B_BA_MKS_k Media Campaign in the Context of Corporate Strategy

NEWTON University
winter 2026
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Martin Přibyl, Ph.D., MBA (lecturer)
Guaranteed by
Ing. Martin Přibyl, Ph.D., MBA
Centre for Marketing – Academic Department – NEWTON University
Prerequisites (in Czech)
(!B_BA_MKS_p Media Campaign in the Context of Corporate Strategy) && (!B_BA_MKS_k Media Campaign in the Context of Corporate Strategy) && (!B_BR_MKS_p Media Campaign in the Context of Corporate Strategy) && (!B_BR_MKS_k Media Campaign in the Context of Corporate Strategy) && (!B_PH_MKS_p Media Campaign in the Context of Corporate Strategy) && (!B_PH_MKS_k Media Campaign in the Context of Corporate Strategy)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives

The course is designed to provide students with knowledge and skills in the preparation, implementation and evaluation of media campaigns, particularly in the context of a company and its strategy. A central objective of the course is to familiarize students with the basic concepts of media campaigns, as well as with the tools and procedures that support the achievement of corporate strategy through media and help students understand the importance of appropriately designed campaigns with an emphasis on the customer – the target audience.


The course covers selected topics in marketing and marketing communication and builds on students’ knowledge of basic marketing. The course also includes guest lectures delivered by external experts specializing in the development of media campaigns. During seminars, students will work on case studies and practical assignments based on situations from both business and non-profit organizations.

Syllabus

Topics:


  1. Introduction to the subject, basic concepts, history and approaches to media campaigns, and the relationship between corporate marketing communication and strategy.


  2. Traditional forms of communication vs. integrated communication vs. content marketing.


  3. Objectives of media campaigns vs. other marketing tools.


  4. Types of media.


  5. Communication tools, their value and cost.


  6. Media campaign outputs and their evaluation in the context of corporate strategy.


  7. Communication campaign plan – situational analysis.


  8. Communication campaign plan – target groups.


  9. Communication campaign plan – communication strategy.


  10. Communication campaign plan – message formulation.


  11. Communication campaign plan – added value of the campaign vs. budget.


  12. Campaigns in the online environment.

Literature
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, 2016. 221 s. ISBN 978-80-247-5769-8.
  • YOUNG, Miles. Ogilvy o reklamě v digitálním věku. Praha: Svojtka Co., 2018. ISBN 978-80-256-2159-2.
  • PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. 344 s. ISBN 978-80-271-0787-2.
Assessment methods

The course credit is awarded based on seminar attendance (a minimum of 4 out of 6 sessions is required) and the preparation and presentation of a team seminar project.


The examination is oral.

Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms winter 2024, winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/B_BA_MKS_k