B_KPM Company's Communication with Media

University of Finance and Administration
Summer 2017
Extent and Intensity
1/1. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Pavel Čírtek (seminar tutor)
Guaranteed by
PhDr. Pavel Čírtek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_KPM/cMMO: each odd Monday 15:45–16:29 M17, each odd Monday 16:30–17:15 M17, P. Čírtek
B_KPM/cMPH: each odd Wednesday 14:00–14:44 E124, each odd Wednesday 14:45–15:30 E124, P. Čírtek
B_KPM/pMMO: each even Monday 15:45–16:29 M17, each even Monday 16:30–17:15 M17, P. Čírtek
B_KPM/pMPH: each even Wednesday 14:00–14:44 E124, each even Wednesday 14:45–15:30 E124, P. Čírtek
B_KPM/uMPH: Tue 14. 3. 14:00–15:30 E128, 15:45–17:15 E128, Tue 21. 3. 14:00–15:30 E128, P. Čírtek
B_KPM/vMPH: Fri 10. 2. 17:30–19:00 E222, Fri 24. 2. 15:45–17:15 E124, 17:30–19:00 E124, P. Čírtek
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course students should be able to understand and explain asic management training media content - text, screenwriting preparation AV communication, prepare for communication with journalists representation 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
  • Contents of lectures: Lecture 1: Historical background and development of marketing messages and text forms, contexts marketing / content   in the literature. Literary predecessors marketing messages. By H. Ford to   present. Lecture 2: Basic style making resources of language, spoken specifics - handwriting, power words, verbal tools: accent, appellation, metaphor, alliteration, refrain, rhythmic exercises ... verbal canons in selected literary forms, originality, banality, the language of everyday life, newspeak, jargon. 3rd Lecture Typology of written expression in   marketing communications company (organizations, institutions) by objective. Press release, 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, or - what interested readers, journalists, customers / clients. Personality journalist - his expectations, influence, autonomy, social status, professional and community levels. Lecture 5: The report as a genre fundamentals of marketing communication - its attributes, types. The composition according to the type of communication messages - chronological, accented, emphatic, extended, dialogizovaná. Report as headline, slogan, slogan. Lecture 6: Message content - information hierarchy, pyramid principle, the principle of the tree. Applications in   presentation texts. Textual detail, whole. Relevant and irrelevant. Ballast expression in texts  , "foaming čechrání". Difficulties in contexts   "donkey bridges." Lecture 7: Specifics of radio, television reports - preparing, literary / technical scenarios. Preparation of texts, materials for speaker / manager to resign in   according to communication media situation. Lecture 8: Journalistic genres - reportage, interviews, their text attributes, opportunities genre. Basic creative processes. Body   author in journalistic genres. Art points, conclusion, summary. Tactics conversation / interview. How to prevent tampering. Communication Pyramid. Lecture 9: The text of the Public Relations, PR implementations media contents in   / genres. Editing texts for media authorization. The role of spokesperson.   Building contacts with the media, text tools, tactics text communication towards the media. Lecture 10: Printing minimum. Formats binding, cover, cover, cover, embossing, varnish, lamination, slepotick, partial paint, paper, and his comrades, offset printing, letterpress, gravure, printing flat. Lecture 11: Preparation of texts - materials for press conferences, media journalists. Press releases, press kit / press pack. Formats, layout, adjustáž. Lecture 12: Editing texts - proofreading, proofreading marks. Tables of contents, indexes, notes. Preparation for printing, PostScript, printing techniques, types of publications. Break text, basic graphics, location and orientation of text blocks on the page. The parameters of documents from text editors  
Literature
    required literature
  • ČÍRTEK, Pavel a Milan KAŠÍK. Marketingová komunikace podniku s médii. Vyd. 1. Praha: Vysoká škola finanční a správní, 2008, 113 s. ISBN 978-807-4080-081.
  • Shakespeare, W.: Julius Caesar
  • Aristoteles: Poetika
  • Křivánek, V., Kupcová, H.: Malý slovník literárních pojmů, Praha – Scientia, 1996
  • Černá, J., Kašík, M., Kunz, V.: Public relation, Praha – Eupress, 2006
    recommended literature
  • Svoboda, V.: Public relations – moderně a účinně. Praha: Grada Publishing. ISBN 80-247-0564-8
  • Ruβ-Mohl, S.: Žurnalistika. Praha: Grada. ISBN 80-247-0158-8
  • Vopěnka, P.: Meditace o základech vědy. Praha: Práh, 2001, ISBN 80–7252-044-X
  • Kočička P., Blažek F.: Praktická typografie. Brno: ComputerPress,2000
  • Halada, J., Oswaldová B.: Praktická encyklopedie žurnalistiky. Praha: Libri, 2007. ISBN 978-80-7277-266-7
  • Kanitz, Anja.: Umění úspěšné komunikace, Praha – Grada, 2005
  • Black, S.: Nejúčinnější propagace – public relation. Praha: Grada, 1994
  • Eisner, P.: Čeština poslechem i poklepem. Praha: Pražské nakl. J. Poláčka PLUTO, 1996
  • Andrzej, W. Jabłoński (a kol.).: Politický marketing, úvod do teorie a praxe. Praha: Barrister and Principall, 2006. ISBN: 80-7364-011-2
  • Bajčan, R.: Tvorba PR. Praha: MagnetPress. 1. vydání, 2004. ISBN 2-86786- 76
  • Marvan, J.: Brána jazykem otvíraná, aneb o češtině světové. Praha: Academia, 2004. ISBN: 80-200-0932-9
  • Horáková, I. – Stejskalová, D. – Škapová, H.: Firemní komunikace, Praha – Management press, 2000
  • Wolf, J.: Člověk a jeho pradějiny, Praha - Arsci, 1996
  • Eisner, P.: Chrám i tvrz. Praha: Pražské nakl. J. Poláčka PLUTO. ISBN: 80-902183-2-6
  • Ftorek, J.: Tipy a triky, jak vyzrát na novináře. Praha: Trend marketing, č. 6-7 (2005)
  • Kolektiv autorů. Písmo ve výtvarné výchově. Praha: SPN, 1985.
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
Credit (3 credits), the subject is closed credit, which is required for active participation and a final seminar paper - stylistic exercise, synopsis, script and shooting script.
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: 6 hodin KS/semestr.
The course is also listed under the following terms Summer 2013, Summer 2014, Summer 2015, Summer 2016.

B_KPM Company's Communication with Media

University of Finance and Administration
Summer 2016
Extent and Intensity
1/1. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Pavel Čírtek (seminar tutor)
Guaranteed by
PhDr. Pavel Čírtek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_KPM/cMMO: each even Tuesday 12:15–12:59 M27, each even Tuesday 13:00–13:45 M27, P. Čírtek
B_KPM/cM13PH: each odd Tuesday 10:30–11:14 E230, each odd Tuesday 11:15–12:00 E230, except Tue 15. 3., except Tue 12. 4. ; and Tue 15. 3. 10:30–12:00 E007KC, Tue 12. 4. 10:30–12:00 E007KC, P. Čírtek
B_KPM/cM2PH: each odd Wednesday 8:45–9:29 E227, each odd Wednesday 9:30–10:15 E227, P. Čírtek
B_KPM/pMMO: each even Tuesday 10:30–11:14 M27, each even Tuesday 11:15–12:00 M27, P. Čírtek
B_KPM/pMPH: each odd Tuesday 8:45–9:29 E230, each odd Tuesday 9:30–10:15 E230, except Tue 15. 3., except Tue 12. 4. ; and Tue 15. 3. 8:45–10:15 E222, Tue 12. 4. 8:45–10:15 E222, P. Čírtek
B_KPM/uMPH: Tue 8. 3. 15:45–17:15 E127, Tue 22. 3. 15:45–17:15 E127, 17:30–19:00 E127, P. Čírtek
B_KPM/vMKL: Fri 18. 3. 13:45–15:15 K203, Fri 8. 4. 15:30–17:00 K203, 17:15–18:45 K203, P. Čírtek
B_KPM/vMMO: Sat 9. 4. 9:45–11:15 M25, 11:30–13:00 M25, Fri 22. 4. 15:30–17:00 M26, P. Čírtek
B_KPM/vMPH: Sat 27. 2. 9:45–11:15 E124, 11:30–13:00 E124, Fri 11. 3. 15:30–17:00 E124, P. Čírtek
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course students should be able to understand and explain asic management training media content - text, screenwriting preparation AV communication, prepare for communication with journalists representation 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
  • Contents of lectures: Lecture 1: Historical background and development of marketing messages and text forms, contexts marketing / content   in the literature. Literary predecessors marketing messages. By H. Ford to   present. Lecture 2: Basic style making resources of language, spoken specifics - handwriting, power words, verbal tools: accent, appellation, metaphor, alliteration, refrain, rhythmic exercises ... verbal canons in selected literary forms, originality, banality, the language of everyday life, newspeak, jargon. 3rd Lecture Typology of written expression in   marketing communications company (organizations, institutions) by objective. Press release, 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, or - what interested readers, journalists, customers / clients. Personality journalist - his expectations, influence, autonomy, social status, professional and community levels. Lecture 5: The report as a genre fundamentals of marketing communication - its attributes, types. The composition according to the type of communication messages - chronological, accented, emphatic, extended, dialogizovaná. Report as headline, slogan, slogan. Lecture 6: Message content - information hierarchy, pyramid principle, the principle of the tree. Applications in   presentation texts. Textual detail, whole. Relevant and irrelevant. Ballast expression in texts  , "foaming čechrání". Difficulties in contexts   "donkey bridges." Lecture 7: Specifics of radio, television reports - preparing, literary / technical scenarios. Preparation of texts, materials for speaker / manager to resign in   according to communication media situation. Lecture 8: Journalistic genres - reportage, interviews, their text attributes, opportunities genre. Basic creative processes. Body   author in journalistic genres. Art points, conclusion, summary. Tactics conversation / interview. How to prevent tampering. Communication Pyramid. Lecture 9: The text of the Public Relations, PR implementations media contents in   / genres. Editing texts for media authorization. The role of spokesperson.   Building contacts with the media, text tools, tactics text communication towards the media. Lecture 10: Printing minimum. Formats binding, cover, cover, cover, embossing, varnish, lamination, slepotick, partial paint, paper, and his comrades, offset printing, letterpress, gravure, printing flat. Lecture 11: Preparation of texts - materials for press conferences, media journalists. Press releases, press kit / press pack. Formats, layout, adjustáž. Lecture 12: Editing texts - proofreading, proofreading marks. Tables of contents, indexes, notes. Preparation for printing, PostScript, printing techniques, types of publications. Break text, basic graphics, location and orientation of text blocks on the page. The parameters of documents from text editors  
Literature
    required literature
  • ČÍRTEK, Pavel a Milan KAŠÍK. Marketingová komunikace podniku s médii. Vyd. 1. Praha: Vysoká škola finanční a správní, 2008, 113 s. ISBN 978-807-4080-081.
  • Shakespeare, W.: Julius Caesar
  • Aristoteles: Poetika
  • Křivánek, V., Kupcová, H.: Malý slovník literárních pojmů, Praha – Scientia, 1996
  • Černá, J., Kašík, M., Kunz, V.: Public relation, Praha – Eupress, 2006
    recommended literature
  • Wolf, J.: Člověk a jeho pradějiny, Praha - Arsci, 1996
  • Halada, J., Oswaldová B.: Praktická encyklopedie žurnalistiky. Praha: Libri, 2007. ISBN 978-80-7277-266-7
  • Andrzej, W. Jabłoński (a kol.).: Politický marketing, úvod do teorie a praxe. Praha: Barrister and Principall, 2006. ISBN: 80-7364-011-2
  • Ruβ-Mohl, S.: Žurnalistika. Praha: Grada. ISBN 80-247-0158-8
  • Kanitz, Anja.: Umění úspěšné komunikace, Praha – Grada, 2005
  • Bajčan, R.: Tvorba PR. Praha: MagnetPress. 1. vydání, 2004. ISBN 2-86786- 76
  • Svoboda, V.: Public relations – moderně a účinně. Praha: Grada Publishing. ISBN 80-247-0564-8
  • Marvan, J.: Brána jazykem otvíraná, aneb o češtině světové. Praha: Academia, 2004. ISBN: 80-200-0932-9
  • Horáková, I. – Stejskalová, D. – Škapová, H.: Firemní komunikace, Praha – Management press, 2000
  • Eisner, P.: Chrám i tvrz. Praha: Pražské nakl. J. Poláčka PLUTO. ISBN: 80-902183-2-6
  • Vopěnka, P.: Meditace o základech vědy. Praha: Práh, 2001, ISBN 80–7252-044-X
  • Eisner, P.: Čeština poslechem i poklepem. Praha: Pražské nakl. J. Poláčka PLUTO, 1996
  • Black, S.: Nejúčinnější propagace – public relation. Praha: Grada, 1994
  • Ftorek, J.: Tipy a triky, jak vyzrát na novináře. Praha: Trend marketing, č. 6-7 (2005)
  • Kočička P., Blažek F.: Praktická typografie. Brno: ComputerPress,2000
  • Kolektiv autorů. Písmo ve výtvarné výchově. Praha: SPN, 1985.
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
Credit (3 credits), the subject is closed credit, which is required for active participation and a final seminar paper - stylistic exercise, synopsis, script and shooting script.
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: 6 hodin KS/semestr.
The course is also listed under the following terms Summer 2013, Summer 2014, Summer 2015, Summer 2017.

B_KPM Company's Communication with Media

University of Finance and Administration
Summer 2015
Extent and Intensity
1/1. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Pavel Čírtek (seminar tutor)
Guaranteed by
PhDr. Pavel Čírtek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_KPM/cMaPH: each even Wednesday 12:15–12:59 E227, each even Wednesday 13:00–13:45 E227, P. Čírtek
B_KPM/cMbPH: each even Wednesday 15:45–16:29 E228, each even Wednesday 16:30–17:15 E228, P. Čírtek
B_KPM/cMMO: each odd Monday 12:15–12:59 M27, each odd Monday 13:00–13:45 M27, P. Čírtek
B_KPM/pMMO: each odd Monday 10:30–11:14 M27, each odd Monday 11:15–12:00 M27, P. Čírtek
B_KPM/pMPH: each odd Wednesday 12:15–12:59 E227, each odd Wednesday 13:00–13:45 E227, P. Čírtek
B_KPM/uMKL: Tue 24. 2. 19:15–20:45 K203, Tue 3. 3. 17:30–19:00 K206, 19:15–20:45 K206, P. Čírtek
B_KPM/uMPH: Tue 10. 3. 17:30–19:00 E129, Tue 31. 3. 14:00–15:30 E127, Tue 7. 4. 15:45–17:15 E127, P. Čírtek
B_KPM/vMMO: Fri 13. 3. 13:45–15:15 M27, 15:30–17:00 M27, Fri 27. 3. 13:45–15:15 M27, P. Čírtek
B_KPM/vMPH: Fri 6. 2. 13:45–15:15 E124, Fri 20. 2. 15:30–17:00 E124, 17:15–18:45 E124, P. Čírtek
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course students should be able to understand and explain asic management training media content - text, screenwriting preparation AV communication, prepare for communication with journalists representation 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
  • Contents of lectures: Lecture 1: Historical background and development of marketing messages and text forms, contexts marketing / content   in the literature. Literary predecessors marketing messages. By H. Ford to   present. Lecture 2: Basic style making resources of language, spoken specifics - handwriting, power words, verbal tools: accent, appellation, metaphor, alliteration, refrain, rhythmic exercises ... verbal canons in selected literary forms, originality, banality, the language of everyday life, newspeak, jargon. 3rd Lecture Typology of written expression in   marketing communications company (organizations, institutions) by objective. Press release, 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, or - what interested readers, journalists, customers / clients. Personality journalist - his expectations, influence, autonomy, social status, professional and community levels. Lecture 5: The report as a genre fundamentals of marketing communication - its attributes, types. The composition according to the type of communication messages - chronological, accented, emphatic, extended, dialogizovaná. Report as headline, slogan, slogan. Lecture 6: Message content - information hierarchy, pyramid principle, the principle of the tree. Applications in   presentation texts. Textual detail, whole. Relevant and irrelevant. Ballast expression in texts  , "foaming čechrání". Difficulties in contexts   "donkey bridges." Lecture 7: Specifics of radio, television reports - preparing, literary / technical scenarios. Preparation of texts, materials for speaker / manager to resign in   according to communication media situation. Lecture 8: Journalistic genres - reportage, interviews, their text attributes, opportunities genre. Basic creative processes. Body   author in journalistic genres. Art points, conclusion, summary. Tactics conversation / interview. How to prevent tampering. Communication Pyramid. Lecture 9: The text of the Public Relations, PR implementations media contents in   / genres. Editing texts for media authorization. The role of spokesperson.   Building contacts with the media, text tools, tactics text communication towards the media. Lecture 10: Printing minimum. Formats binding, cover, cover, cover, embossing, varnish, lamination, slepotick, partial paint, paper, and his comrades, offset printing, letterpress, gravure, printing flat. Lecture 11: Preparation of texts - materials for press conferences, media journalists. Press releases, press kit / press pack. Formats, layout, adjustáž. Lecture 12: Editing texts - proofreading, proofreading marks. Tables of contents, indexes, notes. Preparation for printing, PostScript, printing techniques, types of publications. Break text, basic graphics, location and orientation of text blocks on the page. The parameters of documents from text editors  
Literature
    required literature
  • ČÍRTEK, Pavel a Milan KAŠÍK. Marketingová komunikace podniku s médii. Vyd. 1. Praha: Vysoká škola finanční a správní, 2008, 113 s. ISBN 978-807-4080-081.
  • Shakespeare, W.: Julius Caesar
  • Aristoteles: Poetika
  • Křivánek, V., Kupcová, H.: Malý slovník literárních pojmů, Praha – Scientia, 1996
  • Černá, J., Kašík, M., Kunz, V.: Public relation, Praha – Eupress, 2006
    recommended literature
  • Kolektiv autorů. Písmo ve výtvarné výchově. Praha: SPN, 1985.
  • Kanitz, Anja.: Umění úspěšné komunikace, Praha – Grada, 2005
  • Black, S.: Nejúčinnější propagace – public relation. Praha: Grada, 1994
  • Kočička P., Blažek F.: Praktická typografie. Brno: ComputerPress,2000
  • Wolf, J.: Člověk a jeho pradějiny, Praha - Arsci, 1996
  • Svoboda, V.: Public relations – moderně a účinně. Praha: Grada Publishing. ISBN 80-247-0564-8
  • Ftorek, J.: Tipy a triky, jak vyzrát na novináře. Praha: Trend marketing, č. 6-7 (2005)
  • Halada, J., Oswaldová B.: Praktická encyklopedie žurnalistiky. Praha: Libri, 2007. ISBN 978-80-7277-266-7
  • Eisner, P.: Čeština poslechem i poklepem. Praha: Pražské nakl. J. Poláčka PLUTO, 1996
  • Horáková, I. – Stejskalová, D. – Škapová, H.: Firemní komunikace, Praha – Management press, 2000
  • Ruβ-Mohl, S.: Žurnalistika. Praha: Grada. ISBN 80-247-0158-8
  • Marvan, J.: Brána jazykem otvíraná, aneb o češtině světové. Praha: Academia, 2004. ISBN: 80-200-0932-9
  • Eisner, P.: Chrám i tvrz. Praha: Pražské nakl. J. Poláčka PLUTO. ISBN: 80-902183-2-6
  • Andrzej, W. Jabłoński (a kol.).: Politický marketing, úvod do teorie a praxe. Praha: Barrister and Principall, 2006. ISBN: 80-7364-011-2
  • Vopěnka, P.: Meditace o základech vědy. Praha: Práh, 2001, ISBN 80–7252-044-X
  • Bajčan, R.: Tvorba PR. Praha: MagnetPress. 1. vydání, 2004. ISBN 2-86786- 76
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
Credit (3 credits), the subject is closed credit, which is required for active participation and a final seminar paper - stylistic exercise, synopsis, script and shooting script.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 6 hodin KS/semestr.
The course is also listed under the following terms Summer 2013, Summer 2014, Summer 2016, Summer 2017.

B_KPM Company's Communication with Media

University of Finance and Administration
Summer 2014
Extent and Intensity
1/1. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Pavel Čírtek (seminar tutor)
Guaranteed by
PhDr. Pavel Čírtek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_KPM/cMMO: each odd Thursday 17:30–18:14 M27, each odd Thursday 18:15–19:00 M27, P. Čírtek
B_KPM/cM12PH: each even Wednesday 14:00–14:44 E126, each even Wednesday 14:45–15:30 E126, P. Čírtek
B_KPM/cM34PH: each odd Wednesday 12:15–12:59 E126, each odd Wednesday 13:00–13:45 E126, P. Čírtek
B_KPM/pMMO: each odd Thursday 15:45–16:29 M27, each odd Thursday 16:30–17:15 M27, P. Čírtek
B_KPM/pMPH: each even Wednesday 12:15–12:59 E126, each even Wednesday 13:00–13:45 E126, P. Čírtek
B_KPM/sMKL: Wed 12. 3. 17:30–19:00 K211, Wed 26. 3. 17:30–19:00 K211, 19:15–20:45 K211, P. Čírtek
B_KPM/vM2PH: Fri 28. 2. 13:45–15:15 E225, Fri 14. 3. 12:00–13:30 E227, Fri 28. 3. 12:00–13:30 E225, P. Čírtek
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course students should be able to understand and explain asic management training media content - text, screenwriting preparation AV communication, prepare for communication with journalists representation 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
  • Contents of lectures: Lecture 1: Historical background and development of marketing messages and text forms, contexts marketing / content   in the literature. Literary predecessors marketing messages. By H. Ford to   present. Lecture 2: Basic style making resources of language, spoken specifics - handwriting, power words, verbal tools: accent, appellation, metaphor, alliteration, refrain, rhythmic exercises ... verbal canons in selected literary forms, originality, banality, the language of everyday life, newspeak, jargon. 3rd Lecture Typology of written expression in   marketing communications company (organizations, institutions) by objective. Press release, 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, or - what interested readers, journalists, customers / clients. Personality journalist - his expectations, influence, autonomy, social status, professional and community levels. Lecture 5: The report as a genre fundamentals of marketing communication - its attributes, types. The composition according to the type of communication messages - chronological, accented, emphatic, extended, dialogizovaná. Report as headline, slogan, slogan. Lecture 6: Message content - information hierarchy, pyramid principle, the principle of the tree. Applications in   presentation texts. Textual detail, whole. Relevant and irrelevant. Ballast expression in texts  , "foaming čechrání". Difficulties in contexts   "donkey bridges." Lecture 7: Specifics of radio, television reports - preparing, literary / technical scenarios. Preparation of texts, materials for speaker / manager to resign in   according to communication media situation. Lecture 8: Journalistic genres - reportage, interviews, their text attributes, opportunities genre. Basic creative processes. Body   author in journalistic genres. Art points, conclusion, summary. Tactics conversation / interview. How to prevent tampering. Communication Pyramid. Lecture 9: The text of the Public Relations, PR implementations media contents in   / genres. Editing texts for media authorization. The role of spokesperson.   Building contacts with the media, text tools, tactics text communication towards the media. Lecture 10: Printing minimum. Formats binding, cover, cover, cover, embossing, varnish, lamination, slepotick, partial paint, paper, and his comrades, offset printing, letterpress, gravure, printing flat. Lecture 11: Preparation of texts - materials for press conferences, media journalists. Press releases, press kit / press pack. Formats, layout, adjustáž. Lecture 12: Editing texts - proofreading, proofreading marks. Tables of contents, indexes, notes. Preparation for printing, PostScript, printing techniques, types of publications. Break text, basic graphics, location and orientation of text blocks on the page. The parameters of documents from text editors  
Literature
    required literature
  • ČÍRTEK, Pavel a Milan KAŠÍK. Marketingová komunikace podniku s médii. Vyd. 1. Praha: Vysoká škola finanční a správní, 2008, 113 s. ISBN 978-807-4080-081.
  • Shakespeare, W.: Julius Caesar
  • Aristoteles: Poetika
  • Křivánek, V., Kupcová, H.: Malý slovník literárních pojmů, Praha – Scientia, 1996
  • Černá, J., Kašík, M., Kunz, V.: Public relation, Praha – Eupress, 2006
    recommended literature
  • Eisner, P.: Chrám i tvrz. Praha: Pražské nakl. J. Poláčka PLUTO. ISBN: 80-902183-2-6
  • Marvan, J.: Brána jazykem otvíraná, aneb o češtině světové. Praha: Academia, 2004. ISBN: 80-200-0932-9
  • Ftorek, J.: Tipy a triky, jak vyzrát na novináře. Praha: Trend marketing, č. 6-7 (2005)
  • Vopěnka, P.: Meditace o základech vědy. Praha: Práh, 2001, ISBN 80–7252-044-X
  • Halada, J., Oswaldová B.: Praktická encyklopedie žurnalistiky. Praha: Libri, 2007. ISBN 978-80-7277-266-7
  • Black, S.: Nejúčinnější propagace – public relation. Praha: Grada, 1994
  • Bajčan, R.: Tvorba PR. Praha: MagnetPress. 1. vydání, 2004. ISBN 2-86786- 76
  • Ruβ-Mohl, S.: Žurnalistika. Praha: Grada. ISBN 80-247-0158-8
  • Wolf, J.: Člověk a jeho pradějiny, Praha - Arsci, 1996
  • Svoboda, V.: Public relations – moderně a účinně. Praha: Grada Publishing. ISBN 80-247-0564-8
  • Eisner, P.: Čeština poslechem i poklepem. Praha: Pražské nakl. J. Poláčka PLUTO, 1996
  • Kočička P., Blažek F.: Praktická typografie. Brno: ComputerPress,2000
  • Horáková, I. – Stejskalová, D. – Škapová, H.: Firemní komunikace, Praha – Management press, 2000
  • Kolektiv autorů. Písmo ve výtvarné výchově. Praha: SPN, 1985.
  • Andrzej, W. Jabłoński (a kol.).: Politický marketing, úvod do teorie a praxe. Praha: Barrister and Principall, 2006. ISBN: 80-7364-011-2
  • Kanitz, Anja.: Umění úspěšné komunikace, Praha – Grada, 2005
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
Credit (3 credits), the subject is closed credit, which is required for active participation and a final seminar paper - stylistic exercise, synopsis, script and shooting script.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 6 hodin KS/semestr.
The course is also listed under the following terms Summer 2013, Summer 2015, Summer 2016, Summer 2017.

B_KPM Company's Communication with Media

University of Finance and Administration
Summer 2013
Extent and Intensity
1/1. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Pavel Čírtek (seminar tutor)
Guaranteed by
PhDr. Pavel Čírtek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_KPM/cMMO: each odd Thursday 14:00–14:44 M17, each odd Thursday 14:45–15:30 M17, P. Čírtek
B_KPM/cM12PH: each odd Wednesday 14:00–14:44 E124, each odd Wednesday 14:45–15:30 E124, P. Čírtek
B_KPM/cM34PH: each even Wednesday 14:00–14:44 E124, each even Wednesday 14:45–15:30 E124, P. Čírtek
B_KPM/pMMO: each even Thursday 14:00–14:44 M17, each even Thursday 14:45–15:30 M17, P. Čírtek
B_KPM/pMPH: each even Wednesday 12:15–12:59 E230, each even Wednesday 13:00–13:45 E230, P. Čírtek
B_KPM/uMPH: Tue 12. 3. 14:00–15:30 E124, 15:45–17:15 E124, Tue 2. 4. 14:00–15:30 E124, P. Čírtek
B_KPM/uM12KL: Tue 19. 2. 14:00–15:30 K211, Tue 19. 3. 14:00–15:30 K211, 15:45–17:15 K211, P. Čírtek
B_KPM/vMMO: Fri 15. 3. 15:30–17:00 M21, 17:15–18:45 M21, Fri 5. 4. 15:30–17:00 M21, P. Čírtek
B_KPM/vM23PH: Fri 8. 3. 12:00–13:30 E230, 13:45–15:15 E230, Sat 23. 3. 11:30–13:00 E230, P. Čírtek
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course students should be able to understand and explain asic management training media content - text, screenwriting preparation AV communication, prepare for communication with journalists representation 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
  • Contents of lectures: Lecture 1: Historical background and development of marketing messages and text forms, contexts marketing / content   in the literature. Literary predecessors marketing messages. By H. Ford to   present. Lecture 2: Basic style making resources of language, spoken specifics - handwriting, power words, verbal tools: accent, appellation, metaphor, alliteration, refrain, rhythmic exercises ... verbal canons in selected literary forms, originality, banality, the language of everyday life, newspeak, jargon. 3rd Lecture Typology of written expression in   marketing communications company (organizations, institutions) by objective. Press release, 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, or - what interested readers, journalists, customers / clients. Personality journalist - his expectations, influence, autonomy, social status, professional and community levels. Lecture 5: The report as a genre fundamentals of marketing communication - its attributes, types. The composition according to the type of communication messages - chronological, accented, emphatic, extended, dialogizovaná. Report as headline, slogan, slogan. Lecture 6: Message content - information hierarchy, pyramid principle, the principle of the tree. Applications in   presentation texts. Textual detail, whole. Relevant and irrelevant. Ballast expression in texts  , "foaming čechrání". Difficulties in contexts   "donkey bridges." Lecture 7: Specifics of radio, television reports - preparing, literary / technical scenarios. Preparation of texts, materials for speaker / manager to resign in   according to communication media situation. Lecture 8: Journalistic genres - reportage, interviews, their text attributes, opportunities genre. Basic creative processes. Body   author in journalistic genres. Art points, conclusion, summary. Tactics conversation / interview. How to prevent tampering. Communication Pyramid. Lecture 9: The text of the Public Relations, PR implementations media contents in   / genres. Editing texts for media authorization. The role of spokesperson.   Building contacts with the media, text tools, tactics text communication towards the media. Lecture 10: Printing minimum. Formats binding, cover, cover, cover, embossing, varnish, lamination, slepotick, partial paint, paper, and his comrades, offset printing, letterpress, gravure, printing flat. Lecture 11: Preparation of texts - materials for press conferences, media journalists. Press releases, press kit / press pack. Formats, layout, adjustáž. Lecture 12: Editing texts - proofreading, proofreading marks. Tables of contents, indexes, notes. Preparation for printing, PostScript, printing techniques, types of publications. Break text, basic graphics, location and orientation of text blocks on the page. The parameters of documents from text editors  
Literature
    required literature
  • ČÍRTEK, Pavel a Milan KAŠÍK. Marketingová komunikace podniku s médii. Vyd. 1. Praha: Vysoká škola finanční a správní, 2008, 113 s. ISBN 978-807-4080-081.
  • Shakespeare, W.: Julius Caesar
  • Aristoteles: Poetika
  • Křivánek, V., Kupcová, H.: Malý slovník literárních pojmů, Praha – Scientia, 1996
  • Černá, J., Kašík, M., Kunz, V.: Public relation, Praha – Eupress, 2006
    recommended literature
  • Black, S.: Nejúčinnější propagace – public relation. Praha: Grada, 1994
  • Kočička P., Blažek F.: Praktická typografie. Brno: ComputerPress,2000
  • Marvan, J.: Brána jazykem otvíraná, aneb o češtině světové. Praha: Academia, 2004. ISBN: 80-200-0932-9
  • Andrzej, W. Jabłoński (a kol.).: Politický marketing, úvod do teorie a praxe. Praha: Barrister and Principall, 2006. ISBN: 80-7364-011-2
  • Horáková, I. – Stejskalová, D. – Škapová, H.: Firemní komunikace, Praha – Management press, 2000
  • Bajčan, R.: Tvorba PR. Praha: MagnetPress. 1. vydání, 2004. ISBN 2-86786- 76
  • Kolektiv autorů. Písmo ve výtvarné výchově. Praha: SPN, 1985.
  • Vopěnka, P.: Meditace o základech vědy. Praha: Práh, 2001, ISBN 80–7252-044-X
  • Ruβ-Mohl, S.: Žurnalistika. Praha: Grada. ISBN 80-247-0158-8
  • Eisner, P.: Chrám i tvrz. Praha: Pražské nakl. J. Poláčka PLUTO. ISBN: 80-902183-2-6
  • Halada, J., Oswaldová B.: Praktická encyklopedie žurnalistiky. Praha: Libri, 2007. ISBN 978-80-7277-266-7
  • Wolf, J.: Člověk a jeho pradějiny, Praha - Arsci, 1996
  • Kanitz, Anja.: Umění úspěšné komunikace, Praha – Grada, 2005
  • Svoboda, V.: Public relations – moderně a účinně. Praha: Grada Publishing. ISBN 80-247-0564-8
  • Eisner, P.: Čeština poslechem i poklepem. Praha: Pražské nakl. J. Poláčka PLUTO, 1996
  • Ftorek, J.: Tipy a triky, jak vyzrát na novináře. Praha: Trend marketing, č. 6-7 (2005)
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
Credit (3 credits), the subject is closed credit, which is required for active participation and a final seminar paper - stylistic exercise, synopsis, script and shooting script.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 6 hodin KS/semestr.
The course is also listed under the following terms Summer 2014, Summer 2015, Summer 2016, Summer 2017.
  • Enrolment Statistics (recent)