Marketing Communication (Master’s)

The teaching of students in the marketing communication study program in the second master's degree focuses on the development and deepening of independent professional thinking in the intentions of key areas of the study field media and communication studies as a follow-up to the bachelor's degree.

The graduate will deepen his/her knowledge of the latest findings, hypotheses, concepts, problems and unresolved questions in the field of media and communication studies with a special focus on marketing communication. He can creatively solve problems, tasks and tasks independently and in a team, and with the help of practical skills, he can solve the problem comprehensively in a wider context. He can also develop his knowledge in various creative processes and apply them within specific assignments. If necessary, he can design, implement and correctly evaluate marketing research, which will provide him with valid and relevant information for further work.

In the scope of acquiring theoretical knowledge, the interdisciplinary nature of the field of study is emphasized, as well as specialization in selected problems of broad-spectrum marketing practice. Extended and deepened knowledge in the field of marketing communication strategies, marketing and project management, international marketing and marketing communication, corporate identity creation, brand building and management, human resource management and personnel marketing, online marketing, innovations in marketing communication and business law are applied. The graduate is familiar with marketing procedures and processes, knows basic and advanced metrics and knows how to choose and use them correctly.

Depending on the chosen orientation of the student on the subject matter, during the master's degree, thanks to the spectrum of mandatory optional and optional subjects, he can specialize in selected areas of marketing communication such as advertising, public relations, sales support, direct marketing, CRM, social media marketing. He will gain practical experience from the complex preparation and implementation of marketing communication strategies and advertising campaigns. He will master modern information technologies and their use in creating a media campaign and communication strategy.

A graduate of the master's degree in the marketing communication study program will be employed in managerial and strategic positions in the field of marketing communication, both on the side of clients and brands, and on the side of the agency (advertising agency, PR agency, media agency, digital agency).

a) Theoretical knowledge

In the scope of acquiring theoretical knowledge, the interdisciplinary nature of the field of study is emphasized, as well as specialization in selected problems of broad-spectrum marketing practice. A graduate of the master's degree in the marketing communication study program can apply extended and in-depth knowledge in the field of marketing communication strategies, marketing and project management, international marketing and marketing communication, creating a corporate identity, building and managing a brand, managing human resources and personnel marketing, online marketing , innovations in marketing communication and business law. The graduate is familiar with procedures and processes in marketing and marketing communication, knows basic and advanced metrics and knows how to choose and use them correctly. He can analyze and evaluate problems in marketing companies, departments in the commercial and non-commercial sphere and propose complex marketing and communication strategies and solutions. As part of the compulsory optional subjects, one can specialize in selected areas of marketing communication: advertising creation, public relations, sales support, direct marketing, CRM, social media marketing, crisis communication.

b) Practical abilities and skills

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

• uses advanced methods and procedures for creating text and multimedia marketing communications
• handles managerial and practical work in various positions in the field of preparation and production
• handles managerial and practical work in various positions in the field of preparation, production, interpretation, post-production and distribution of marketing contents and products
• can comprehensively carry out marketing communication research and has the ability to apply acquired knowledge and findings to solve problems in marketing practice
• can plan and implement projects resulting from everyday marketing practice; is able to clearly and factually formulate the problem and the task leading to its solution
• is oriented in the issue of international cooperation in the field of marketing communication and knows how to apply for domestic and foreign grants
• can think critically, look at things from different angles and see them in a wider context
• can create different problem solving strategies, critically assess them and select the most promising ones for the given situation that will lead to solving the problem
• can think strategically, is able to create medium- and long-term plans reflecting the requirements of marketing practice
• he orients himself in economic and business processes and is able to use the mechanisms of obtaining funds from several sources
• can manage the company's marketing and communication activities across the entire spectrum of communication channels and environments
• has skills in digital marketing and online communication with a focus on email marketing, social media marketing, mobile marketing and web analytics, SEO and PPC marketing
• can communicate professionally with professionals from the industry and is an equal partner in communication with the professional public as well as economically and economically oriented media.

 

c) Additional knowledge, abilities and skills

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

• able to work effectively as an individual, as a team member and as a team leader, institution
• observes the ethical principles of the profession and participates in their creation and improvement
• keeps in touch with the latest knowledge and development trends in the field and organizes his own professional growth
• can find solutions to problems in creative ways and verify their effectiveness
• has developed soft skills (time management, creativity, teamwork, proactive approach, etc.).

• marketing manager
• marketing analyst
• brand manager
• communication strategist
• advertising agency worker
• account manager
• advertising strategist
• PR manager
• specialist in crisis communication
• manager of media institutions
• specialist in digital marketing and digital communication
• PPC specialist
• SEO specialist
• performance marketing specialist
• e-commerce specialist
• product manager
• media planner
• digital strategist
• CX specialist (expert in building relationships with customers)
• CRM manager

Admission conditions for FULL-TIME and PART-TIME forms of study.