N_PUR Public Relations

Institute of Technology and Business in České Budějovice
winter 2025
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: Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
N_PUR/K02: Sun 12. 10. 9:40–11:10 B3, Sun 2. 11. 13:05–17:35 B3, Sat 22. 11. 13:05–17:35 B3, Sat 6. 12. 14:50–16:20 B3, R. Dušek
N_PUR/P01: Tue 11:25–12:55 B5, R. Dušek
N_PUR/S01: Tue 13:05–14:35 B5, R. Dušek
Prerequisites
MAX_KOMBINOVANYCH(60) && MAX_PREZENCNICH(41)
Not required
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
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 a student:
understands the basic principles of public relations and external and internal communication linked to public relations,
applies public relations tools to practical situations,
applies effectively public relations tools in company practice,
builds his/her own communication competences,
applies presentation and communication skills thanks to which he/she is able to create and build long-term mutual relations with the company key stakeholders and media
understands the importance of corporate identity, culture and communication,
proposes a basic suitable corporate identity,
applies PR tools in company practice,
prepares and coordinates a marketing campaign from the point of view of copywriting and is able to identify the key factors for building positive PR
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
    required literature
  • SMITH, R. D., 2017. Strategic Planning for Public Relations. New York: Taylor & Francis. ISBN 978-13-51983-3-89.
  • HEJLOVÁ, D., 2015. Public relations. Prague: Grada. ISBN 978-80- 24750-2-24.
  • KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. 15 th global ed. Harlow: Pearson, 2014, 716 pp. ISBN 978-0-273-78699-3. info
    recommended literature
  • KOTLER, P and K. L KELLER. Marketing management. Praha: Grada, 2007, 788 pp. ISBN 978-80-247-1359-5. info
Forms of Teaching
Lecture
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
Essay 23
Fulfilling continuous tasks23 
Preparation for Lectures7 
Preparation for Seminars, Exercises, Tutorial2052
Preparation for the Final Test2839
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion2616
Total:130130
Assessment Methods and Assesment Rate
Test – final 70 %
Fulfilling continuous tasks 30 %
Exam conditions
Continuous evaluation:
Full time study:
fulfilling continuous tasks and activities - 30 points (i.e. 30 %)

Distance study and ISP: Essay - 30 points (i.e. 70 %)
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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