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Lecturer(s)
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Jelínek Radim, Ing. Mgr. Ph.D.
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Course content
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Communication as a social phenomenon. Marketing and methods of public relations. Origin and essence of PR methods. PR and the public. Influence on public by means of mass media. Communication in crisis situation of a company. Internal PR. PR online. Personal communication. The main principles of successful presentation. Public opinion and communication. Presentation training.
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Learning activities and teaching methods
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Dialogic (discussion, interview, brainstorming), Skills training
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Learning outcomes
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The aim of the course is to acquaint the students with one of the most important instruments of communication which is currently indispensable for the modern company in relations to other subjects. Generally, public relations are considered to be a part of the marketing mix (promotion), according to other theories it rather overreaches its framework and it is considered to be an instrument of strategic management.
The students acquire an overview and basic knowledge of marketing communication and an overview of the main points of personal skills.
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Prerequisites
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The students should have a basic knowledge of marketing, particularly marketing communication.
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Assessment methods and criteria
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Home assignment evaluation
The credit is granted upon attendance at seminars and completion of the seminar paper and its successful presentation.
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Recommended literature
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De Pelsmacker, P. Marketingová komunikace. Praha: Grada Publishing, 2003.
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Hierhold, E. Rétorika a prezentace. Praha: Grada Publishing, 2005.
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Hloušková, I. Vnitrofiremní komunikace.
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Philips, D. Online public relations. Praha: Grada Publishing, 2001.
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Svoboda, V. Public Relations. Grada Publishing, 2005.
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