Course syllabus BMMD20225 - Media Marketing (FM - WS 2019/2020)
|Course unit code:|
Course unit title:
Planned learning activities and teaching methods:
3rd grade, 5th semester
Level of study:
|Prerequisites for registration:||none|
|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.
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
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:
Prerequisites: Marketing I, Marketing II
|Assessed students in total: 71|
|Name of lecturer(s):||prof. PhDr. Andrej Tušer, CSc. (person responsible for course)|
Bc. Branislav Závodský (examiner, instructor, lecturer)
25. 11. 2019
Last modification made by Ján Lukáš on 11/25/2019.