N_MeA Media Analysis

University of Finance and Administration
Summer 2017
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.
The course is also listed under the following terms summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016.
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