AN_PUR Public Relations

Institute of Technology and Business in České Budějovice
summer 2026
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
Guaranteed by
Ing. Radim Dušek, Ph.D.
Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
AN_PUR/P01: Mon 13:05–14:35 D516, R. Dušek
AN_PUR/S01: Mon 14:50–16:20 D516, R. Dušek
Prerequisites (in Czech)
FORMA(P)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
The course focuses on public relations as one of the basic communication disciplines, its understanding and the ability of practical application. The course deals with the key components of public relations, including a focus on corporate identity as the main tool of company visual presentation.
Learning outcomes
After successful completion of the course, student is able to:

-understand the basic principles of public relations,
-apply public relations tools to practical situations,
-build his/her own communication competences,
-understand the importance of corporate identity, culture and communication,
-apply PR tools in company practice,
Syllabus
  • Lectures
  • 1. PR as a part of marketing mix
  • 2. PR and its role in marketing communication
  • 3. History of PR
  • 4. Tools and techniques of corporate PR
  • 5. Importance of PR for business
  • 6. Examples of PR tactics
  • 7. Planning PR campaigns
  • 8. Evaluating PR results
  • 9. Different types of PR
  • 10. Media relations
  • 11. Communication with mass media
  • 12. Ethics in PR
  • 13. PR myths debunked
  • Seminars
  • 1. PR as a part of marketing mix
  • 2. PR and its role in marketing communication
  • 3. History of PR
  • 4. Tools and techniques of corporate PR
  • 5. Importance of PR for business
  • 6. Examples of PR tactics
  • 7. Planning PR campaigns
  • 8. Evaluating PR results
  • 9. Different types of PR
  • 10. Media relations
  • 11. Communication with mass media
  • 12. Ethics in PR
  • 13. PR myths debunked
Literature
  • KOTLER, Philip a Gary ARMSTRONG. Principles of marketing. 15 th global ed. Harlow: Pearson, 2014, 716 s. ISBN 978-0-273-78699-3.
  • SMITH, R. D., 2017. Strategic Planning for Public Relations. New York: Taylor & Francis. ISBN 978-13-51983-3-89.
  • KOTLER, P a K. L KELLER. Marketing management. Praha: Grada, 2007, 788 s. ISBN 978-80-247-1359-5
Organizační formy výuky
Lecture
Seminar
Komplexní výukové metody
Frontal Teaching
Group Teaching - Cooperation
Project Teaching
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Fulfilling continuous tasks23 
Preparation for Lectures7 
Preparation for Seminars, Exercises, Tutorial20 
Preparation for the Final Test28 
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion26 
Total:1300
Metody hodnocení a jejich poměr
Test – final 70%
Fulfilling continuous tasks 30%
Podmínky testu
Continuous evaluation:
fulfilling continuous tasks and activities - 30 points (i.e. 30 %)

Final evaluation:
written test - 70 points (i.e. 70 %)
Language of instruction
English
Teacher's information
The attendance in the lessons in all forms of study is dealt with by a special internal standard (Registration of VŠTE students attendance). 70 % attendance at seminars and exercises is compulsory for daily students.

The assessment of students with an individual study plan (ISP) will consist of an essay (max. 30 points) according to the requirements given in the IS (without the need to present the essay results) and a final written test (max. 70 points). Students with ISP are obliged to contact the teacher immediately after approval of their individual study plan (dusek@vste.cz). If the student does not do so within two weeks of approval, his ISP will not be taken into account.
  • Enrolment Statistics (recent)
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