B_VyM Publishing House Management

University of Finance and Administration
Summer 2017
Extent and Intensity
2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
doc. Ing. Milan Kašík, CSc. (seminar tutor)
Guaranteed by
doc. Ing. Milan Kašík, CSc.
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_VyM/pMPH: Wed 14:00–14:44 E228, Wed 14:45–15:30 E228, except Wed 12. 4. ; and Wed 26. 4. 15:45–17:15 E230, M. Kašík
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The basic aim of the course is to familiarize students with the operation of the largest publishing and media houses in the Czech media landscape, with the operation and organization of editorial work specifically in the press (creating dailies, weeklies, etc.), radio and television (with the participation of important moderators of these media types). Furthermore, the aim is to show the structure and functioning of the main organizational unit of publishers – the editorial office (management and leadership of publishing houses, advertising department, sales and distribution, publishing marketing, working with the editors and contributors, etc.), including solutions to legal issues between the complainant and the publisher. The introduction will explain the transformation of the media after November 1989. The changes of daily newspapers (the end of pre-November dailies, emergence and disappearance of the dailies established after November 1989, gradual changes of names and owners, contemporary situation).Vltava-Labe-Press regional network. Private publishers. Stages of media market development: Stage 1: Privatization by 1995. Stage 2: Market stabilization (mergers) 1995 - 2000. Stage 3: Comparability with the EU. Stage 4: Integration of the press with the Internet (online newspapers). (Establishment of publishing houses, progressive concentration of capital, foreign publishers, licensing projects). Work and organization of other specialized editorial units: marketing, work with data, licensing projects, creation of editorial concepts such as business magazines, newsletters and other press products as a part of students’ practice.
Syllabus
  • The curriculum is designed for the full-time study; the instructions for part-time students are in Study materials, in the form of a methodological sheet (ML). The content of lectures: LECTURE 1: Media types and media typology I. LECTURE 2: Media types and media typology II. LECTURE 3: The development and nature of the media market since 1990. LECTURE 4: Publishing houses, the organization and system of work in the editorial office. LECTURE 5: Planning and management of editorial work, the composition of newspapers/ magazines. LECTURE 6: Types and typology of advertising formats. Term paper assignment. LECTURE 7: The organization and activities of the advertising department. LECTURE 8: The organization and functioning of the sales department. LECTURE 9: Making a budget of the sales department, basic budget items. LECTURE 10: Working with media data, publishers’ marketing, sales support. LECTURE 11: Current media content, trends, current PR. LECTURE 12: Evaluation of term papers, credits.
Literature
    required literature
  • RUS-MOHL, S., BAKIČOVÁ, H. Žurnalistika. Praha: Grada Publishing, 2005, 289 stran, ISBN: 80-247-0158-8
  • OSVALDOVÁ, B., HALADA, J., a kol. Encyklopedie praktické žurnalistiky. Praha: Libri, 1999, 250 stran. ISBN 80-85983-76-1
  • BENDA, J. Vlastnictví periodického tisku. Praha: Karolinum, 2007, 273 stran,
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Eupress, 2015. ISBN 978-80-7408-100-2
  • TRAMPOTA, T. Zpravodajství. Praha: Portál, 2006, 191 stran, ISBN 80-7367
    recommended literature
  • COMBS Mc., M. Agenda setting. Praha: Portál, 2009, 250 stran, ISBN 978-80-7367-591-2
  • HALLIN, D. C., MANCINI, P. Systémy médií v postmoderním světě. Praha: Portál, 2008, 367 stran, ISBN: 978-80-7367-377-2
  • THOMPSON, J.,B. Média a modernita. Praha: Karolinum, 2004, 219 stran,
  • REIFOVÁ I. a kol. Slovník mediální komunikace. Praha: Portál, 2004, 327 stran.
  • KAŠÍK, Milan. Český odborný tisk. 1st ed. Praha: Unie vydavatelů, 2002, 155 pp. ISBN 80-86031-37-3. info
Teaching methods
The course consists of seminar-like lectures with practical connotations, in the majority of cases with a significant overlap into editorial work and publishing management, for some specialized topics an important journalist from the radio or television will be invited. The course is relevant to the work in agencies and a practical contact with publishers/ editorial offices/ journalists - 80% attendance at the lectures.
Assessment methods
Assessment methods: 3 credits. To receive the credits the following is required: Approval of the term paper’s quality (in 5-6th week of the course). TERM PAPER ASSIGNMENT: Create a concept for publishing a periodical (a business or another magazine, a newspaper, a bulletin, a newsletter), including a simple annual business plan. It should contain: a) Content concept: a description of the target group, a publisher’s basic definition of the periodical towards the target group, a title, a subtitle, basic publishing and printing parameters (frequency, the number of pages, the ratio between editorial and advertising pages, etc.), b) Layout design – the name, the description of the main parts of the magazine, the main sections, pre-prepared and current pages, preparation for printing, etc., c) Framework business plan - income and expenditure sides of the project, the cost of operation of editors, addressees, methods and financing of distribution, a general economic balance sheet of the published periodical. - Minimum mandatory attendance at the seminars for full-time students is 80%, for distance study it is 50% in group consultations. Students who fail to meet the mandatory level of attendance may be given additional study obligations during the semester (to the extent that they will demonstrate the results of their study and acquired competencies necessary for a successful completion of the course).
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 2009, Summer 2010, Winter 2010, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (Summer 2017, recent)
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