NE_NJ_PRL Německý jazyk odborný - Public Relations

Institute of Technology and Business in České Budějovice
summer 2021
Extent and Intensity
0/2/0. 2 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Elena Tomášková (seminar tutor)
Guaranteed by
Mgr. Elena Tomášková
Centre of language services – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Centre of language services – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
NE_NJ_PRL/X01: Sat 27. 2. 8:45–9:30 D415, 9:40–10:25 D415, 10:25–11:10 D415, Sat 13. 3. 8:45–9:30 D415, 9:40–10:25 D415, E. Tomášková
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
The course deals with public relations as one of the basic types of communication, its understanding and application in practice. The course deals with key components of public relations and emphasizes the corporate identity as the main tool for the visual representation of the company.
Learning outcomes
After successfully completing this course, students can: Understand the basic principles of public relations, as well as internal and external communication related to public relations, apply PR tools in specific situations, apply the PR tool effectively in business practice, acquire communication skills, acquire communication and presentation skills, thanks to which he will establish a long-term relationship to build people from the company and the media, understand the meaning of "corporate identity", corporate culture and communication, design a fundamentally suitable corporate identity, Apply PR tools in business practice, prepare and manage a marketing campaign related to copywriting and identify the fundamental factors influencing consumer purchasing behavior in the B2B and B2C markets.
Syllabus
  • 1. PR as an independent field of marketing communication 2. Development of PR in Europe and the Czech Republic 3. PR tools and areas 4. Importance of PR activities for companies. Information sources and communication channels for PR 5. Strategic and tactical planning of PR activities 6. PR in organizations with specific products (education, sports, culture, travel, non-profit organizations) 7. Mass media, their typology and use in PR 8. Public work, public relations 9. Lobbying as part of PR 10. PR agencies and organizations working in PR 11. Identity of the organization as an important element of current marketing communication 12. Crisis communication and PR 13. Ethics in PR and manipulation techniques
Literature
    required literature
  • HEJLOVÁ, D. Public relations. 1. vydání. Grada, 2015. ISBN 978-80-247-5022-4.
    recommended literature
  • RÖTTGER, U., KOBUSCH, J., PREUSSE, J. Grundlagen der Public Relations. 3. Aufgabe. Springer VS, 2018. ISBN-13: 978-3658175023.
  • NOVOTNÁ, E. a M. MUSIl. O PR - Uvedení do Public Relations. 1. vydání. Nakladatelství VŠE Praha, 2016. ISBN 978-80-245-2193-0.
Forms of Teaching
Seminar
Tutorial
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Project Teaching
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for the Mid-term Test57
Preparation for Seminars, Exercises, Tutorial1025
Preparation for the Final Test1112
Attendance on Seminars/Exercises/Tutorial/Excursion268
Total:5252
Assessment Methods and Assesment Rate
Exam – written 70 %
Test – mid-term 30 %
Exam conditions
Grading of the course both for part-time and full-time students: an exam during the semester, written test in the examination period. The final test requires B2- level of the Common European Framework of Reference for Languages. Successful graduates of the course have to get at least 70 points (from both parts together). The final test includes the questions within the range of the level B2- (not only based on the textbook).
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
Teacher's information
Lessons will be online via MS Teams in accordance with the schedule.

Attendance at classes in all forms is governed by a separate internal standard of VŠTE (Records of student attendance at VŠTE). For full-time students, 70% attendance at seminars and seminars is mandatory.

The course is also listed under the following terms summer 2020.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2021/NE_NJ_PRL