Course Information

N_MeA Media Analysis

Extent and Intensity

1/1. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Ing. Miroslav Jurásek, Ph.D. (seminar tutor)

Guaranteed by

Mgr. Ing. Miroslav Jurásek, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_MeA/cM1PH: each even Tuesday 10:30–11:14 S13, each even Tuesday 11:15–12:00 S13, M. Jurásek
N_MeA/cM2PH: each even Tuesday 14:00–14:44 S13, each even Tuesday 14:45–15:30 S13, M. Jurásek
N_MeA/pMPH: each even Tuesday 8:45–9:29 S01, each even Tuesday 9:30–10:15 S01, M. Jurásek
N_MeA/uMPH: Tue 28. 2. 14:00–15:30 S32, 15:45–17:15 S32, Tue 14. 3. 14:00–15:30 S23, Tue 21. 3. 15:45–17:15 S33, 17:30–19:00 S33, M. Jurásek
N_MeA/vMMO: Fri 10. 2. 14:00–15:30 M25, 15:45–17:15 M25, Fri 24. 2. 14:00–15:30 M17, 15:45–17:15 M17, Fri 10. 3. 15:45–17:15 M17, M. Jurásek
N_MeA/vMPH: Sat 11. 2. 9:45–11:15 S23, 11:30–13:00 S23, Fri 24. 3. 17:30–19:00 S23, Fri 7. 4. 15:45–17:15 S33, 17:30–19:00 S33, M. Jurásek

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Students will get understand the basic themes of mass and media communication theory and their use in realisation of media research and creation of complete communication campaigns. Students will gain knowledge of media research terminology and methodology, including measurement of media research effectiveness, and knowledge of metrics and analysis used in practice. After the course students will be well informed about the Czech media environment, including subjects working in the field of research. Students will be able to apply research methods in the course of preparation of communication mix and as using them to create a communication and marketing campaign, including an evaluation phase in various segments of the media market.

Syllabus

• 1. Media environment in the Czech Republic and in the world, system analysis of media environment and its methods 2. Media principles and responsibilities, correlation of media and society 3. Criteria for selection of media suitable for communication campaing, target groups, their segmentation and targeting 4. Marketing and sociodemographic research, its importance for media selection – quantitative and qualitative research 5. Subjects in media market in the Czech Republic, typology of communication campaigns 6. System media research, analysis of media organization 7. Economic analysis, monitoring of advertising 8. Thematic and content agenda of media, semiotic and visual analysis 9. TV metrical research, Mediaprojekt, Radioprojekt 10. Web analytics, Metrics and indicators of effectiveness 11. Media monitoring, competetive analysis – level of intensity and publicity 12. Use of research agendas in developing media campaigns

Literature

required literature
• Daniel C. Hallin, Paolo Mancini: Systémy médií v postmoderním světě, ISBN 978-80-7367-377-2
• Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
• Trampota, Tomáš; Vojtěchovská Martina: Metody výzkumu médií, Praha Portál 2010, ISBN 978-80-7367-683-4
• Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.
• McQuail: Úvod do teorie masové komunikace. 4. vydání. Portál Praha 2009. IBSN 978-80-7367-574-5
• Kašík, Milan a Karel Havlíček. Marketing při utváření podnikové strategie. 1. vyd. Praha: Vysoká škola finanční a správní, 2009, 256 s. ISBN 978-807-4080-227.

recommended literature
• Kaushik, Avinash. Web analytics: an hour a day. 6th printing. Indianapolis, Ind: Sybex, 2007. ISBN 04-701-3065-2.
• Kotler, Philip; Armstrong, Gary. Marketing. 6.vydání. Praha: Grada Publishing, a.s., 2004, ISBN 80-247-0513-3.
• Tomandl J. Jak účinně oslovit média. Computer Press, 2011. ISBN 978-80-251-3457-3.
• Sterne, Jim. Měříme a optimalizujeme marketing na sociálních sítích. Computer Press. ISBN 978-80-251-3340-8.

not specified
• Reifová I. a kolektiv: Slovník mediální komunikace, Portál 2004, ISBN 80-7178-926-7

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, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.

Assessment methods

In full-time exercises are continuously checked by means of partial knowledge of written work in connection with the preparation of seminar work and the areas of study support. The study is completed exam (ZK - 7 credits). The assumption for the composition of final group seminar work - case reports of the use of media analysis in the creation of a media campaign - for which the student receives credit. He is, along with the results of oral final basis for the rating. The test consists of individual presentation of thesis and an oral interview on selected areas of the subject published in the SO.

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: 10 hodin KS/semestr.

N_MeA Media Analysis

Extent and Intensity

1/1. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Kateřina Etrychová (seminar tutor)
Mgr. Ing. Miroslav Jurásek, Ph.D. (seminar tutor)

Guaranteed by

Mgr. Ing. Miroslav Jurásek, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_MeA/cMMO: each even Wednesday 17:30–18:14 M27, each even Wednesday 18:15–19:00 M27, M. Jurásek
N_MeA/cM1PH: each even Monday 17:30–18:14 S32, each even Monday 18:15–19:00 S32, M. Jurásek
N_MeA/cM2PH: each even Thursday 8:45–9:29 S11, each even Thursday 9:30–10:15 S11, K. Etrychová
N_MeA/pMMO: each even Wednesday 15:45–16:29 M27, each even Wednesday 16:30–17:15 M27, M. Jurásek
N_MeA/pMPH: each even Monday 15:45–16:29 S32, each even Monday 16:30–17:15 S32, M. Jurásek
N_MeA/uMPH: Tue 16. 2. 15:45–17:15 S11, Tue 23. 2. 15:45–17:15 S11, 17:30–19:00 S11, Tue 1. 3. 15:45–17:15 S11, Tue 15. 3. 15:45–17:15 S11, M. Jurásek
N_MeA/vMKL: Fri 26. 2. 15:30–17:00 K311, 17:15–18:45 K311, Fri 11. 3. 15:30–17:00 K311, 17:15–18:45 K311, Fri 18. 3. 19:00–20:30 K311, M. Jurásek
N_MeA/vMPH: Sat 27. 2. 9:45–11:15 S23, 11:30–13:00 S23, Sat 12. 3. 9:45–11:15 S23, 11:30–13:00 S23, Fri 8. 4. 17:15–18:45 S32, M. Jurásek

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Students will get understand the basic themes of mass and media communication theory and their use in realisation of media research and creation of complete communication campaigns. Students will gain knowledge of media research terminology and methodology, including measurement of media research effectiveness, and knowledge of metrics and analysis used in practice. After the course students will be well informed about the Czech media environment, including subjects working in the field of research. Students will be able to apply research methods in the course of preparation of communication mix and as using them to create a communication and marketing campaign, including an evaluation phase in various segments of the media market.

Syllabus

• 1. Media environment in the Czech Republic and in the world, system analysis of media environment and its methods 2. Media principles and responsibilities, correlation of media and society 3. Criteria for selection of media suitable for communication campaing, target groups, their segmentation and targeting 4. Marketing and sociodemographic research, its importance for media selection – quantitative and qualitative research 5. Subjects in media market in the Czech Republic, typology of communication campaigns 6. System media research, analysis of media organization 7. Economic analysis, monitoring of advertising 8. Thematic and content agenda of media, semiotic and visual analysis 9. TV metrical research, Mediaprojekt, Radioprojekt 10. Web analytics, Metrics and indicators of effectiveness 11. Media monitoring, competetive analysis – level of intensity and publicity 12. Use of research agendas in developing media campaigns

Literature

required literature
• Daniel C. Hallin, Paolo Mancini: Systémy médií v postmoderním světě, ISBN 978-80-7367-377-2
• Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
• Trampota, Tomáš; Vojtěchovská Martina: Metody výzkumu médií, Praha Portál 2010, ISBN 978-80-7367-683-4
• Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.
• McQuail: Úvod do teorie masové komunikace. 4. vydání. Portál Praha 2009. IBSN 978-80-7367-574-5
• Kašík, Milan a Karel Havlíček. Marketing při utváření podnikové strategie. 1. vyd. Praha: Vysoká škola finanční a správní, 2009, 256 s. ISBN 978-807-4080-227.

recommended literature
• Kaushik, Avinash. Web analytics: an hour a day. 6th printing. Indianapolis, Ind: Sybex, 2007. ISBN 04-701-3065-2.
• Kotler, Philip; Armstrong, Gary. Marketing. 6.vydání. Praha: Grada Publishing, a.s., 2004, ISBN 80-247-0513-3.
• Tomandl J. Jak účinně oslovit média. Computer Press, 2011. ISBN 978-80-251-3457-3.
• Sterne, Jim. Měříme a optimalizujeme marketing na sociálních sítích. Computer Press. ISBN 978-80-251-3340-8.

not specified
• Reifová I. a kolektiv: Slovník mediální komunikace, Portál 2004, ISBN 80-7178-926-7

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, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.

Assessment methods

In full-time exercises are continuously checked by means of partial knowledge of written work in connection with the preparation of seminar work and the areas of study support. The study is completed exam (ZK - 7 credits). The assumption for the composition of final group seminar work - case reports of the use of media analysis in the creation of a media campaign - for which the student receives credit. He is, along with the results of oral final basis for the rating. The test consists of individual presentation of thesis and an oral interview on selected areas of the subject published in the SO.

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: 10 hodin KS/semestr.

N_MeA Media Analysis

Extent and Intensity

1/1. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Kateřina Etrychová (seminar tutor)
Mgr. Miloslava Kykalová (seminar tutor)
PhDr. Adolf Vodrážka (seminar tutor)

Guaranteed by

Mgr. Miloslava Kykalová
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_MeA/cMMO: each even Monday 10:30–11:14 M26, each even Monday 11:15–12:00 M26, M. Kykalová
N_MeA/cM1PH: each even Thursday 12:15–12:59 S32, each even Thursday 13:00–13:45 S32, M. Kykalová
N_MeA/cM2PH: each odd Thursday 10:30–11:14 S13, each odd Thursday 11:15–12:00 S13, K. Etrychová
N_MeA/pMMO: each odd Monday 10:30–11:14 M26, each odd Monday 11:15–12:00 M26, M. Kykalová
N_MeA/pMPH: each odd Thursday 12:15–12:59 S32, each odd Thursday 13:00–13:45 S32, M. Kykalová
N_MeA/uMPH: Tue 17. 2. 14:00–15:30 S26, Tue 3. 3. 14:00–15:30 S01, Tue 10. 3. 17:30–19:00 S01, Tue 31. 3. 14:00–15:30 S26, 15:45–17:15 S26, M. Kykalová
N_MeA/vMMO: Sat 14. 2. 9:45–11:15 M15, 11:30–13:00 M15, Sat 28. 2. 9:45–11:15 M15, 11:30–13:00 M15, Sat 14. 3. 11:30–13:00 M15, M. Kykalová
N_MeA/vM2PH: Fri 6. 2. 15:30–17:00 S11, Sat 21. 2. 9:45–11:15 S11, 11:30–13:00 S11, Fri 6. 3. 15:30–17:00 S11, 17:15–18:45 S11, M. Kykalová
N_MeA/vM3PH: Fri 20. 2. 15:30–17:00 S23, 17:15–18:45 S23, Fri 6. 3. 13:45–15:15 S11, Sat 21. 3. 9:45–11:15 S11, 11:30–13:00 S11, M. Kykalová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Students will get understand the basic themes of mass and media communication theory and their use in realisation of media research and creation of complete communication campaigns. Students will gain knowledge of media research terminology and methodology, including measurement of media research effectiveness, and knowledge of metrics and analysis used in practice. After the course students will be well informed about the Czech media environment, including subjects working in the field of research. Students will be able to apply research methods in the course of preparation of communication mix and as using them to create a communication and marketing campaign, including an evaluation phase in various segments of the media market.

Syllabus

• 1. Media environment in the Czech Republic and in the world, system analysis of media environment and its methods 2. Media principles and responsibilities, correlation of media and society 3. Criteria for selection of media suitable for communication campaing, target groups, their segmentation and targeting 4. Marketing and sociodemographic research, its importance for media selection – quantitative and qualitative research 5. Subjects in media market in the Czech Republic, typology of communication campaigns 6. System media research, analysis of media organization 7. Economic analysis, monitoring of advertising 8. Thematic and content agenda of media, semiotic and visual analysis 9. TV metrical research, Mediaprojekt, Radioprojekt 10. Web analytics, Metrics and indicators of effectiveness 11. Media monitoring, competetive analysis – level of intensity and publicity 12. Use of research agendas in developing media campaigns

Literature

required literature
• Daniel C. Hallin, Paolo Mancini: Systémy médií v postmoderním světě, ISBN 978-80-7367-377-2
• Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
• Trampota, Tomáš; Vojtěchovská Martina: Metody výzkumu médií, Praha Portál 2010, ISBN 978-80-7367-683-4
• Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.
• McQuail: Úvod do teorie masové komunikace. 4. vydání. Portál Praha 2009. IBSN 978-80-7367-574-5
• Kašík, Milan a Karel Havlíček. Marketing při utváření podnikové strategie. 1. vyd. Praha: Vysoká škola finanční a správní, 2009, 256 s. ISBN 978-807-4080-227.

recommended literature
• Kaushik, Avinash. Web analytics: an hour a day. 6th printing. Indianapolis, Ind: Sybex, 2007. ISBN 04-701-3065-2.
• Kotler, Philip; Armstrong, Gary. Marketing. 6.vydání. Praha: Grada Publishing, a.s., 2004, ISBN 80-247-0513-3.
• Tomandl J. Jak účinně oslovit média. Computer Press, 2011. ISBN 978-80-251-3457-3.
• Sterne, Jim. Měříme a optimalizujeme marketing na sociálních sítích. Computer Press. ISBN 978-80-251-3340-8.

not specified
• Reifová I. a kolektiv: Slovník mediální komunikace, Portál 2004, ISBN 80-7178-926-7

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, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.

Assessment methods

In full-time exercises are continuously checked by means of partial knowledge of written work in connection with the preparation of seminar work and the areas of study support. The study is completed exam (ZK - 7 credits). The assumption for the composition of final group seminar work - case reports of the use of media analysis in the creation of a media campaign - for which the student receives credit. He is, along with the results of oral final basis for the rating. The test consists of individual presentation of thesis and an oral interview on selected areas of the subject published in the SO.

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: 10 hodin KS/semestr.

N_MeA Media Analysis

Extent and Intensity

1/1. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Adolf Vodrážka (seminar tutor)
Ing. Vladimír Kaucký, CSc. (assistant)

Guaranteed by

PhDr. Adolf Vodrážka
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_MeA/cMMO: each odd Wednesday 10:30–11:14 M21, each odd Wednesday 11:15–12:00 M21, A. Vodrážka
N_MeA/cM1PH: each odd Thursday 15:45–16:29 S13, each odd Thursday 16:30–17:15 S13, A. Vodrážka
N_MeA/cM2PH: each odd Thursday 14:00–14:44 S11, each odd Thursday 14:45–15:30 S11, A. Vodrážka
N_MeA/cM3PH: each even Thursday 15:45–16:29 S13, each even Thursday 16:30–17:15 S13, A. Vodrážka
N_MeA/pMMO: each even Wednesday 10:30–11:14 M21, each even Wednesday 11:15–12:00 M21, A. Vodrážka
N_MeA/pMPH: each even Thursday 14:00–14:44 S01, each even Thursday 14:45–15:30 S01, A. Vodrážka
N_MeA/uM1aPH: Tue 25. 2. 17:30–19:00 S32, Tue 4. 3. 15:45–17:15 S32, Tue 18. 3. 17:30–19:00 S32, Tue 25. 3. 15:45–17:15 S32, Tue 1. 4. 14:00–15:30 S26, A. Vodrážka
N_MeA/uM1bPH: Tue 4. 3. 17:30–19:00 S13, Tue 11. 3. 15:45–17:15 S35, Tue 25. 3. 17:30–19:00 S35, Tue 29. 4. 14:00–15:30 S11, 15:45–17:15 S11, A. Vodrážka
N_MeA/vMKL: Fri 21. 2. 13:45–15:15 K311, 15:30–17:00 K311, Fri 14. 3. 13:45–15:15 K311, 15:30–17:00 K311, Fri 4. 4. 13:45–15:15 K311, A. Vodrážka
N_MeA/vMMO: Fri 21. 3. 12:00–13:30 M26, 13:45–15:15 M26, Sat 5. 4. 11:30–13:00 M26, 14:00–15:30 M26, Fri 18. 4. 12:00–13:30 M26, A. Vodrážka
N_MeA/vMPH: Fri 14. 2. 15:30–17:00 S32, Fri 28. 2. 13:45–15:15 S32, 15:30–17:00 S32, Sat 15. 3. 9:45–11:15 S32, 11:30–13:00 S32, A. Vodrážka

Prerequisites

Completed bachelor’s studies of communication or marketing fields of study at different universities, completing the courses Integrated Marketing Communications, Marketing Research Methods and Media Planning and Audit.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Students will get understand the basic themes of mass and media communication theory and their use in realisation of media research and creation of complete communication campaigns. Students will gain knowledge of media research terminology and methodology, including measurement of media research effectiveness, and knowledge of metrics and analysis used in practice. After the course students will be well informed about the Czech media environment, including subjects working in the field of research. Students will be able to apply research methods in the course of preparation of communication mix and as using them to create a communication and marketing campaign, including an evaluation phase in various segments of the media market.

Syllabus

• 1. Media environment in the Czech Republic and in the world, system analysis of media environment and its methods 2. Media principles and responsibilities, correlation of media and society 3. Criteria for selection of media suitable for communication campaing, target groups, their segmentation and targeting 4. Marketing and sociodemographic research, its importance for media selection – quantitative and qualitative research 5. Subjects in media market in the Czech Republic, typology of communication campaigns 6. System media research, analysis of media organization 7. Economic analysis, monitoring of advertising 8. Thematic and content agenda of media, semiotic and visual analysis 9. TV metrical research, Mediaprojekt, Radioprojekt 10. Web analytics, Metrics and indicators of effectiveness 11. Media monitoring, competetive analysis – level of intensity and publicity 12. Use of research agendas in developing media campaigns

Literature

required literature
• Daniel C. Hallin, Paolo Mancini: Systémy médií v postmoderním světě, ISBN 978-80-7367-377-2
• Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
• Trampota, Tomáš; Vojtěchovská Martina: Metody výzkumu médií, Praha Portál 2010, ISBN 978-80-7367-683-4
• Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.
• McQuail: Úvod do teorie masové komunikace. 4. vydání. Portál Praha 2009. IBSN 978-80-7367-574-5
• Kašík, Milan a Karel Havlíček. Marketing při utváření podnikové strategie. 1. vyd. Praha: Vysoká škola finanční a správní, 2009, 256 s. ISBN 978-807-4080-227.
• Kaushik, Avinash. Web analytics: an hour a day. 6th printing. Indianapolis, Ind: Sybex, 2007. ISBN 04-701-3065-2.

recommended literature
• Kotler, Philip; Armstrong, Gary. Marketing. 6.vydání. Praha: Grada Publishing, a.s., 2004, ISBN 80-247-0513-3.
• Tomandl J. Jak účinně oslovit média. Computer Press, 2011. ISBN 978-80-251-3457-3.
• Sterne, Jim. Měříme a optimalizujeme marketing na sociálních sítích. Computer Press. ISBN 978-80-251-3340-8.
• Reifová I. a kolektiv: Slovník mediální komunikace, Portál 2004, ISBN 80-7178-926-7

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, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.

Assessment methods

In full-time exercises are continuously checked by means of partial knowledge of written work in connection with the preparation of seminar work and the areas of study support. The study is completed exam (ZK - 7 credits). The assumption for the composition of final group seminar work - case reports of the use of media analysis in the creation of a media campaign - for which the student receives credit. He is, along with the results of oral final basis for the rating. The test consists of individual presentation of thesis and an oral interview on selected areas of the subject published in the SO.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa2.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

N_MeA Media Analysis

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Adolf Vodrážka (seminar tutor)
Ing. Vladimír Kaucký, CSc. (assistant)

Guaranteed by

PhDr. Adolf Vodrážka
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_MeA/cMMO: each odd Wednesday 12:15–12:59 M24, each odd Wednesday 13:00–13:45 M24, A. Vodrážka
N_MeA/cM1PH: each even Thursday 15:45–16:29 S11, each even Thursday 16:30–17:15 S11, A. Vodrážka
N_MeA/cM2PH: each odd Thursday 12:15–12:59 S13, each odd Thursday 13:00–13:45 S13, A. Vodrážka
N_MeA/cM3PH: each odd Thursday 14:00–14:44 S13, each odd Thursday 14:45–15:30 S13, A. Vodrážka
N_MeA/pMMO: each even Wednesday 12:15–12:59 M24, each even Wednesday 13:00–13:45 M24, A. Vodrážka
N_MeA/pMPH: each even Thursday 14:00–14:44 S01, each even Thursday 14:45–15:30 S01, A. Vodrážka
N_MeA/uM1aPH: Tue 19. 2. 14:00–15:30 S21, Tue 26. 2. 14:00–15:30 E126, Tue 5. 3. 14:00–15:30 S21, Tue 19. 3. 14:00–15:30 S21, Tue 26. 3. 14:00–15:30 S21, A. Vodrážka
N_MeA/uM1bPH: Tue 19. 2. 15:45–17:15 S26, Tue 26. 2. 15:45–17:15 E125, Tue 5. 3. 15:45–17:15 S26, Tue 19. 3. 15:45–17:15 S26, Tue 26. 3. 15:45–17:15 S26, A. Vodrážka
N_MeA/vMKL: Fri 8. 2. 15:30–17:00 K212, Fri 15. 2. 17:15–18:45 K212, 19:00–20:30 K212, Fri 1. 3. 13:45–15:15 K212, 15:30–17:00 K212, A. Vodrážka
N_MeA/vMMO: Fri 15. 3. 12:00–13:30 M22, Fri 5. 4. 12:00–13:30 M17, 13:45–15:15 M17, Fri 19. 4. 12:00–13:30 M17, 13:45–15:15 M17, A. Vodrážka
N_MeA/vM2PH: Fri 22. 2. 13:45–15:15 S11, Sat 9. 3. 9:45–11:15 S11, 11:30–13:00 S11, Fri 22. 3. 15:30–17:00 S11, 17:15–18:45 S11, A. Vodrážka
N_MeA/vM3PH: Fri 22. 2. 15:30–17:00 S23, Fri 8. 3. 12:00–13:30 S23, 13:45–15:15 S23, Sat 23. 3. 9:45–11:15 E123, 11:30–13:00 E123, A. Vodrážka

Prerequisites

Completed bachelor’s studies of communication or marketing fields of study at different universities, completing the courses Integrated Marketing Communications and Marketing Research Methods.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Students will get understand the basic themes of mass and media communication theory and their use in realisation of media research and creation of complete communication campaigns. Students will gain knowledge of media research terminology and methodology, including measurement of media research effectiveness, and knowledge of metrics and data used in practice. After the course students will be well informed about the Czech media environment, including subjects working in the field of research. Students will be able to apply research methods in the course of preparation of communication mix and planning communication and marketing campaigns, including evaluation phase in different segments of media market. Graduates will be able to prepare a realistic plan of marketing campaing and participate in realisation of this plan.

Syllabus

• 1. Media environment in the Czech Republic and in the world, system analysis of media environment and its methods 2. Media principles and responsibilities, correlation of media and society 3. Criteria for selection of media suitable for communication campaing, target groups, their segmentation and targeting 4. Marketing and sociodemographic research, its importance for media selection – quantitative and qualitative research 5. Subjects in media market in the Czech Republic, typology of communication campaigns, client brief, creative brief 6. System media research, analysis of media organization 7. Economic analysis, monitoring of advertising 8. Thematic agenda of media, Berelson’s analysis, semiotic and visual analysis 9. TV metrical research, audiometrical research, media ratings research 10. Media monitoring, competetive analysis – level of intensity and publicity 11. Metrics of effectiveness, after shopping analysis, consequent research, media audit 12. Mediaplan of communication advertising campaings

Literature

required literature
• Daniel C. Hallin, Paolo Mancini: Systémy médií v postmoderním světě, ISBN 978-80-7367-377-2
• Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
• Trampota, Tomáš; Vojtěchovská Martina: Metody výzkumu médií, Praha Portál 2010, ISBN 978-80-7367-683-4
• Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.
• McQuail: Úvod do teorie masové komunikace. 4. vydání. Portál Praha 2009. IBSN 978-80-7367-574-5
• Kašík, Milan a Karel Havlíček. Marketing při utváření podnikové strategie. 1. vyd. Praha: Vysoká škola finanční a správní, 2009, 256 s. ISBN 978-807-4080-227.

recommended literature
• Kotler, Philip; Armstrong, Gary. Marketing. 6.vydání. Praha: Grada Publishing, a.s., 2004, ISBN 80-247-0513-3.
• César, Jan. I zázrak potřebuje reklamu. Computer Press, a.s., 2007, 199 s. ISBN 978-80-251-1688-3.
• Tomandl J. Jak účinně oslovit média. Computer Press, 2011. ISBN 978-80-251-3457-3.

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, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.

Assessment 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, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa2.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

N_MeA Media Analysis

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Adolf Vodrážka (seminar tutor)
PhDr. Karel Eliáš, CSc. (assistant)

Guaranteed by

PhDr. Adolf Vodrážka
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_MeA/cMMO: each odd Monday 12:15–12:59 M27, each odd Monday 13:00–13:45 M27, A. Vodrážka
N_MeA/cM1PH: each odd Wednesday 12:15–12:59 E306, each odd Wednesday 13:00–13:45 E306, A. Vodrážka
N_MeA/cM2PH: each odd Thursday 8:45–9:29 S13, each odd Thursday 9:30–10:15 S13, A. Vodrážka
N_MeA/cM3PH: each odd Thursday 12:15–12:59 S23, each odd Thursday 13:00–13:45 S23, A. Vodrážka
N_MeA/pMMO: each even Monday 12:15–12:59 M27, each even Monday 13:00–13:45 M27, A. Vodrážka
N_MeA/pMPH: each odd Wednesday 10:30–11:14 E306, each odd Wednesday 11:15–12:00 E306, A. Vodrážka
N_MeA/uM1aPH: Tue 21. 2. 15:45–17:15 S32, 17:30–19:00 S32, Tue 28. 2. 15:45–17:15 S32, 17:30–19:00 S32, Tue 20. 3. 17:30–19:00 S01, A. Vodrážka
N_MeA/uM1bPH: Tue 6. 3. 14:00–15:30 S26, 15:45–17:15 S26, Tue 27. 3. 15:45–17:15 S11, 17:30–19:00 S11, Tue 3. 4. 17:30–19:00 E125, A. Vodrážka
N_MeA/vMKL: Fri 17. 2. 13:45–15:15 K205, 15:30–17:00 K205, Fri 2. 3. 15:30–17:00 K205, Fri 30. 3. 13:45–15:15 K205, 15:30–17:00 K205, A. Vodrážka
N_MeA/vMMO: Sat 11. 2. 9:45–11:15 M24, 11:30–13:00 M24, Sat 25. 2. 9:45–11:15 M24, 11:30–13:00 M24, Sat 10. 3. 9:45–11:15 M24, A. Vodrážka
N_MeA/vM2PH: Fri 24. 2. 15:30–17:00 E122, 17:15–18:45 E122, Fri 9. 3. 15:30–17:00 S21, Fri 13. 4. 13:45–15:15 S21, 15:30–17:00 S21, A. Vodrážka
N_MeA/vM3PH: Fri 9. 3. 17:15–18:45 S23, Sat 24. 3. 9:45–11:15 S23, 11:30–13:00 S23, Sat 14. 4. 9:45–11:15 S23, 11:30–13:00 S23, A. Vodrážka

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Cílem předmětu je seznámit studenty s využitím výzkumů a výzkumných metod v průběhu celého procesu plánování marketingových a komunikačních kampaní, včetně vyhodnocovací fáze v různých segmentech mediálního trhu. Absolventi se naučí využívat základních kvantitativních i kvalitativních metod při výzkumu médií a seznámí se s možnostmi jejich využití v praxi. Získají rovněž přehled o základní terminologii používané v oblasti marketingových výzkumů včetně měření účinnosti kampaní a v praxi užívaných metrik a termínů, seznámí se s mediálním prostředím a jeho vývojem, se specifiky českého mediálního trhu a s možnostmi výzkumu mediálního systému. Budou jim prezentovány nejnovější trendy v oblasti marketingových výzkumů, včetně subjektů, působících v této oblastina trhu. Součástí výkladu budou kasuistiky z praxe a práce ve skupině na téma z oblasti marketingového výzkumu a zpracování seminární práce – případové studie využitelné pro sestavení plánu mediální reklamní kampaně (podmínka pro získání zápočtu).

Syllabus (in Czech)

• 1) Mediální prostředí - mediální prostředí v ČR a ve světě, systémová analýza mediálního prostředí 2) Marketingové výzkumy obecně - kvantitativní výzkumy, kvalitativní výzkumy 3) Mediální výzkumy 1 - systémové, analýza mediální organizace ekonomická analýza, monitoring inzerce 4) Mediální výzkumy 2 - tematická agenda médií, Berelsonova analýza, sémiotická a obrazová analýza, zkoumání pozornosti 4) Mediální výzkumy 3 - TV metrový výzkum; audiometrové výzkumy, výzkumy sledovanosti médií, sociodemografické výzkumy 5) Konkurenční analýza - úrovně intenzity marketingové komunikace, ponákupní analýzy, metriky účinnosti 6) Kasuistika mediaplanu reklamní kampaně

Literature

required literature
• Daniel C. Hallin, Paolo Mancini: Systémy médií v postmoderním světě, ISBN 978-80-7367-377-2
• Pelsmacker De P., Guenes M., Bergh J.: Marketingová komunikace , Nakladatelství Grada, ISBN 80-247-0254-1;
• Trampota, Tomáš; Vojtěchovská Martina: Metody výzkumu médií, Praha Portál 2010, ISBN 978-80-7367-683-4
• Vysekalová, Jitka; Mikeš Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.

recommended literature
• Kotler, Philip; Armstrong, Gary. Marketing. 6.vydání. Praha: Grada Publishing, a.s., 2004, ISBN 80-247-0513-3.
• César, Jan. I zázrak potřebuje reklamu. Computer Press, a.s., 2007, 199 s. ISBN 978-80-251-1688-3.
• Tomandl J. Jak účinně oslovit média. Computer Press, 2011. ISBN 978-80-251-3457-3.

Assessment methods (in Czech)

Ukončeno zkouškou (ZK - 5 kreditů). Předpokladem jejího složení je zpracování závěrečné skupinové seminární práce, za níž student získá zápočet. Je spolu s výsledkem testu finálním podkladem pro celkové hodnocení. Zkouška sestává z písemného testu a z prezentace závěrečné práce ve skupině. Písemný test se skládá z 10 otázek hodnocených 2 body. K úspěšnému zvládnutí předmětu je třeba dosáhnout alespoň 12 bodů.

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: 10 hodin KS/semestr.

• Enrolment Statistics (recent)