BBA Marketing and communications

The aim of the course Basics of Marketing is to acquaint students with marketing, its essence and individual tools (marketing mix) and marketing strategies applied in practice. The course contains basic terminology of marketing, its anchoring in economic sciences with theoretical aspects of marketing analysis, planning, implementation and control. Attention is also paid to SWOT analysis and marketing mix as a marketing tool with the characteristics of its individual elements (5P). The outcome of the course are marketing strategies with practical examples.

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.

The subject of project management deals with project management both from the point of view of the implementation of project management in companies and the way of managing specific projects. The aim of the course is to acquaint students with the problem of solving changes and deviations of the project and management, as well as optimization of risk management in order to acquire the basic skills of project manager and team leader.

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.

The aim of the course marketing strategy is to gain a strategic view of marketing, to 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 of working with individual components of marketing. Students will get acquainted with strategic marketing management, strategic analysis, learn to formulate strategic recommendations, understand the difference between product and customer-oriented marketing.

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 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 and marketing approaches to adapt the marketing mix.