BA_CCM Corporate Communication with Media

University of Finance and Administration
Winter 2016
Extent and Intensity
1/1. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Jiří Šnajdar (seminar tutor)
Guaranteed by
Ing. Jiří Šnajdar
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.
Timetable of Seminar Groups
BA_CCM/cMCPH: each odd Thursday 8:45–9:29 E223, each odd Thursday 9:30–10:15 E223, J. Šnajdar
BA_CCM/pMCPH: each even Thursday 8:45–9:29 E223, each even Thursday 9:30–10:15 E223, J. Šnajdar
Prerequisites
Knowledge of basic terms of social communication and public relations with media
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course should be able :
understand and explain basic management training and media content - text
screenwriting preparation
AV communication
prepare for communication with journalist presentation in the media to bring the basic requirements for the contents of media PR
search methods and creative process of thematic contexts
basics of creative writing.
Students should have mastered the fundamentals of writing as a genre, its modifications
Syllabus
  • Lecture 1 : historical background and development of marketing messages and text forms, contexts marketing / content in the literature. Literary predecessors marketing messages. From H.Ford to present
  • Lecture 2 : basic style making resources of language, spoken specifics - hand writing, power words, verbal tools : accent, appelation, metafor, alliteration, refrain, rythmic exercises, selected literary forms, originality, banality, the language of everyday life and jargon
  • Lecture 3 : typology of written expression in marketing communications, company, organisation, insitutions, by objective. Press release communications with journalists, documents for the press conference, presentation texts.
  • Lecture 4 : topic and theme of communication as load bearing elements of marketing information.
  • Lecture 5 : the report as genre fundamentals of marketing communication its attributes, types. The composition according to the type of communication messages.
  • Lecture 6 : message content, information hierarchy, pyramid principle, the principle of the tree. Applications in presentation texts.
  • Lecture 7 : specifics of radio, television reports, preparing literary / technical scenarios. Preparations of texts, materials for speaker in according to communication with media.
  • Lecture 8 : journalistic genres - reportage, interviews, their text attributes, opportunities genre.
  • Lecture 9 : the text of the Public Relations, PR implementations media contents in genres. Editing texts for media authorization. The role of spokesperson.
  • Lecture 10 : printing minimum, formats binding and its variations
  • Lecture 11 : preparation of texts - materials for press conferences, media journalists. Press releases and its formats.
  • Lecture 12 : editing texts - proof reading, tables of contents, indexes and notes. Preparations for printing, printing techniques and types of publications.
Literature
    required literature
  • POE, Marshall. A history of communications: media and society from the evolution of speech to the Internet. New York: Cambridge University Press, 2011, xi, 337 p. ISBN 11-070-0435-7.
    recommended literature
  • SCOTT, David Meerman. The new rules of marketing and PR: how to use social media, blogs, news releases, online video,. 2nd ed. Hoboken, N.J.: John Wiley, c2010, xxx, 289 p. ISBN 04-705-4781-2.
  • MCKINLEY, Mary M. Ethics in marketing and communications: towards a global perspective. New York: Palgrave Macmillan, 2012, xi, 130 pages. ISBN 978-023-0358-553.
  • BARNES, Roscoe. Public relations made easy. Irvine, Calif.: Entrepreneur Press, c2007, xvii, 171 p. ISBN 15-991-8078-2.
  • Sage brief guide to corporate social responsibility. Los Angeles: SAGE Publications, c2012, ix, 274 p. ISBN 14-129-9722-4.
  • MCCUSKER, Gerry. Public relations disasters: talespin--inside stories. Pbk. ed. London: Kogan Page, 2006. ISBN 978-074-9445-720.
  • THEAKER, Alison a Alison THEAKER. The public relations handbook. 4th ed. New York, NY: Routledge, 2012, xvi, 487 p. Media practice. ISBN 02-038-0482-1.
Teaching methods
Lectures and seminars in full-time study, tutorials in part-time study, compulsory seminar participation is 75% study.
Assessment methods
Active participation and a final seminar paper - stylistic exercise or synopsis or script or shooting script
Language of instruction
English
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: 6 hodin KS/semestr.
The course is also listed under the following terms Winter 2013, Winter 2014, Winter 2015.
  • Enrolment Statistics (recent)
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