VSFS:BA_PM Publishing Management - Informace o předmětu

BA_PM Publishing Management

Rozsah

2/0/0. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Garance

doc. Giuseppe Maiello, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Technological development of individual media types, the invention of printing, creation of print, audio signal transmission, the emergence of radio, video transmission, the emergence of television, marked the beginning of the nineties of the last century lent heaped interactive communication through the Internet. This created the Internet and New media, thus starting a new phenomenon unprecedented development, multimedia communications. New trends in communication include internet, smart phones, tablets and other, these trends affect the entire media environment and the market, while also influencing all publishing entities and activities. It changes as knowledge and introducing new methods in all fields of communication, due to changes of content of communications, public relations and other activities. Students will receive information about the media market, media landscape of the 21st Century, understand trends in modern multimedia communication. Today determines the content, the quality, speed of delivery and this communication does not depend on the media type. The students are familiar with the basics of finance publishing activities, organization of communications with agencies in awarding advertising etc. Students will be ready to create a simple project in the field of printed media, corporate magazine, or web server, including a shortened business plan.

Výstupy z učení

At the end of the course the students will be able to understand the progress of the media in conjunction with the progress of the society in different settings (considering the technological, cultural and historical events which impacted the development of various societies and cultures in different ways). In addition, the students will learn to critically evaluate the role of various types of media to social progress across time, be it scientific, moral, economic or cultural progress. As part of the practical exercises, the students will develop their academic writting skills. They will learn to produce a pice of work which is meant for public presentation (mock publishing exercise).

Osnova

• LECTURES 1: The position of television in modern society. 2: Understanding the roles and functions of radio broadcasting in contemporary society 3: Understanding the changes in journalism and the creation of communication 4: Historical development of individual media types and impact on society 5: Publishing houses, organization and editorial work systém 6: Planning and management of editorial work, composition of newspapers / magazines 7: Target groups and media types efficiency metrics 8: Types and typology of advertising formats 9: The organization and operation of the advertising section 10: Organization and functioning of the business and the sales department, budgeting 11: How perform the media today, data media, publishing marketing, sales promotion 12: Selected presentations, evaluation of presentations and credits

Literatura

povinná literatura
• KOSINETS, Robert V., Netnography, London, Sage, 2020, ISBN 978-1526444691

doporučená literatura
• 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
• WINSTON, Brian a Brian WINSTON. Media technology and society: a history : from the telegraph to the Internet. 3rd ed. New York: Routledge, 1998, xiv, 374 p. ISBN 04-151-4230-X
• MCLUHAN, Marshall a W GORDON. Understanding media: the extensions of man. Critical ed. Corte Madera, CA: Gingko Press, 2003, xxi, 611 p. ISBN 978-1584230731
• BRIGGS, Asa a Peter BURKE. A social history of the media: from Gutenberg to the Internet. 3rd ed. Malden, MA: Polity, 2009, viii, 346 p. ISBN 978-074-5644-950
• 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.

Výukové metody

The classes will be organised as interactive lectures, in which the theory will be supplemented by practical examples. The lessons will include both theoretical aspects of the field and practical examples. The individual presentations will be presented in front of the class.

Metody hodnocení

The course BA_PM is finished with an oral examination (Zk). The student's performance on the seminar assignments and oral examination contribute to the final grade.

Vyučovací jazyk

Angličtina

Informace učitele

The assessment is based on the completion of seminar assignments (50% of the grade), active participation in lectures and practical exercises, and 75% attendance to classes. Prerequisites: Mastering the prerequisites - Course Structure Marketing Communications, Advertising, and Media development. For individual consultations, the students can contact the teacher in person by phone (00420 603578587). We can not guarantee answers via email.

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