International Marketing Communications with the Emphasis on Central Europe

Prague University of Economics and Business

Course Description

  • Course Name

    International Marketing Communications with the Emphasis on Central Europe

  • Host University

    Prague University of Economics and Business

  • Location

    Prague, Czech Republic

  • Area of Study

    Communication Studies, International Business, International Communications, International Marketing, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    *Please note- this is a sample syllabus only. Specific course content and format may differ summer-to-summer.

    Aims of the course:

    Course provides an integrated overview of different forms of marketing communications (advertising, public relations, sales promotion, personal selling). Course focuses on their functions, theoretical background and practical applications and specifics of their use in the international environment with a focus on Central Europe.

    Learning outcomes and competences:

    After successfully finishing the course students shall be able to prepare a communication campaign, to identify the target groups for communication, prepare a strategy of the campaign and suggest a corresponding media mix. Students shall also understand the main specifics of emerging markets in Central Europe and the specifics of consumer behavior. The course provides students with basic knowledge necessary for a future work in communication, media and advertising agencies as well as in marketing departments of international companies.

    Course content:

    1. Introduction to Marketing Communications, International specifics of marketing communication

    2. Consumer behavior

    3. Advertising

    4. Direct Marketing and Online Communication

    5. Public Relations

    6. Sales Promotion

    7. Personal Selling

    8. Communication on B2B market

    9. Communication Strategy and Planning

    Grading scale:

    • 100 - 90 = A Excellent
    • 89 - 75 = B Very Good
    • 74 - 60 = C Good
    • 59 and less = F Failure

    Assessment methods (weight):

    • Active lecture/seminar/workshop participation - 30%
    • Written individual assignment - 40%
    • Final test - 30%
    • Total – maximum 100%

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