N_MeA Media Analysis

University of Finance and Administration
Summer 2013
Extent and Intensity
1/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Adolf Vodrážka (seminar tutor)
Ing. Vladimír Kaucký, CSc. (assistant)
Guaranteed by
PhDr. Adolf Vodrážka
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
N_MeA/cMMO: each odd Wednesday 12:15–12:59 M24, each odd Wednesday 13:00–13:45 M24, A. Vodrážka
N_MeA/cM1PH: each even Thursday 15:45–16:29 S11, each even Thursday 16:30–17:15 S11, A. Vodrážka
N_MeA/cM2PH: each odd Thursday 12:15–12:59 S13, each odd Thursday 13:00–13:45 S13, A. Vodrážka
N_MeA/cM3PH: each odd Thursday 14:00–14:44 S13, each odd Thursday 14:45–15:30 S13, A. Vodrážka
N_MeA/pMMO: each even Wednesday 12:15–12:59 M24, each even Wednesday 13:00–13:45 M24, A. Vodrážka
N_MeA/pMPH: each even Thursday 14:00–14:44 S01, each even Thursday 14:45–15:30 S01, A. Vodrážka
N_MeA/uM1aPH: Tue 19. 2. 14:00–15:30 S21, Tue 26. 2. 14:00–15:30 E126, Tue 5. 3. 14:00–15:30 S21, Tue 19. 3. 14:00–15:30 S21, Tue 26. 3. 14:00–15:30 S21, A. Vodrážka
N_MeA/uM1bPH: Tue 19. 2. 15:45–17:15 S26, Tue 26. 2. 15:45–17:15 E125, Tue 5. 3. 15:45–17:15 S26, Tue 19. 3. 15:45–17:15 S26, Tue 26. 3. 15:45–17:15 S26, A. Vodrážka
N_MeA/vMKL: Fri 8. 2. 15:30–17:00 K212, Fri 15. 2. 17:15–18:45 K212, 19:00–20:30 K212, Fri 1. 3. 13:45–15:15 K212, 15:30–17:00 K212, A. Vodrážka
N_MeA/vMMO: Fri 15. 3. 12:00–13:30 M22, Fri 5. 4. 12:00–13:30 M17, 13:45–15:15 M17, Fri 19. 4. 12:00–13:30 M17, 13:45–15:15 M17, A. Vodrážka
N_MeA/vM2PH: Fri 22. 2. 13:45–15:15 S11, Sat 9. 3. 9:45–11:15 S11, 11:30–13:00 S11, Fri 22. 3. 15:30–17:00 S11, 17:15–18:45 S11, A. Vodrážka
N_MeA/vM3PH: Fri 22. 2. 15:30–17:00 S23, Fri 8. 3. 12:00–13:30 S23, 13:45–15:15 S23, Sat 23. 3. 9:45–11:15 E123, 11:30–13:00 E123, A. Vodrážka
Prerequisites
Completed bachelor’s studies of communication or marketing fields of study at different universities, completing the courses Integrated Marketing Communications and Marketing Research Methods.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Students will get understand the basic themes of mass and media communication theory and their use in realisation of media research and creation of complete communication campaigns. Students will gain knowledge of media research terminology and methodology, including measurement of media research effectiveness, and knowledge of metrics and data used in practice. After the course students will be well informed about the Czech media environment, including subjects working in the field of research. Students will be able to apply research methods in the course of preparation of communication mix and planning communication and marketing campaigns, including evaluation phase in different segments of media market. Graduates will be able to prepare a realistic plan of marketing campaing and participate in realisation of this plan.
Syllabus
  • 1. Media environment in the Czech Republic and in the world, system analysis of media environment and its methods 2. Media principles and responsibilities, correlation of media and society 3. Criteria for selection of media suitable for communication campaing, target groups, their segmentation and targeting 4. Marketing and sociodemographic research, its importance for media selection – quantitative and qualitative research 5. Subjects in media market in the Czech Republic, typology of communication campaigns, client brief, creative brief 6. System media research, analysis of media organization 7. Economic analysis, monitoring of advertising 8. Thematic agenda of media, Berelson’s analysis, semiotic and visual analysis 9. TV metrical research, audiometrical research, media ratings research 10. Media monitoring, competetive analysis – level of intensity and publicity 11. Metrics of effectiveness, after shopping analysis, consequent research, media audit 12. Mediaplan of communication advertising campaings
Literature
    required literature
  • Daniel C. Hallin, Paolo Mancini: Systémy médií v postmoderním světě, ISBN 978-80-7367-377-2
  • Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
  • Trampota, Tomáš; Vojtěchovská Martina: Metody výzkumu médií, Praha Portál 2010, ISBN 978-80-7367-683-4
  • Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.
  • McQuail: Úvod do teorie masové komunikace. 4. vydání. Portál Praha 2009. IBSN 978-80-7367-574-5
  • Kašík, Milan a Karel Havlíček. Marketing při utváření podnikové strategie. 1. vyd. Praha: Vysoká škola finanční a správní, 2009, 256 s. ISBN 978-807-4080-227.
    recommended literature
  • Kotler, Philip; Armstrong, Gary. Marketing. 6.vydání. Praha: Grada Publishing, a.s., 2004, ISBN 80-247-0513-3.
  • César, Jan. I zázrak potřebuje reklamu. Computer Press, a.s., 2007, 199 s. ISBN 978-80-251-1688-3.
  • Tomandl J. Jak účinně oslovit média. Computer Press, 2011. ISBN 978-80-251-3457-3.
Teaching methods
In full time study there are lectures, the content of which is the theoretical interpretation of a teacher, and seminars where the emphasis is put on active participation of students in discussions about examples from media communication practice and presentation of their written works, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.
Assessment methods
In full time study there are lectures, the content of which is the theoretical interpretation of a teacher, and seminars where the emphasis is put on active participation of students in discussions about examples from media communication practice and presentation of their written works, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Aa2.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms summer 2012, Summer 2014, Summer 2015, Summer 2016, Summer 2017.
  • Enrolment Statistics (Summer 2013, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2013/N_MeA