VSFS:N_MPA Media Planning and Audit - Course Information

N_MPA Media Planning and Audit

Extent and Intensity

1/1/0. 3 credit(s). Type of Completion: z (credit).

Teacher(s)

Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
PhDr. Martina Švecová, MSc (seminar tutor)

Guaranteed by

PhDr. Martina Švecová, MSc
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

N_MPA/cMPH: each even Thursday 12:15–12:59 S24, each even Thursday 13:00–13:45 S24, M. Švecová
N_MPA/pMPH: each even Thursday 10:30–11:14 S24, each even Thursday 11:15–12:00 S24, M. Švecová
N_MPA/vMMO: Sat 20. 11. 8:00–9:30 M27, 9:45–11:15 M27, Sat 4. 12. 8:00–9:30 M27, 9:45–11:15 M27, Sat 18. 12. 8:00–9:30 M27, 9:45–11:15 M27, P. Rosenlacher
N_MPA/vMPH: Fri 15. 10. 14:00–15:30 S33, 15:45–17:15 S33, Fri 19. 11. 17:30–19:00 S33, 19:15–20:45 S33, Fri 3. 12. 14:00–15:30 S33, 15:45–17:15 S33, M. Švecová

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 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.

Learning outcomes

Student will be able: - To understand Czech media market and its future trends - To understand basic media terminology - To understand process of media planning - To understand process of media buying - To prepare draft Media Proposal within the IMC Strategy and following the client/company aims. - To evaluate advertising campaign

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
• KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2. aktualizované a doplněné vydání. Praha: Grada Publishing, 2016. ISBN 222 s. 978-80-247-5769-8.
• 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.
• KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. 274 s. EUPRESS. ISBN 978-80-7408-100-2.
• JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2. rozš. vyd. Praha: Grada Publishing, 2013. 368 s. ISBN 978-80-247-4670-8.
• JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.

recommended literature
• KARLÍČEK, Miroslav. Základy marketingu. 2. přepracované a rozšířené vydání. Praha: Grada Publishing, 2018. 285 s. ISBN 978-80-247-5869-5.
• KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. New Jersey: Wiley. 2017. 208 p. ISBN 978-1-119-34120-8.
• VAŠTÍKOVÁ, Miroslava. Marketing služeb: efektivně a moderně. 2. aktualiz. a rozš. vyd. Praha: Grada Publishing, 2014. 272 s. ISBN 978-80-247-5037-8.
• KOTLER, Philip a Kevin Lane KELLER. Marketing management. 4. vyd. Praha: Grada Publishing, 2013. 816 s. ISBN 978-80-247-4150-5.
• KUPEC, Václav. Marketing Audit of Corporate Communication in Banking Sector. Socioekonomické a humanitní studie, Praha: BIVŠ v Praze, 2015, roč. 5, č. 2, s. 25-31. ISSN 1804-6797.
• KUPEC, Václav. Risk Audit of Marketing Communication. European Research Studies Journal, Piraeus: University of Piraeus, International Strategic Management Association, 2018, XXI, č. 1, s. 125-132. ISSN 1108-2976.

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 - creation of mediaplan in the workgroups, compulsory seminar participation is 75%.

Assessment methods

Methods of evaluation: credit (z) Credit is awarded on successful participation on group project, 75% attendance for full study and 50% for parttime study and presentation of group project. By the project is meant the media plan for selected company. Each group has max. 4 members. Further information about the student work and the study learning materials will be provided through the course in the folder study materials. Examination: the mark is awarded on the base of written test. The test verifies the knowledges achieved through the lessons. Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the DM project alone.

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

Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the mediaplan project alone.

• Enrolment Statistics (Winter 2021, recent)
  
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