B_VyM Publishing House Management

University of Finance and Administration
Summer 2022
Extent and Intensity
2/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Miroslav Dittrich (seminar tutor)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
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
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The technological development of individual media types, the invention of book printing, the emergence of print, the transmission of audio signals, the emergence of radio, the transmission of the video signal, the emergence of television, were designed in the early 1990s by an interactive form of Internet communication.This creates the Internet and New Media, that is, the unprecedented development of a new phenomenon, multimedia communication. New directions in communication include the internet, smart phones, tablets, and so on. These directions affect the entire media environment and the market, as well as the management of all publishing entities and activities. Knowledge is changing and introduces new methods in all communication fields, for reasons of changing content of communication, public relations, and other activities. Students will receive information about the media market, media landscape of the 21st Century, understand the trends in modern multimedia communication. Today, the content, its quality, the speed of delivery, and the message is not dependent on the media type. Students are acquainted with the basics of publishing activities financing, communication of organizations with agencies in advertising, etc. Students will be ready to create a simple project in the field of printed media, corporate magazine, or web server, including a shortened business plan.
Learning outcomes
The technological development of individual media types, the invention of book printing, the emergence of print, the transmission of audio signals, the emergence of radio, the transmission of the video signal, the emergence of television, were designed in the early 1990s by an interactive form of Internet communication.This creates the Internet and New Media, that is, the unprecedented development of a new phenomenon, multimedia communication. New directions in communication include the internet, smart phones, tablets, and so on. Students will receive information about the media market, media landscape of the 21st Century, understand the trends in modern multimedia communication. Today, the content, its quality, the speed of delivery, and the message is not dependent on the media type. Students are acquainted with the basics of publishing activities financing, communication of organizations with agencies in advertising, etc. Students will be ready to create a simple project in the field of printed media, corporate magazine, or web server, including a shortened business plan.
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
    recommended literature
  • BENDA, J. Vlastnictví periodického tisku. Praha: Karolinum, 2007, 273 stran, ISBN 978-80-246-1387-1
  • COMBS Mc., M. Agenda setting. Praha: Portál, 2009, 250 stran, ISBN 978-80-7367-591-2
  • GILES, David. Psychologie médií. Praha: Grada, 2012. ISBN 978-80-247-3921-2.
  • JAKUBOWICZ, Karol. Nová ekologie médií: konvergence a mediamorfóza. Zlín: VeRBuM, 2013. ISBN 978-80-87500-38-5.
  • JIRÁK, Jan a Barbara KÖPPLOVÁ. Masová média. Praha: Portál, 2009. ISBN 978-80-7367-466-3.
  • HALLIN, D. C., MANCINI, P. Systémy médií v postmoderním světě. Praha: Portál, 2008, 367 stran, ISBN: 978-80-7367-377-2
  • KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Eupress, 2015. ISBN 978-80-7408-100-2
  • MCQUAIL, Denis. Úvod do teorie masové komunikace. 4., rozš. a přeprac. vyd. Praha: Portál, 2009. ISBN 978-80-7367-574-5.
  • MORAVEC, Václav. Média v tekutých časech: konvergence audiovizuálních médií v ČR. Praha: Academia, 2016. ISBN 978-80-200-2572-2.
  • ORLEBAR, Jeremy. Kniha o televizi. Praha: Nakladatelství Akademie múzických umění, 2012. ISBN 978-80-7331-246-6.
  • VEČEŘA, Pavel. Úvod do dějin tištěných médií. Praha: Grada, 2015. ISBN 978-80-247-4178-9.
  • OSVALDOVÁ, B., HALADA, J., a kol. Encyklopedie praktické žurnalistiky. Praha: Libri, 1999, 250 stran. ISBN 80-85983-76-1
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: 10 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 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021.
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