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FACULTY OF MASS MEDIA COMMUNICATION
LIST OF COURSES
Study programe:
MEDIA RELATIONS – bachelor level
Program Coordinator: PhDr. Ján Višňovský, PhD., e-mail: jan.visnovsky@ucm.sk,
visnovsky.jv@gmail.com
Characteristics of a study programme:
The term media relations in professional public is understood as regular
communication with the media, maintaining a good relationship with journalists who
are interested in the issue of the company or public institution. The resulting publicity
- neutral, positive or negative in critical situations - is primarily the result of the quality
of these relationships. Relations with media are based on the production and
providing with information that attract attention of addressed media about the topic
and consequently the interest of recipients of media contents for company,
organization, its products or services. The term media relations in the narrow sense
also represents creating of good relationships with other subjects involved in the
media communication (passive or active).
List of Courses (I. year of study, bachelor level)
1. Theory of Media Communication (4 ECTS, winter semester)
Language: English
Lecturer: Mgr. Juliána Mináriková, PhD., juliana.minarikova@ucm.sk
Annotation:
 Classification of media communication
 Initial theories of communication
 Communication as a social interaction
 Semiotics in mass media communication
 Levels of communication
 Models of communication
 Theory of two-step communication
 Theory of discourse
 Media and mass culture
 Media production
 Media audience
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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Research of media
2. Media Psychology (4 ECTS, winter semester)
Language: English
Lecturer: PhDr. Oľga Škvareninová, CSc., olga.skvareninova@ucm.sk
Media psychology is concerned with a wide swath of human behavior,
especially so in an increasingly media-dominated society. Its purview captures the
worlds of entertainment and advertising and their short- and long-term impact on
values, attitudes and behavior. It explores the media as they exert influence on
social, educational and strategic communications, on Information Technology and
telecommunications, on politics and sports, on ideology and on religion, on war and
peace and on diplomacy and terrorism, and on physical and psychological wellbeing.
Annotation:
 Media psychology
 The media and mind, self, and society
 Media, messages, and the medium as message
 Psychology and media (processing information)
 Priming and media messages on physical activity
 Media and perception
 Business and citizen (consumers and the media)
3. Marketing (4 ECTS, winter semester)
Language: English
Lecturer: Mgr. Veronika Pizano, PhD., veronika.pizano@ucm.sk
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Annotation:
Defining marketing – basic definitions.
Needs, wants and demands.
Products. Exchange, transaction, relationship marketing.
Market.
Marketing management: concepts and functions.
Marketing information system and marketing research. Marketing
environment.
Marketing mix and marketing communication. Market segmentation and
market targeting. Corporate identity. Customer relationship
Management and sustainable
Marketing. Services marketing. Place marketing. International marketing. Non
– profit marketing.
Marketing and the internet.
New trends in marketing.
4. History of Journalism (4 ECTS, winter semester)
Language: English
Lecturer: Dr. h. c. prof. PhDr. Juraj Vojtek, CSc., juraj.vojtek@ucm.sk
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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The basic objective of the course is to present the development of journalism
in the world since its beginning to the present. The main focus of the course is to
present the development of journalism in Great Britain and the USA since the last
third of the 19th century when the present structure of the journalistic industry started
to develop. Knowledge of the history of journalism is an indispensable part of the
general education of media professionals. Understanding the history of journalism
requires adequate knowledge of history in general.
Annotation:
 Social, technical and economic assumptions leading to the creation
 of periodical press
 The first forms (newspaper flyers / leaflet newspapers)
 Emergence of first newspapers in the most developed countries at
 the beginning of the17th century
 Building a typology of newspapers: daily, morning paper, evening
 paper, Sunday paper
 Legislative assumptions of the development of the press; the fight for the
freedom of the press. Legal and economic restrictions of the freedom of the
press
 Great editors-in-chief
 The role of advertising in the press business; newspapers as big
 business
 Emergence and development of mass press and onset of press
 monopolies
 Attempts to restrict monopolisation and conglomeratization in the
 newspaper business
 Summary of results of the development of journalism and current
 structure of periodical press in the world
5. General Economic Theory (3 ECTS, winter semester)
Economic decisions and economic activities, which underlie the solution of
many problems of every-day living, belong to some crucial components of every-day
life. The success of solving them out depends on understanding the constantly
changing economic events and processes. Within this context, it is necessary to
know the elementary economic terms and categories and especially what the
economic introduces and what its basic functions are.
Language: English
Lecturer: Ing Tomáš Fašiang, PhD., tomas.fasiang@ucm.sk
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Annotation:
Basis, meaning and dividing of economy
Economy, base types and economic policy
Basic economic subjects and production factors
Market, market responsibilities and market mechanism
Basic macro-economic terms and categories
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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Commercial circle
Unemployment and inflation
Money and bank sector
International financial system and theories of international trade
Economic integration and European Union
Economic theories and its representatives
The Nobel prize for economy
6. Informatics, Mass Media Informatics (3 ECTS/3ECTS, winter/summer
semester)
Language: English
Lecturer: Ing. Andrej Trnka, PhD., Ing, Robert Halenar, PhD.,
andrej.trnka@ucm.sk, robert.halenar@ucm.sk
Mission of teaching informatics the general-education science course in nontechnical field of study in college is to teach students basic concepts, procedures and
informatics, building an informatics culture, to teach effective use of information
resources of civilization with respect for the legal and ethical use of information
technologies and products. The aim of teaching the general-education science
course is to make the basic concepts and techniques for working with data to
understand the flow of information in computer systems and in conjunction with
information technology to create a platform for all other study subjects. Part of the
theory underpinning the study subject is dealt with using practical examples listed in
the Annex textbook of individual presentations.
Annotation:
 Introduction to computer terminology
 Internet
 Information technology and society
 Security and copyright and law
 Computer viruses
 Legal and illegal software
7. Social-cultural Contexts of Communication (4 ECTS, summer semester)
The word „communication“belongs to the most frequent specialized terms of
contemporary social and human sciences. In the development of human culture, the
sole phenomenon of communication is of same prominent status. We do not
understand communication in just narrow meaning as a casual process of
information transfer, but from the philosophical viewpoint communication has a
meaning, symbolical and ritual role in the production of social world, world of a man.
Communication created human society, human culture and in the source of the
whole history of mankind, it helps to pass human wisdom and education from
generation to generation. From this reason, not only theorists of communication
focus on the research of communication. Communication is subject of research in
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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many sciences from the field of human, social, technical and natural sciences. Its
research is thus of interdisciplinary character. Important positions among these
sciences also have sciences on culture, among which cultural studies, science about
culture, took prominent position at the beginning of the 1970s.
Language: English
Lecturer: PhDr. Oľga Škvareninová, CSc., olga.skvareninova@ucm,sk
Annotation:
 Definition of the term culture
 Starting Points of European Culture. Ancient world of Asia, Egypt
 Antique culture. Basic values of our culture
 Medieval culture. Christian basis of our culture
 Culture of Modern Era. 1492 – 1848
 Culture of Modern Era. 1848 – Present times
8. Social responsibility of media (4 ECTS, summer semester)
Language: English
Lecturer: Mgr. Juliana Mináriková, PhD., juliana.minarikova@ucm.sk
Annotation:
 Morality and ethics, communication ethics, social responsibility of the media
and media ethics – basic terminology
 Characteristics of media ethics as occupational (professional) ethics, relation
to enterprise ethics
 Social responsibility of enterprise subjects and media
 Forms and institutions of ethical self-regulation in media, marketing,
advertising, and journalistic work
 Importance and history of ethics codes
 Marketing ethics, PR ethics, advertising ethics
 Characterization and functioning of ethics codes in the media practice in
Slovakia
 Ethics of the journalistic work
 Social responsibility of media operative in relation to the public and object of
his interest
 Ethical aspects of media work in relation to recipient, audience and society
9. Effective communication (3 ECTS, summer semester)
Language: English
Lecturer: Mgr. Veronika Pizano, PhD., veronika.pizano@ucm.sk
Annotation:
 Social communication
 Verbal communication
 Nonverbal communication
 Principles of effective communication
 Effective dialogue
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
MEDIA RELATIONS
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Group conversation, discussion
Effective communication techniques, conflicts solving
Manipulation and protection against it
Persuasion, inducement, negotiation
Assertiveness, assertive techniques
10. Marketing Communication (4 ECTS, summer semester)
Language: English
Lecturer: Ing. Tomáš Fašiang, PhD., e-mail: tomas.fasiang@ucm.sk
The aim of this course is to provide basic information about marketing
communication tools – advertising, sales promotion, public relations, personal selling
and direct marketing. At the end of the course students should be able to define
marketing communication, the process of marketing communication, characterise
communication mix, and be familiar with the meaning, objectives and forms of each
marketing communication tool.
Annotation:
 Nature of marketing communication
 Marketing communication process
 Communication mix
 Advertising: objectives and budget
 Public Relations: objectives and tools
 Personal selling
 Direct marketing
11. Aesthetic in mass media (4 ECTS, summer semester)
Language: English
Lecturer: Mgr. Michal Kovalčík, PhD., michal.kovalcik@ucm.sk
Annotation:
 Aesthetic relationship to the world, the aesthetic attitude
 Aesthetical situation
 Subject and method of aesthetics
 The categories of aesthetics
 Brief outline of aesthetic thinking
 Artifact and aesthetic sign
 Semiotic relations of aesthetic phenomenons
 Aesthetic perception and aesthetic experience
 Aesthetic object
 Work of art
 Aesthetic function, aesthetic value, aesthetic standard
 Non-artistic and natural aesthetics
12. English Language I., II. (4 ECTS/4 ECTS, winter/summer semester)
Language: English
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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Lecturer: PaedDr. Eva Habiňáková, PhD., eva.habinakova@ucm.sk
13. Seminar of Multimedia Production I., II. (2 ECTS/2 ECTS, winter/summer
semester)
Language: English
Lecturer: Mgr. art. Petra Cepková, PhD., petra.cepkova@ucm.sk
14. Presentation Skills Trainning I., II. (2 ECTS, 2 ECTS, winter/summer
semester)
Language: English
Lecturer: PhDr. Andrea Koltaiová, PhD., andrea.koltaiova@ucm.sk
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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List of Courses (II. year of study, bachelor level)
1. Public Relations (4 ECTS, winter semester)
Language: English
Lecturer: PhDr. Ján Sloboda, PhD., jan.sloboda@ucm.sk
Annotation:
 Characteristics of PR starting points. Psychology of PR communication. The
public and public opinion
 From propaganda to discussion – development of PR. Insight into world and
slovak history of PR
 PR as management function. aims and functions of PR
 Media Relations – basis of PR
 Corporate Identity
 Crisis Communication
 Public affairs
 Controlled Events as part of PR
 Sponsorship and Donating
 Internal PR
 Integrated planning of PR activities – situational analysis, defining of targets,
target groups, and budget of PR activities, implementation and control
 Social responsibility and PR, ethics of PR communication
2. Media Relations I., II. (5 ECTS/5 ECTS, winter/summer semester)
Language: English
Lecturer: PhDr. Ján Sloboda, PhD., jan.sloboda@ucm.sk
The aim of Media relations I is to explain and investigate the subject of Media
Relations and effective ways to develop relationships, how to deal with
journalists, describe the specifics of the media market and ethical rules used
in the relationship between PR managers and journalists.
Annotation:
 Media Relations characteristics
 Specifics of the Media market / How various media operate
 Media power
 Creation of an annual communication strategy
 Main principles of Media Relations
 Media communication tools
 Principles of communication with media
 Spokesperson as the company communicator
3. Creation of Journalistic Messages I, II. (5 ECTS/5 ECTS, winter/summer
semester)
Language: English
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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Lecturer:
prof.
PhDr.
nataliya.panasenko@ucm.sk
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Nataliya
Panasenko,
DrSc.,
Annotation:
Introduction to the issue of journalistic genres: Publicistic style, journalistic genres,
genre dominant
Development processes and particularities of journalistic genres in print media
News genres, criteria, attributes, classification
Approaches and procedures related to writing news texts, current trends
Publicistic journalism of rational type (analytical publicistic journalism), publicistic
journalism of emotional type (belles-lettres publicistic journalism), process of writing
the text, methods, features
Investigative journalism
Publicistic genres of rational type, classification, basic characteristics
Analysis and creation of genres – commentary, note, editorial, reflection, recension
Analysis and creation of genres – analysis, interview, editorial chat, recension
Analysis and editing of genres of epistolary publicistic journalism – reaction, inquiry,
discussion, journalistic letter
Publicistic genres of emotional type, basic characteristics
Analysis and creation of genres – glossa, feature, essay, column
4. Media Marketing (5 ECTS, winter semester)
Language: English
Lecturer: Mgr. Marianna Schmidtová, marianna.schmidtova@ucm.sk
Annotation:
 Media marketing and media market
 Specifics of marketing mix in media marketing
 New trends in media: Product placement
 New trends in media: Guerrilla marketing in media
 New trends in media: Viral marketing
 New trends in media: Mobile marketing
 Corporate Identity in media and its characteristics
 Communication of media
 Design of media
 Presentation of student´s seminar papers – list of topics
5. System of Work in Print Media (5 ECTS, winter semester)
Language: English
Lecturer: PhDr. Oľga Škvareninová, CSc., olga.skvareninova@ucm.sk
This course acquaints students with the fundamental rules of the collective
journalistic process through theoretical study and covers the set of activities
taking place in the editorial office. In addition, it introduces issues dealing with
the assumptions of a collective component of the creative journalistic process,
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
MEDIA RELATIONS
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that means, the organization of editorial work and management of editorial
teams.
Annotation:
Place of editing in journalism theory
Organisation of editorial work in general
Organization of editorial work and editing
Editing as a purposeful, creative process
Systematic characteristic of a journalistic unit
Internal and external forms of a journalistic unit
6. Electronic Media System of Operations (4 ECTS, summer semester)
Language: English
Lecturer: Mgr. Juliána Mináriková, PhD., juliana.minarikova@ucm.sk
The course Electronic Media – System of Operations aims to provide students
with an overview of the system of electronic media as such - the coexistence
of different types of media in the same space, particularities and means of
expression of electronic media in determining journalistic activity, perspective
for electronic media development and its subsequent use by recipients. In this
course students acquire a better ability to understand the media environment
and how the media affect society and the individual.
Annotation:
 Origins of electronic media
 Types of electronic media
 Regulation of electronic media
 Broadcasting: methods and options, transmission and retransmission
 Electronic media audience
 Electronic media – current situation
 Organizational structure and production conditions
 Creative journalistic activity with respect to media types
 Programming and its importance
 Relationship: electronic media and internet
 Tendencies in development of electronic media
7. Creating Media Message (5 ECTS, summer semester)
Language: English
Lecturer:
prof.
PhDr.
Nataliya
Panasenko,
nataliya.panasenko@ucm.sk
Annotation:
 News value of event
 Main features of journalistic information
 Message caption
 Message language and compositional means
 Message fact
DrSc.,
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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Message composition - chronological, logical, emphatic, contra-chronological
and causal
Hard news, soft news, spot news, developing news, and continuing news
Message particularities in press, radio and television
News service interview
Dramaturgy of news service interview
8. Organization of Media Events (2 ECTS, winter semester)
Language: English
Lecturer: Mgr. Igor Lakatoš, igor.lakatos@ucm.sk
Goal of the subject is to teach the students to identify, distinguish, evaluate
and prepare various media events and presentations. The student will
understand the meaning of press conference, press-presentation,
accreditation, event for media, media testing, excursion for media, media day
and another forms of media undertaking for companies, organizations and for
the media itself. The student will handle the ways of set up and production of
some tangible media events. The student will get the knowledge dealing with
the basis of presenting for media, he will learn to analyse and define goals,
structure and content of media events, he will learn to know the needs and
preferences of particular media. He will learn to react to media questions give
arguments and keep attention of media.
Annotation:
 Importance of media events in terms of creating relations with media
 Media events and their development – historical overview
 Media events as a part of marketing plan
 Organizing a media event
 How to hold an effective press conference
 Handling the media
 Creating a media event
 Creating a press list
 Press releases and calls
 Organizing the event
 Managing the event
9. Case studies I., II. (2 ECTS/2 ECTS, winter/summer semester)
Language: English
Lecturer: Mgr. Veronika Pizano, PhD., veronika.pizano@ucm.sk
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Annotation:
Methodology of solving case studies
Case study structure
Problem solving
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk
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SWOT analysis
Marketing strategy
10. Creative Writing I., II. (2 ECTS/2 ECTS, winter/summer semester)
The goal of subject is to enable some assumes, forms and order and practices
of creative writing for both, media needs and art production. A student will
understand the basic characteristic signs of literary genres, he will learn to
identify and create them. The student will master the description of
surroundings, characters, plot, principles of pressure creating, dialogues
making, metaphors and punch line. The student will get the writing skill when it
comes to ideas, synopses, fictions, broadcasting and audiovisual screenplays
of various genres. He will learn to create some dramatic situations, solve
conflicts and create literary characters.
Language: English
Lecturer: prof. PhDr. Nataliya Panasenko, DrSc.,
nataliya.panasenko@ucm.sk
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Annotation:
Personal assumptions of creativity
Creative writing as a craft
Structure of creative outputs
Genres and forms of creative outputs
Surroundings description as basic starting point of
Literary work
Dialogues and conflict as dramatic item of literary work
Stylistics and syntax of written discourse
Importance of original metaphor and punch line
Most frequent mistakes of creative outputs – phrases, calques,
Deaf metaphors
Message of literary work
Production of literary works
19. 1. 2015
PhDr. Ján Višňovský, PhD.
Department Coordinator
Faculty of Mass Media Communication
University of SS. Cyril and Methodius in Trnava
Slovakia
Fakulta masmediálnej komunikácie, Univerzita sv. Cyrila a Metoda v Trnave
Adresa: Námestie Jozefa Herdu 2, 917 01 Trnava
Telefón: 033/55 65 424
E-mail: fmkucm@ucm.sk
Internet: fmk.ucm.sk