BA_PM Publishing Management

University of Finance and Administration
Summer 2017
Extent and Intensity
2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Jiří Šnajdar (seminar tutor)
Guaranteed by
Ing. Jiří Šnajdar
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.
Timetable of Seminar Groups
BA_PM/pMCPH: Wed 12:15–12:59 E225, Wed 13:00–13:45 E225, J. Šnajdar
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to acquaint students with the functioning of publishing and media houses, with the running and organization of editorial work specifically in printing (creating daily, weekly, news etc.), on radio and on television.;
Show the structure and functioning of the main organizations that publishers-editors use, management and leadership publishing houses, advertising departments, trading and distribution, publishing, marketing, working with the editors and contributors, news etc., including the resolutions of legal nature.;
Integrating print with the internet, newspaper servers. Work organization and other specialized editorial departments: marketing, work with data, licensing plans, business magazines, bulletins and similar print products.;
he competence of the student after completing the course: - the ability to estimate the impact and influence action and interaction, including news audience.;
- ability to perceive current events on the media scene in the broader context;
- ability to build a publishing project, including business plans, plans of addressing the readers, listeners and viewers, and communication with clients inzerace;
- ability to competently cover its agenda and take place in the structure of a media house or media editors in relation to the assigned function and focus position.
Syllabus
  • 1.Typology of media types and media, Part I
  • 2. Typology of media types and media, Part II
  • 3. The development of the media market
  • 4. Publishing houses, organizations and systems work the editors
  • 5. Planning and management of editorial work, song of newspapers and magazines
  • 6. Target groups and media types efficiency metrics
  • 7. Types and typologies of advertising formats
  • 8. The organization and operation of the advertising section
  • 9. The organization and functioning of the business and sales department, budgeting
  • 10. Working with media data publishing marketing, sales promotion
  • 11. Nature of the content of the current media trends, present PR
  • 12. Discussion about the end of the course, evaluation and assessment work and credits.
Literature
    required literature
  • Publishing for Profit: Successful Bottom- line Management for Book Publishers Woll, Thomas, Chicago Review Press, 2010, eBook, ISBN 9781556529979
    recommended literature
  • 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.
  • 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
  • POE, Marshall. A history of communications: media and society from the evolution of speech to the Internet. New York: Cambridge University Press, xi, 337 p. ISBN 11-070-0435-7.
  • 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
  • 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
Teaching methods
Classes wil be held on the basis of interactive lectures, in which the theory will be supplemented by practical examples. The lessons will have lecturing part theory, new knowledge including practical examples. Part lessons may be also designed as a preparation of the team presentation project.
Assessment methods
The course BA_PM is finished by credit (Z). Written essay and oral verification.
Language of instruction
English
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 2014, Summer 2015, Summer 2016, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024.
  • Enrolment Statistics (Summer 2017, recent)
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