MSc Marketing and media

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 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 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 course is to provide students with a comprehensive view of the issue of advertising campaign planning with a precisely determined strategy. Students will be acquainted with individual media indicators, the nature and importance of the media in planning a media campaign and will learn to create a media strategy so that there is an effective use of all available resources, the right timing and budget execution. In the end, all these methods and acquired knowledge will be applied to practical examples with regard to the structure of media environment.