B.A. in Business Administration: Marketing and Digital Communications
Prague, Czech Republic
BA
DURATION
3 years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
Mar 2027
TUITION FEES
USD 36,679 *
STUDY FORMAT
On-Campus
* for non-EU | EU fee: 31,781 USD
Key Summary
About: The BA in Business Administration (Marketing and Digital Communications) provides grounding in business principles, marketing strategy and digital communication techniques. The programme blends core business courses with specialised marketing and digital communications modules to prepare students for roles in advertising, public relations, digital and social media marketing and brand management. Anglo-American University has 30+ years of experience and teaches in Prague's Thurn-Taxis Palace; classes average 15 students.
Career Outcomes: Graduates can work as marketing coordinator, digital marketing specialist, brand manager, social media manager, public relations specialist, market research analyst, content manager, senior marketing strategist, event manager, advertising account executive.
The Bachelor of Arts (BA) in Business Administration with a concentration in Marketing and Digital Communications is designed to provide students with a comprehensive understanding of business principles, marketing strategies, and digital communication techniques in today’s rapidly evolving marketplace.
The program integrates foundational business knowledge and skills with specialized coursework in marketing and digital communication to prepare students for careers in various industries, including advertising, public relations, digital marketing, social media marketing, and brand management.
Business Administration: Marketing and Digital Communications is a 3-year study program. To graduate, students must accumulate 90 US credits (180 ECTS credits) by completing 30 courses.
General Education Module
- Composition I
- Composition II
- Introduction to Economics
- Introduction to Law
- Computer Information System
One course from the following:
- Introduction to Politics
- Introduction to Sociology
- Introduction to Psychology
One course from the following:
- World History I
- World History II
- European History I
- European History II
- Survey of Western Art
Major Module
- Business Mathematics I
- Introduction to Management
- Introduction to Marketing
- Business Statistics
- Financial Accounting
- Finance for Non-Financial Managers
- Corporate Finance
- Digital Skills & AI for Business
- Advanced Communication and Presentation Skills for Global Managers
- Ethical Decision-Making
- Professional Internship
- Thesis Seminar I: Business Research Methods
- Thesis Seminar II: Strategic Planning
On top of that students are also required to complete the Thesis module.
Concentration Module
- Marketing Communications
- Digital & Social Media Marketing
- Brand Management
- Buyer Behavior
- Strategic Marketing Analysis & Planning
Two courses from the following:
- Digital Tools for New Media
- Public Relations
- International Marketing
- Pricing Strategies
- B2B Marketing
Note: Approx. 12–15 students need to be enrolled in order to run a concentration module.
Open Electives Module
Three elective courses offered by any school at AAU.
Upon completion of the Marketing and Digital Communications program, students can expect to:
- Demonstrate a thorough understanding of fundamental business concepts, including management, economics, finance and accounting.
- Apply marketing principles and theories to develop effective marketing strategies and campaigns tailored to target audiences.
- Utilize digital communication tools and platforms effectively to engage with consumers, promote brands, and drive business objectives.
- Analyze market trends, consumer behavior, and competitive landscapes to make informed marketing decisions.
- Analyze the financial implications of marketing activities to ensure that customer value is delivered at the lowest possible cost
- Develop critical thinking and problem-solving skills to address challenges in marketing and digital communications.
- Communicate effectively both orally and in writing, including the ability to create persuasive marketing materials and presentations.
- Recognize cultural, sociological, economic, and political concepts where they interact with strategic and intercultural communications.
- Collaborate with team members and stakeholders to execute marketing initiatives and achieve organizational goals.
- Understand ethical and legal considerations in marketing and digital communications and adhere to industry standards and regulations.
For Perspective Students
- First-Year Honors Scholarship
- Bilateral Recognition Scholarship
- External Distinction MA Scholarship
- Alumni Scholarship
For Current Students
- Merit-Based Scholarship
- Accommodation Scholarship
- Lennon Wall Journalism Scholarship
- Art Studio Exhibition Scholarship
- Curatorial Final Exhibition Project Scholarship
- Social Scholarship
- Entrepreneurship Competition Scholarship
- Community Engagement Scholarship
- Emergency Student Fund
- President's Scholarship
- Bring a Friend Referral Program
Graduates of the Marketing and Digital Communications program are well-prepared for a variety of roles in the business world. Some potential career paths include:
- Marketing coordinator/assistant
- Digital marketing specialist
- Brand manager
- Social media manager
- Public relations specialist/manager
- Market research analyst
- Content marketing manager
- Marketing strategy manager
- Marketing executive
- Event manager
- Advertising account executive/manager
Overall, graduates of this program possess a versatile skill set that equips them to thrive in dynamic and competitive business environments, where marketing and digital communication play integral roles in achieving organizational success.