Marketing communication

The course focuses on tools and strategies of marketing communication in the context of today’s market. Students will acquire key principles of creating a communication mix, including the use of the AIDA model, and will understand the differences between ATL, BTL, and online communication. The teaching combines theoretical foundations with practical examples and enables students to analyze and design communication campaigns for various target groups.

The course covers topics such as event marketing, B2B communication, media relations, and the use of digital channels including social media. Practice-oriented seminars will allow students to prepare their own communication proposals (e.g., events or campaigns) and to actively work with specific communication formats. The course develops creativity, teamwork, and critical thinking skills in relation to the choice of communication tools for achieving defined objectives.