MBA Marketing and advertising

The aim of the course is to acquaint students with the basic principles, problems and practical methods of marketing communication. Students will get acquainted with the concept of marketing communication, as presented in the literature, but also with practical examples. The course introduces students to the structure and operation of communication agencies, how differentiated components of communication, which affect the origin, development and position of brands and products, as well as the image and activities of commercial and non-commercial entities. The process of communication of individual subjects from the assignment, through the creation of strategy, selection of media, creative solutions, production and implementation will be presented on specific examples. Marketing communication with customers is very important for all branches of business that operate worldwide, internationally, nationally or only in a region, city or small municipality.

By studying the subject of marketing strategy, you will gain a strategic view of marketing, you will understand the concepts, processes and differences in basic marketing strategies. The course is initially theoretical for understanding terminology, then the course will focus on practical methods and how to work with individual components of marketing. The course develops students' managerial and marketing skills and helps to understand the links between management decisions in various areas of business management and implemented corporate strategy and proves the projection of marketing decisions into other areas of business management.

The aim of the course is to give students the ability to differentiate their product or brand. This ability is absolutely crucial today. Furthermore, the course is focused on the systematic building of corporate reputation and activities aimed at supporting the sale of a particular product or service. Students will learn to understand why people behave (and make decisions) the way they behave and thus target marketing to specific communities or groups of people. By completing the course, the student is able to compile a sales and marketing plan for a selected product, identify criteria for customers' purchasing decisions, prepare a targeted marketing campaign and improve cooperation with the sales team.

The subject of strategic management deals with the individual steps of strategic management and the problems associated with their implementation. Furthermore, the course provides students with information and knowledge about the principles and basics of applying analytical methods in the company. The course provides guidance for ensuring business success in a market economy, anticipating market opportunities and solving possible business problems that are of a strategic nature. The course combines practical knowledge and theoretical directions for the field of strategic analysis of business processes and especially for the creation of new strategic goals, visions and recommendations for top management. The main content of the course is to acquaint students with the basic principles and methods of strategic management. After completing the course, the student will be able to explain the concept of strategic management, strategy, innovation strategy of the company and will be able to formulate the various stages of strategy creation and implement them.

By studying the subject project management, you will get the opportunity to get acquainted with the main processes of project management. You will gain knowledge of project management and acquire skills and abilities for the practical application of project management in the management system of companies and other institutional organizations. You will get acquainted with the most important concepts and specifications of the key features of innovation and innovative entrepreneurship. In practice, project management brings a number of changes and risks and problems arising from them with the need to identify and eliminate their causes. The course deals with project management both in terms of the implementation of project management in companies and how to manage specific projects.

The aim of the course is to acquaint students with the standards of marketing research and to expand students' understanding of the importance of marketing research. Furthermore, students are introduced to specific statistical methods that are used in research practice. Students will learn to describe the process of marketing research, classify applications of marketing research, select appropriate methods of primary research, create a questionnaire and evaluate data from the survey. By completing the course, students are able to develop a research plan with respect to the objectives, choose appropriate methods and tools and apply basic and slightly advanced tools used in marketing research.

The aim of the course is to create a PR strategy is the formulation of goals, the choice of tools for communication, segmentation of target groups in terms of PR, PR communication strategy of the company. Understanding the PR strategy will allow the entire organization to achieve its goals more easily. An important point of the course are current trends in PR, the creation of press releases and the elimination of media traps. Attention is paid to the whole process of creating a strategic document: from input analyzes and audits, through setting goals and target groups, selection of key messages and appropriate communication tools, to the implementation plan, including the budget, as well as methodology for evaluating outputs with subsequent feedback for management. .

Studying the subject of social network will bring the student a comprehensive overview of the use of social media in the communication mix in comparison with traditional media. The subject of social network presents the practical use of online / digital marketing, methods and tools of communication strategies and campaigns in the context of access to new consumer trends, innovative communication channels and the transfer of communication to digital media, especially to mobile devices via the Internet.

The aim of the course international marketing is to acquaint students with new knowledge, to clarify the importance of international marketing and its role and tools. Special attention is paid to the specifics of the international environment, with the risks and determinants of international business. The course explains the forms of entry into international markets, where communication plays an important role, the principles of segmentation and selection of target markets, marketing approaches to adapt the marketing mix.

The aim of the subject branding is to clarify the process of creating and using the visual identity of the brand. The course covers individual parts of branding such as brand design, logo, visual style and other elements of the brand. Branding is one of the key and irreplaceable marketing activities that fundamentally affects the image of the product and the desired attitudes in the community of customers and those interested in products. The course describes in detail not only branding but also brand building, which deals with comprehensive brand building and management.