nk2285 Promotion and Media

Faculty of Sports Studies
Spring 2020
Extent and Intensity
7/7/0. 5 credit(s). Type of Completion: zk (examination).
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Mgr. Bc. Oldřich Racek, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Social Sciences and Sport Management - Faculty of Sports Studies
Supplier department: Department of Social Sciences and Sport Management - Faculty of Sports Studies
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
Fields of study 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 this course the student will be able to use the information in product promotion in the sports environment, will be able to create the promotional material and professionally evaluate other promotional and media products.
  • Operation of advertising and media market
  • (Mas) media and mass communication tools of marketing communication
  • Product promotion in specific conditions  
  • The media as a primary means of promotion
  • promotional mix
  • Main Category Business - Sports mechanisms
  • Forms of promotion in the sports environment
  • Press conferences, press releases, press spokesman
  • Creating effective ads
  • Legislative restrictions on advertising  
  • media strategy
    recommended literature
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000. 602 s. ISBN 8071699977. info
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003. 581 s. ISBN 8024702541. info
  • KLEIN, Naomi. Bez loga. Translated by Pavel Kaas. 1. vyd. Praha: Argo, 2005. xxiii, 510. ISBN 8073630109. 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
Teaching methods
Lecture - presentation of individual topics, lectures practitioners, seminar - presentation of a students project
Assessment methods
Project presentation, written test.
Language of instruction
Teacher's information
The course is also listed under the following terms Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019.
  • Enrolment Statistics (recent)
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