NE_PUR Public Relations

Institute of Technology and Business in České Budějovice
summer 2021
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
NE_PUR/NE2: Sun 14. 3. 14:50–16:20 B1, 16:30–18:00 B1, 18:10–19:40 B1, Sun 4. 4. 8:00–9:30 B1, 9:40–11:10 B1, Sun 18. 4. 14:50–16:20 E1, 16:30–18:00 E1, 18:10–19:40 E1, R. Dušek
NE_PUR/P01: Wed 13:05–14:35 N109, R. Dušek
NE_PUR/S01: Wed 14:50–16:20 N109, R. Dušek
NE_PUR/S02: Wed 16:30–18:00 N109, R. Dušek
Prerequisites
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 factors that i
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
  • HEJLOVÁ, D., 2015. Public relations. Prague: Grada. ISBN 978-80- 24750-2-24.
  • SMITH, R. D., 2017. Strategic Planning for Public. [s. l.]: Taylor & Francis. ISBN 978-13-51983-3-89.
    recommended literature
  • REIC, I., 2016. Events Marketing Management: A consumer perspective. [s. l.]: Routledge. ISBN 978-11-36289-7-98.
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
Essay2020
Fulfilling continuous tasks33
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 %
Essay in ENG 25 %
Fulfilling continuous tasks 5 %
Exam conditions
Continuous evaluation:

Essay - 25 points (i.e. 65 %)

fulfilling continuous task - 5 points (i.e. 5 %)

Final evaluation:

written test - 70 points (i.e. 70 %)

Language of instruction
Czech
Teacher's information
"Lectures will be realized via MS Teams in real time according to the relevant timetable. The lectures will be also recorded and made available for part-time students in the VSTE IS. Seminars will be realized via MS Teams in real time according to the relevant timetable.

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 course is also listed under the following terms summer 2022, SUMMER 2023, summer 2024.
  • Enrolment Statistics (summer 2021, recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2021/NE_PUR