27. 10. 2020  21:24      Sabína, pamätný deň - Deň černovskej tragédie        
Univerzitný informačný systém

Sylabus predmetu BMMD20225 - Media Marketing (FM - WS 2019/2020)

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University: Pan-european University
Course unit code:
Course unit title: Media Marketing
Planned learning activities and teaching methods:
lecture1 hour weekly / 24 hours per semester of study (on-site method)
1 hour weekly (on-site method)

Credits allocated:
Recommended semester/trimester:
3rd grade, 5th semester
Level of study:
Prerequisites for registration:
Assessment methods:
The course is a combination of a lecture and a seminar in which students present their works according to the assignment.

- Active participation in seminars (20%)

- Writing of marketing project for selected medium (20%)

- Project presentation and defense (30%)

- Final written test (30%)

- Credits will not be awarded to students who do not pass the final written test to at least 66%
Learning outcomes of the course unit:
Students who will attend lectures and seminars are going to gain a basic overview of marketing in the media both in theory and in practice, mostly thanks to seminars with key marketers of Slovak media. At the same time, students will acquire overview of Slovak media legislation, media market, its actors, and their position.
Course contents:
Characteristics of basic principles of marketing concepts (and their differences) of different types of media with emphasis on practical application of marketing strategy and programs in the competitive environment of the Slovak media space.

Media market and its marketing specifics. Analysis of the micro and macro environment of the media business; Marketing information system, characteristic audience profiles.

Segmentation criteria, mediagraphic behavior of target groups. Marketing planning in media, goals, marketing mix strategies.

Product portfolio of media subject, offer diversification. Distribution strategy, Pricing strategy.

Communication strategy of above-the-line and under-the-line methods. Means of communication.

Sales promotion in the media; PR, sponsorship, partnership, media events.

Measuring the effectiveness of a marketing program.

Seminar: Marketing of print media and radio

Seminar: Internet media marketing

Seminar: Television marketing

Recommended literature:
EASTMAN S. T., FERGUSON D. A., KLEIN R.: Media Promotion & Marketing for Broadcasting, Cable & the Internet. Focal Press, 2006.
BLUMENTHAL, H J. -- GOODENOUGH, O R. This Business of Television. 3. vyd. New York: Billboard Books, 2006. 568 s. ISBN 0-8230-7763-2.
Recommended or required reading:
Language of instruction: Slovak
Prerequisites: Marketing I, Marketing II
Courses evaluation:
Assessed students in total: 74

54,1 %
28,4 %8,1 %
6,8 %
2,6 %
0 %
Name of lecturer(s):
prof. PhDr. Andrej Tušer, CSc. (person responsible for course)
Bc. Branislav Závodský (examiner, instructor, lecturer)
Last modification:
25. 11. 2019

Last modification made by Ján Lukáš on 11/25/2019.

Typ výstupu: