ZUR746 Media management and marketing

Faculty of Social Studies
Spring 2020
Extent and Intensity
0/0/0. 8 credit(s). Type of Completion: zk (examination).
Mgr. Jaroslav Čuřík, Ph.D. (lecturer)
Guaranteed by
Mgr. Jaroslav Čuřík, 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
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 aim of the course ZUR 746 Media Management and Marketing is to become familiar with the principles of student management and marketing in various types of media, especially the focus on online and print media in connection with their convergence, blending and receiving multimedia files. The course introduces the internal organizations of media companies, especially the editors in print, online and electronic media, but also the department of advertiser distribution, all the possibilities of managing practical applications and marketing for the work of journalists and other functions ensuring the management and operation of media companies. Teaching focuses on advertising agents and public relations agencies, it exists in connection with their relationship to media companies. Attention is also paid to the economic aspects of the operation of public and commercial printed, online and electronic media.
Learning outcomes
The students will acquire theoretical knowledge, gain insight, understanding and also skills useful in working in media and related organizations in the positions of ordinary employees and especially in the positions of lower and middle management. Knowledge can then serve as the basis of knowledge for senior management. By creating specific media projects and discussing them, students will acquire skills that they can use in their future practice.
  • 1st block • Principles of management, people management and marketing, media specifics • 2nd block • Media (multimedia) companies in the Czech Republic and worldwide, ownership, structure and organization, differences between printed, online and electronic media, advertising and PR Agencies • Unit 3 • Public and commercial media (management, marketing, content, economics - printed, online and electronic media). Professions in printed and electronic media, human resources (motivation, trade unions) • Unit 4 • Relationship of the editorial office - distribution - advertising (communication of the department, editorial independence). Advertising, structure, functioning. Distribution (distribution), structure, functioning • 5th block • Structure, organization and functioning of the editorial office, operational management and decision-making of the editorial office, editorial planning, concept, vision. Contact with readers, viewers, listeners (event suggestions); Creating columns, series (designs)
    required literature
  • ČUŘÍK, Jaroslav and Rudolf BURGR. Nové trendy v médiích. Vyd. 1. Brno: Masarykova univerzita, 2012. 239 s. ISBN 9788021058392. 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, 2012. 223 pp. ISBN 978-80-210-5826-2. info
  • RUSS-MOHL, Stephan. Žurnalistika : komplexní průvodce praktickou žurnalistikou. Translated by Hana Bakičová. 1. vyd. Praha: Grada, 2005. 292 s. ISBN 8024701588. info
  • JIRÁK, Jan and Barbara KÖPPLOVÁ. Média a společnost : [stručný úvod do studia médií a mediální komunikace]. Vyd. 2. Praha: Portál, 2007. 207 s. ISBN 9788073672874. info
  • KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozší. Praha: Grada, 2018. 285 stran. ISBN 9788024758695. URL 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, 2003. 203 s. ISBN 80-7261-082-1. info
  • BEDNÁŘ, Vojtěch. Marketing na sociálních sítích : prosaďte se na Facebooku a Twitteru. Vyd. 1. Brno: Computer Press, 2011. 197 s. ISBN 9788025133200. info
    recommended literature
  • Handbook of media management and economics. Edited by Alan B. Albarran - Bożena Mierzejewska - Jaemin Jung. 2nd edition. New York: Routledge, Taylor & Francis Group, 2018. xix, 476. ISBN 9781138729292. info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. 15 global edition. Boston: Pearson, 2016. 714, 14. ISBN 9781292092621. info
  • VYSEKALOVÁ, Jitka. Emoce v marketingu : jak oslovit srdce zákazníka. 1. vyd. Praha: Grada, 2014. 289 s. ISBN 9788024748436. URL info
  • Media and convergence management. Edited by Sandra Diehl - Matthias Karmasin. Berlin: Springer, 2013. xxv, 376. ISBN 9783642361623. info
  • MILLER, Michael. Internetový marketing s YouTube : průvodce využitím on-line videa v byznysu. Translated by Jiří Huf. 1. vyd. Brno: Computer Press, 2012. 296 s. ISBN 9788025136720. info
  • JURÁŠKOVÁ, Olga and Pavel HORŇÁK. Velký slovník marketingových komunikací. První vydání. Praha: Grada Publishing, 2012. 271 stran. ISBN 9788024743547. URL info
  • Making online news : newsroom ethnographies in the second decade of internet journalism. Edited by David Domingo - Chris Paterson. New York: Peter Lang, 2011. xx, 185. ISBN 9781433110641. info
  • TREADAWAY, Chris and Mari SMITH. Marketing na Facebooku : výukový kurz. Vyd. 1. Brno: Computer Press, 2011. 296 s. ISBN 9788025133378. info
  • KOZEL, Roman, Lenka MYNÁŘOVÁ and Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada, 2011. 304 s. ISBN 9788024735276. URL info
  • BERKLEY, Holly. Marketing in the new media. Second edition. Bellingham: Self-Counsel press (a division of) International Self-Counsel Press, 2009. xi, 163. ISBN 9781551808727. info
Teaching methods
Lectures, where students are acquainted with individual topics according to the course syllabus, supplemented with theoretical preparation, self-study of professional literature and other resources (especially printed and online media) according to the teacher's recommendation. Students can also use individual personal consultations or e-learning consultations as needed and upon prior arrangement with the teacher. Students will also create and present individual work and practical team projects.
Assessment methods
The course will be successfully completed by students who will fulfill all the tasks and presentations given during lectures by the teacher and pass the final written test of knowledge from lectures, consultations, study materials and literature. • • Another prerequisite for successful completion of the course is an active participation in at least 3 out of 5 block lectures throughout the course. • • Students are usually given two written assignments (seminar work) in the extent of several standardized pages of the text during the semester; the topic related to the course content will be determined by the teacher individually for each student or designated team. The teacher also specifies other details related to the assignment (for example, whether it will be in the form of a professional or other type of text, the exact scope, the deadline for submission, whether it is part of the assignment, etc.). The assignment is considered to be fulfilled if at least 60 points out of 100 are evaluated by the teacher. • • The final written test is usually written directly in the information system (IS), closed questions are evaluated immediately automatically. The number of questions is usually around twenty, the time for students to answer is limited to 20 minutes. • • Students are not allowed to use any tools or technologies (except computer access to the test in the information system). Each student handles the test separately. Violation of these rules implies immediate completion of the F-grade test. - 76 points, D: 75 - 68 points, E: 67 - 60 points, F: 59 and less
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
The course is taught: in blocks.
Teacher's information
Fraudulent Fulfillment of Study Obligations: Teaching at FSS MU assumes that students are aware of the study regulations and that they do not commit fraudulent fulfillment of study obligations, especially copying for examinations and plagiarism, ie issuing foreign ideas for oneself and assuming ideas of other authors without mentioning authorship. Plagiarism is one of the most serious ethical offenses in the academic environment, denies the mission of the university and the sense of study. From a legal point of view, plagiarism is theft of someone else's intellectual property. Under no circumstances can fraudulent performance of study obligations be tolerated by the FSS. Every case of fraudulent behavior will be punished with the most severe penalty, by unconditional expulsion from studies. Students are encouraged to become familiar with plagiarism and how to avoid it.
The course is also listed under the following terms Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019.
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