N_MAM Media and management

University of Finance and Administration
Summer 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
Ing. Miroslav Dittrich
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
Certain prerequisites are not required to study the subject.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to introduce students to the world of media and the specifics of their management. Characterize differences as well as common features of basic mediatypes (printing, radio, TV, network media). Explain the relationship between independence and media regulation. Familiarize with  funding methods, with  ownership forms, media success methods, draw attention to the dangers of media manipulation.
Learning outcomes
After completing the course, the student should navigate the  so-called media landscape in  basic features. It should be able to characterize the specifics and differences of individual mediatypes (printing, radio, TV, network media. He should know the specific conditions of management of these media, the necessary managerial skills, basic professions, responsibilities, etc. It should be able to explain the principles of advertising and sponsorship, navigate the forms of media funding, the powers of regulators and supervisors, describe ownership ratios in the media, as well as methods and forms of success assessment.
Syllabus
  • 01.Media landscape as an overall media framework. 02.Press media (daily newspapers, magazines, corporate newspapers). 03.Radio (public and private, full-screen and local) 04.Television as a phenomenon of the time, film, audiovisual works 05.Network media (on Internet technology, special forms of regulation 06.Regulation and control of the media. 07.Media funding (and advertising, sponsorship, forms of hidden advertising). 08.Reporting (balance, impartiality, objectivity). 09.Media ownership and multimediaisation. 10.Reading, listening, ratings, popularity. 11.Tabloid media, bullfighting, sensation hunting 12.Truth and Lie in the Media, Forms of Media Manipulation.
Literature
    required literature
  • MAIELLO, Giuseppe and Ondřej ROUBAL. Média a kultura. Od primární orální kultury ke konstrukci kyber-prostorových identit v éře digitální komunikace (Media and culture. From primary oral culture to the construction of cyber-spatial identities in the era of digital communication). 1st ed. Praha: Vysoká škola finanční a správní, a. s., 2020, 126 pp. EUpress. ISBN 978-80-7408-179-8. info
  • KAŠÍK, Milan. Hyperlokální komunikace – nová výzva pro marketing a média. In K problémom mediálnej komunikácie II, Marketing a vzťahy s médiami. Trnava: Univerzita sv. Cyrila a Metoda, 2010. ISBN 978-80-8105-188-3. info
    recommended literature
  • PAVLŮ, Dušan. Média v reflexi Reklamního klubu Československého 1927-1940. In (KO)MEDIA. Vysoká škola finanční a správní, o.p.s., 2012. ISBN 978-80-7408-067-8. info
  • COVER, R. „Inter/aktivní publikum: Interaktivní média, narativní kontrola a revize dějin publika.“. Mediální studia. 2007, vol. 2. ISSN 1801-9978. URL info
    not specified
  • HRONOVÁ, Štěpánka and Ladislava KNIHOVÁ. Digital Media in ESP Instruction for Marketing Communication. CASALC Review. Brno: Centrum jazykového vzdělávání MU, 2020, vol. 10, No 1, p. 99-114. ISSN 1804-9435. URL info
  • KAŠÍK, Milan. Vysokoškoláci tištěná média nediskriminují. Marketing & media : týdeník pro média, marketing a kreativitu. Praha: Economia, a. s., 2013, č. 18, p. s. 24. ISSN 1213-7693. info
  • SCHEUFELE, D. A. and D. TEWKSBURY. „Framing, Agenda Setting, and Priming: The Evolution of Three Media Effects Models.“. Journal of Communication. 2007, vol. 57, p. 9 – 20. ISSN 0021-9916. URL info
  • JIRÁK, J and B KÖPPLOVÁ. Média a společnost. Praha: Portál, 2007. ISBN 978-80-7367-287-4. info
Teaching methods
The lectures will be in form of presentation, interpretations and demonstrations of media situations.
Assessment methods
Seminar work, team work on sub-projects, oral examination.
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.
The course is also listed under the following terms Summer 2023.
  • Enrolment Statistics (recent)
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