Marketing Communication (Bachelor’s)

Teaching students in the marketing communication study program in the first bachelor's degree focuses on the acquisition and development of independent professional thinking in the key areas of the media and communication studies field of study, which serve as a basis for mastering theoretical and practical knowledge and skills. The graduate will gain an overview of the latest knowledge, hypotheses, concepts, problems and unresolved questions in the field of media and communication studies with a special focus on marketing communication. On the basis of analysis, he can formulate a problem and, with the help of practical skills, he looks for a way to solve it. He masters a simple form of research in the field of marketing communication. He applies the acquired knowledge, methods, methodological and creative skills in the process of creating a bachelor's thesis and related analysis, research and solutions.

The graduate will acquire a wide range of theoretical knowledge in the field of marketing theory, marketing analysis and strategies, marketing communication, digital marketing and digital marketing communication, consumer behavior, media marketing, marketing research, as well as other supporting areas of marketing communication, but also master the basics of associated scientific disciplines, such as economics, law, psychology, ethics, management, mass communication, or language culture. During the course of study, thanks to the range of mandatory optional and optional subjects that are practically oriented, the student will acquire practical skills and abilities that will enable him to actively and creatively enter various media and marketing systems at lower and middle management levels, or in independent business. He will gain practical experience in the preparation and implementation of promotional materials and communications.

A graduate of the bachelor's degree marketing communication study program will be employed as an executive in the field of marketing communication: in the commercial field, in social and social marketing, in national and global advertising, media and PR agencies, in public, state and political institutions, in marketing departments of production and trading companies, in services, as well as in non-profit organizations.

 

a) Theoretical knowledge

A graduate of the bachelor's degree in the marketing communication study program can use the information obtained from theoretically oriented subjects to analyze phenomena, generalize knowledge and demonstrate relevant knowledge of the theory of marketing and marketing communication (advertising, sales support, personal selling, public relations, direct marketing, event marketing , sponsoring), digital communication and communication on social media, consumer behavior, economy and business, management, history of advertising and its socio-cultural aspects in the system of compulsory and compulsory optional subjects. He gets an overview of the basics of constitutional, copyright and media law, which he can apply to the field of media and marketing communication. He can communicate in foreign languages ​​and has mastered the basics of language culture. Based on the theoretical knowledge of media and marketing communication and all its research areas, he can analyze and synthesize problems in marketing companies, departments in the commercial and non-commercial sphere, assess the psychological and cultural aspects of the market and the consumer, and collaborate in solving them.

 

b) Practical abilities and skills

Graduate of the bachelor's degree of the marketing communication study program:

• manages work in various positions in the field of preparation, production, post-production and distribution of marketing communications, media contents and products
• master the basics of creating photographic outputs
• he knows the basic principles of graphic design and is practically familiar with most available graphic tools or professional software
• can work with resources, stock photos, typography, color palettes, ready-made graphic effects or the correct use of mockups
• master the basic principles of audiovisual creation and selected multimedia procedures and can create audiovisual and multimedia genres and communications on various platforms that reflect the needs of marketing practice,
• acquires the language and style necessary for the work of a copywriter or PR manager
• can interpret and creatively present multimedia and marketing
• can interpret and creatively present multimedia and marketing content
• master the methods and procedures associated with media planning, selection of suitable media and their use for marketing communication
• masters work in current marketing and communication systems and platforms in thematic areas of e-mail marketing, web marketing, social network marketing, content marketing, mobile marketing
  knows the possibilities and principles of communication on social media,
• can plan and organize a small or medium-sized event
• master basic and selected advanced data analysis and visualization functions

 

c) Complementary knowledge, abilities and skills

Graduate of the bachelor's degree of the marketing communication study program:

• has adaptability skills to any current digital marketing system and platform
• can work effectively as an organizer or team member,
• has developed organizational skills and time management
• can search for solutions to problems in creative ways, can apply current legal and ethical standards.

• marketing specialist
• communication specialist
• marketing analysis specialist
• marketing manager of a small business or non-profit organization
• online marketer
• social media specialist
• copywriter
• digital content producer
• PR specialist
• event manager
• media agency worker (media buyer = media representative = media representative)
• advertising agency worker (account executive, traffic manager)
• web editor

Admission conditions for DAILY and EXTERNAL forms of study.