Advertising and PR Course
Prague, Czech Republic
Course
DURATION
10 days
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
STUDY FORMAT
On-Campus
Key Summary
As the globalized world shifts towards further digitalization and the generation of ‘’millennials’’ becomes more economically active, the marketing methods have to change as well. In this course, you will learn everything about modern trends in marketing, and how to utilize them to your benefit. You can look forward to gaining insight into such marketing tools as quality content marketing, YouTubers, peer influencing, viral and guerilla marketing, and many more.
Description
This course will provide students with a broad understanding of the business economics underlying the rapidly changing media business and also a more focused understanding of how to apply marketing principles and concepts to media as a product to be sold and marketed to consumers and to other businesses. Students will learn how media is measured and how to use media and market research as a marketing tool for advertising sales and audience development. They will be able to develop an integrated marketing plan using a wide variety of media that will take a comprehensive approach to a marketing challenge.
Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms, and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print, and Radio is declining, but they remain an essential part of integrated campaigns for many businesses.
You can look forward to meeting and discussing the course topics with several guest speakers such as the CEO of Mediatel, the Head of Marketing for Havas, and the social media manager.
Schedule: Monday - Friday, 9:00 - 14:00
Accommodation: For accommodation options, please visit the dedicated page.
Credits: You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however, please follow the instructions here and consult the acknowledgment process with your university in advance.
Course outline
- Day 1 Introduction, expectations, rules. Role of the Marketing Director
- Day 2 Guerrilla Marketing, Viral Marketing
- Day 3 People and leadership skills, Intercultural Mkt/Management
- Day 4 Legacy Media: Print publishing overview, Broadcast media overview.
- Day 5 New Business Models in Journalism
- Day 6 Advertising and Media-buying
- Day 7 Advertising Sales and Media Planning
- Day 8 Disruptive Technology and Media Business Models: The role of advertising
- Day 9 Social Media Marketing, Content Marketing
- Day 10 Mobile Advertising
*Program/Course Outline is subject to change.
Assessments
- attendance in class 15%
- team assignment 40%
- individual assignment 35%
- exam 10% (optional, if required by home University)
Course time totals 125 hours
- The course runs 2 weeks Monday to Friday 9:00-14:00
- Total time of in-class work = 50 hours
- Preliminary assignment = 10hours
- Preparation = 65hours
Skills
- Understand the principles behind guerrilla and viral marketing
- Have a basic understanding of creative thinking, people skills, and intercultural management
- Develop a marketing strategy/plan
- Social Media Marketing
- Content Marketing, Google, and Advertising
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