Marketing communication

Degree programme objectives

The professionally focused follow-up master's degree program Marketing Communication is designed as a logical and functional continuum of the bachelor's degree program Marketing Communication provided by AMBIS University, a.s., as well as identical or related degree programs provided by other universities. The need to create the degree program is based on the requirements of practice related to the need for competency restructuring of university graduates working in the field of marketing and media communication, especially with regard to emphasizing the interdisciplinarity of communication theory and practice and the digitalization of communication forms and content. The main objective of the study program is to equip graduates with a comprehensive set of professional knowledge, skills and competencies in the field of marketing and media communication so that they can appear on the labor market as distinct personalities arguing in favor of their own proposed solutions in the broad context of socio-economic contexts and trends, relying not only on the competency substrate acquired during the course of their studies, but also on a competency framework profiled in practice, the existence of which will depend on a set of general assumptions acquired during their studies. In addition to presenting the current state of knowledge in individual relevant areas that form the content of the subjects included in the study program's curriculum, the study program will emphasize presenting historical contexts and outlining future directions of development so that graduates are able to flexibly grow in competence and apply themselves across professions in which they will operate in the context of changes in the internal and external environment. Creativity and critical thinking in managerial decision-making will also be emphasized during the course of the study. Individual subjects are arranged in the curriculum from the theoretical base to the practically oriented, in order to maintain a balance between the areas of marketing and media communication and subjects dealing with these areas in their mutual context and in the context of creating prerequisites for future qualified performance of the profession in the field of marketing and media communication. Emphasis is placed on confronting theory with the application level, and therefore experts from practice are integrated into the teaching, either in the form of providing practical forms of teaching or through the institute of invited lectures. Students are prepared for a smooth transition to the labor market through the structure of the curriculum and the inclusion of the subjects Professional practice and Practical applications of communication campaigns in the last semester of study. The study program educates managers and specialists in the areas of internal and external communication, product communication and communication in the field of media and advertising. The acquired set of competencies can be fully utilized in the development of one's own business activities.