Digital Marketing and Communication

 

We will train you to be managers who will master the environment of online media and be able to take their opportunities in commercial communication. Thanks to the patronage of „Asociace komunikačních agentur“ (Association of Communication Agencies), you can closely monitor the operation of top advertising companies and continuously verify the theoretical knowledge and skills acquired in practice.

Full-time Professional Bachelor’s Program:

Creative Marketing and Communication Program (Program Code: B0414P180001)

In the study specialization of Digital Marketing and Communication, you will get an overview of web technologies and digital advertising formats. You will learn how to use online advertising networks and analyze user behavior on websites. You will have a constant general knowledge of current trends in social media, from which the brand building is derived. You will learn everything you need to know about mobile marketing and experimental technologies such as virtual and augmented reality or artificial intelligence. Basic orientation in the social science disciplines and mastery of communication tools will give you confidence in any creative and managerial profession, because in the field of creative industry, it is already a must today. Extended lectures of English language will ensure your placement in multinational companies.

The right online manager must know both the technological side of the use of individual online platforms and be able to approach the solution of various situations in a creative way. That is why this specialization combines both of these levels.

Control of marketing tools

During the study, great emphasis is placed on mastering marketing tools in the context of commercial communication. Students will first get familiarized with the principles of operation of small and large companies, get acquainted with the various areas of the creative industry, complete an introduction to online marketing and brand theory. Within the sociological, psychological and historical disciplines, students will consolidate their existing knowledge and learn to develop and use it in media and advertising. Right from the first year, they will start strengthening their communication and presentation skills. In the workshop of creative thinking, they will learn to perceive seemingly isolated phenomena in context, look at problems from different angles, generate and develop ideas and express their thoughts, reveal manipulations, but also use manipulative techniques.

Basics of brand management

Students will gain knowledge of social networks (Facebook, YouTube, Snapchat, etc.) and their use in performance advertising and brand building. They will advance to online marketing and get acquainted with tools for market research and consumer behavior. They will be introduced to the basics of brand management. In a four-hour, hands-on course, they will try out how to create content for digital media. Students will continue to create practical content for digital media and further develop their knowledge of the social networking environment; practise basics of coding. They will become acquainted with the rules of customer care in a digital environment (from the optimization of branded and commercial mobile applications through e-mail marketing, customer databases and information systems), with the specifics of advertising systems of individual platforms. In addition to working on the bachelor’s thesis, they will prepare their portfolio and startup. In the third year, active cooperation with a selected sector of the creative industry is expected.

On-line application

Graduate employability

  • Social media manager
  • Digital nomad
  • Online specialist
  • Digital strategist
  • Digital media planner
  • Digital creative
  • Digital designer
  • UX designer

 

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