. Case studies presentation 7 and 8
  • 12. Case studies presentation 9 and 10
  • ALBARRAN, Alan B. The media economy. Second edition. New York: Routledge, Taylor & Francis Group, 2017. Media management and economics series. ISBN 978-1-138-88609-4.
  • BERKUN, Scott: Making Things Happen: Mastering Project Management (Theory in Practice) Revised Edition. Sebastopol: O’Reilly Media. 2008. ISBN 9780596517717.
  • HOLLIFIELD, C. Ann, Jan LeBlanc WICKS, George SYLVIE a Wilson LOWREY. Media management: a casebook approach. Fifth edition. New York: Routledge, Taylor & Francis Group, 2016. Routledge communication series. ISBN 978-1-138-90101-8.
  • BILLINGHAM, Vicky. Project management : how to plan and deliver a successful project. 2nd edition. Wales: Studymates, 2017. 288 stran. ISBN 9781842853238. info
  • NEWTON, Richard. Project management step by step : how to plan and manage a highly successful project. Second edition. Harlow: Pearson, 2016. xx, 184. ISBN 9781292142197. info
  • LEDVINOVÁ, Jana. Profesionální fundraising : jak se osvobodit od finanční závislosti. První vydání. V Praze: Akademie múzických umění, 2013. 129 stran. ISBN 9788073312947. info
  • LINDAHL, Wesley E. Principles of fundraising : theory and practice. Boston: Jones and Bartlett, 2010. xii, 299. ISBN 9780763759148. info
  • MCQUAIL, Denis. Úvod do teorie masové komunikace. Translated by Hana Antonínová. Čtvrté, rozšířené a p. Praha: Portál, 2009. 639 stran. ISBN 9788073675745. info
Teaching methods
lecture, seminar, reading, project teaching
Assessment methods
The final media project / critical case study, which the student develops and defends at the final seminar, is evaluated. The student`s presentation of the case study (could be a team effort and can have guests!) is also considered, the same as is attendance.
Language of instruction
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2021, Spring 2022, Spring 2024.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fss/spring2023/ZURn6401