B_BR_MMK_p Media Campaings Management

NEWTON University
summer 2026
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Martin Přibyl, Ph.D., MBA (lecturer)
Ing. Martin Přibyl, Ph.D., MBA (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Centre for Marketing – Academic Department – NEWTON University
Timetable
Tue 11:20–12:50 WebinarJam, except Tue 17. 2. ; and Tue 5. 5. 11:20–12:50 WebinarJam
  • Timetable of Seminar Groups:
B_BR_MMK_p/01: each even Wednesday 9:40–11:10 BR Učebna 02, except Wed 18. 2. ; and Wed 13. 5. 9:40–11:10 BR Učebna 02, M. Přibyl
B_BR_MMK_p/02: each even Wednesday 11:20–12:50 BR Učebna 02, except Wed 18. 2. ; and Wed 13. 5. 11:20–12:50 BR Učebna 02, M. Přibyl
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course is focused on acquiring and developing students’ knowledge and skills in managing (i.e. planning, implementation, and evaluation of) a media campaign from the perspective of a communication agency. A key objective of the course is to familiarize students with basic concepts in the field of media campaigns, as well as with tools and procedures that are a fundamental prerequisite for the successful operation of a communication agency. The course is delivered with an emphasis on communication with the media campaign client. It addresses selected topics from the fields of marketing and marketing communication and builds on students’ prior knowledge of basic marketing. The course also includes guest lectures by external experts who specialize in commissioning, creating, and evaluating media campaigns. Seminars focus on case studies and practical assignments based on real-world practice in both business and non-profit organizations.
Learning outcomes
Strategy: Ability to plan and manage a campaign from brief to final report.
Metrics: Knowledge and calculation of key indicators (Reach, GRP, CPT).
Media: Understanding of the media mix and media space buying.
Client: Professional communication, campaign defense, and project evaluation.
Practice: Solving real-life case studies from the agency environment.
Syllabus
  • Introduction to the course topic, basic concepts, history and definition of agency approaches, media campaign as a service
  • Strategic frameworks of media campaigns
  • Overview of the communication agency market: current state, associations, major trends, and key advertisers
  • History of communication agencies and the reasons for their emergence; development of media campaigns in recent decades in the Czech Republic and abroad
  • Structure of a communication agency
  • Communication between the agency and the client
  • Client brief
  • Symbolism, values, and corporate identity in the context of a media campaign
  • Event marketing as part of the communication mix: typology of events and their integration into above-the-line (ATL) and below-the-line (BTL) activities
  • Media campaign content creation
  • Media campaign budget and scheduling
  • Monitoring and reporting of a media campaign
  • Media campaign evaluation
Literature
  • AAKER, David. Brand building budování značky. Česká Republika: Computer Press, 2003. 328 s. ISBN 80-7226-885-6.
  • PELSMACKER, Patrick de. Marketingová komunikace. Praha: Grada, 2003. 581 s. ISBN 80-247-0254-1.
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, 2016. 221 s. ISBN 978-80-247-5769-8.
  • PŘIKRYLOVÁ, Jana a kol. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019.
  • ŠINDLER, Petr. Event marketing: jak využít emoce v marketingové komunikaci. Praha: Grada, 2003. Expert (Grada). ISBN 80-247-0646-2.
Teaching methods
  • Interactive lectures: Theoretical instruction combined with discussion and analysis of current media trends.
  • Case studies: Analysis of real campaigns (both successful and unsuccessful) from agency practice.
  • Role-play: Simulation of negotiations between the agency and the client (strategy defense, crisis communication).
  • Industry guests: Lectures by professionals specializing in media buying, events, and analytics.
  • Project-based learning: Work on a semester project – the design of an integrated campaign, including an event component, for a real client.
Assessment methods
Course credit is awarded based on active participation in seminars (minimum 50%) and the completion and presentation of a team seminar project. 


The examination is conducted orally. Students are required to attend the examination in formal attire (business formal).

Language of instruction
Czech
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2026/B_BR_MMK_p