N_MPA Media Planning and Audit

University of Finance and Administration
Winter 2016
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
JUDr. Petr Majerik (seminar tutor)
Guaranteed by
JUDr. Petr Majerik
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_MPA/cMPH: each even Wednesday 15:45–16:29 S11, each even Wednesday 16:30–17:15 S11, except Wed 5. 10. ; and Tue 11. 10. 14:00–15:30 S34, P. Majerik
N_MPA/pMPH: each even Wednesday 14:00–14:44 S11, each even Wednesday 14:45–15:30 S11, except Wed 5. 10. ; and Tue 11. 10. 12:15–13:45 S34, P. Majerik
N_MPA/uMPH: Tue 1. 11. 17:30–19:00 S24, Tue 22. 11. 15:45–17:15 S24, 17:30–19:00 S24, P. Majerik
Prerequisites
Elementary knowledge of marketing communications and media environment at the level of teaching in secondary schools and undergraduate degree programs. 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 learn the structure of the Czech media environment, including terminology and be able to explain the practice in media planning metrics used. After completing the course, students will be able to interpret in practice, the choice of media used and the steps to make the process of planning and implementing integrated communications campaigns in various segments of the media market, including the evaluation phase. The information gathered will be able to use the team to create a real media plan marketing or advertising communication campaigns, including its implementation form.
Syllabus
  • 1. Media as an attribute of social movements, the development of the media sector, the current structure of the Media; 2. Commercial information, advertising and advertising in the media, types of media campaigns; 3. The client and the creative brief - basic information between client and agency; 4. Strategies and components of the communication mix; 5. Subjects in the Czech media market, data sources and typology of media; 6. Marketing research and their importance for media selection, segmentation of target groups and targeting; 7. The choice of media for communication campaign and the establishment of the communication mix; 8. Determination and correlation between the marketing, communications and media objectives; 9. Media audit; 10. Implementation plan, reach, frequency, timing; 11. Efficiency metrics, reporting, follow-up research; 12. Case report media plan communication campaigns.
Literature
    required literature
  • Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
  • Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2
  • 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.
  • McQuail, D.: Úvod do teorie masové komunikace. 4. vydání. Portál Praha 2009. IBSN 978-80-7367-574-5
  • César, Jan. I zázrak potřebuje reklamu. Computer Press, a.s., 2007, 199 s. ISBN 978-80-251-1688-3.
  • Reifová I. a kolektiv: Slovník mediální komunikace, Portál 2004, ISBN 80-7178-926-7
  • Pavlů, D.: Veletrhy a výstavy, Kultura, komunikace, multimedialita, marketing, Professional Publishing 2009, ISBN: 978-80-86946-38-2
  • Ročenka Strategie 2013: Média a marketingová komunikace
  • MAJERIK, Petr. Využití TV metrů pro mediální plánování. Fresh Magazine, 2008, roč. 2008, č. 11, s. 24-24. ISSN 1801-4488. info
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
The time courses are exercises regularly checked partial knowledge in the form of written work in   Following the preparation of the areas of study support. The study is completed with a written test Minor deficiencies of written test can "fix" the oral interview. For severe errors, it is necessary to repeat the test.
Language of instruction
Czech
Follow-Up Courses
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: 10 hodin KS/semestr.
The course is also listed under the following terms Summer 2011, Winter 2013, Winter 2014, Winter 2015, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022.
  • Enrolment Statistics (Winter 2016, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2016/N_MPA