N_AMK Communication Audit

University of Finance and Administration
Winter 2024
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
Ing. Radek Turčáni
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
Elementary knowledge of marketing communications and media environment. The ability to apply theoretical knowledge taught and apply them in practice.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Graduates will gain an overview of the structure of the Czech media environment, including terminology, and will be able to explain the metrics used in practice for media planning. Upon completion of the course, students will be able to explain the criteria for media selection, create a media and evaluation plan. They will learn the basic philosophy of media planning and why Post Buy analysis and control of campaign success is important. They will be able to use the information learned to create a realistic media plan for a communications campaign including evaluation.
Learning outcomes
Students will be able to: - Understand the Czech media market, including its development trends - Define the technical parameters of individual media - Define the basic terminology of media planning - Understand the media planning process - Understand the media buying process - Propose a media plan, taking into account the IMC and the company's strategy objectives - Evaluate the advertising success of a media campaign and suggest alternatives for change
Syllabus
  • Lecture Syllabus:
  • 1. Media and their Position in Society
  • 2. Media Company Production
  • 3. Audience vs. Publikum
  • 4. Media Product
  • 5. Media Influence and how to use it in the Marketing campaigns
  • 6. Media in the Marketing and oposite
  • 7. Marketing Strategy and Media Planning
  • 8. Media Plan: Basic Metrics
  • 9. Media Plan Creation
  • 10. Budget
  • 11. Realization and Evaluation of the Media Plan
  • 12. Case Report of the Media Plan of the Advertising Campaign
Literature
    required literature
  • KELLEY Larry, Kim SHEEHAN and Donald W. JUGENHEIMER. Advertising Media Planning. 4th Ed. New York: Routledge, 2015. 352 p. ISBN 978-0-7656-4089-5.
  • KATZ, Helen E. The media handbook: a complete guide to advertising media selection, planning, research, and buying. 6th edition. New York, 2017. ISBN 978-113-8689-152
  • MCDONALD, Malcolm a Hugh WILSON. Marketing Plans: How to prepare them, how to profit from them. 8th edition. West Sussex, printed USA: Wiley, 2016. ISBN 9781119217138.
    recommended literature
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.
  • DAN S., Kennedy. Magnetic Marketing: How to attract a flood of new customers that pay, stay and refer. USA: Forbes Books, 2018. ISBN 978-1-946633-74-3.
Teaching methods
In the full-time study, particular examples from practice, videos and presentations are used to familiarize the student with the online and offline media environment. The main goal is to introduce the full breadth of media and their technological advantages and limitations in promotion. In the exercises, emphasis is placed on active participation of students in the discussion and creation of credit work, including calculations of KPIs of media used in campaigns. At least 75% participation in seminars is required.
Assessment methods
Completion of the course is by credit (z). The student receives credit for class participation - 75% in full-time study, 50% in combined study and for the creation of a media plan in groups of up to 2 members. In case of lower participation, the student prepares the media plan independently or follows the teacher's instructions. Further instructions, including texts and information on media planning are available in the IS in the interactive syllabus and Study Materials.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
Teacher's information
Individual Study Plan (ISP): For students with an ISP or ERASMUS who do not meet the minimum required attendance, a media plan and attachments are prepared individually.
The course is also listed under the following terms Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2024/N_AMK