International Marketing Communications

Prague University of Economics and Business

Course Description

  • Course Name

    International Marketing Communications

  • Host University

    Prague University of Economics and Business

  • Location

    Prague, Czech Republic

  • Area of Study

    Communication Studies, International Communications, International Marketing, International Studies, Marketing, Mass Communications, Public Relations

  • 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

  • Contact Hours

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

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

    Course description:

    Course provides an integrated overview of different tools of marketing communications (advertising, public relations, sales promotion, personal selling). Course focuses on their functions, theoretical background and practical applications.


    Course methodology:

    Classes will involve lectures, group work, class discussions, case studies and guest lectures.


    Course work:

    • Final exam (40 % of the evaluation)
    • Team project (40 % of the evaluation)
      • Team project involves developing of a communication plan and its presentation. Project will be evaluated with respect to the following criteria: 1) realistic proposal 2) creativity 3) logical and consistent proposal 4) formal level of presentation
    • Attendance (20 % of the evaluation) is compulsory


    Course Content:

    Introduction to Marketing Communications

    • Communication process
      • Marketing communication process
      • One- step, two step and multiple step communication
      • International specifics of marketing communication
    • Communication mix
      • ATL and BTL communication
      • Factors influencing the decisions about the communication mix
    • Goals of marketing communication
    • Communication strategy
    • Marketing message
      • perception of the target group
      • motivation of the target group
      • creative strategies
    • Communication budget

    Consumer behavior

    • Consumer behavior and its impact on communication mix
      • decision making process
      • learn- feel- do model of decision making
      • AIDA model
      • Theories of social learning and classical conditioning
      • Practical implications


    • Theory and practice of advertising
      • advertising characteristics
      • functions of advertising (typical advertising campaigns)
      • creativity in advertising
      • advertising evaluation
      • mass media, including international specifics
      • ethics in advertising
      • new trends and new media in advertising
      • viral, guerilla and buzz marketing

    Direct Marketing and Online Communication

    • Theory and practice of direct marketing
      • direct marketing characteristics
      • measures used in direct marketing
      • functions of direct marketing (typical campaigns)
      • direct marketing media
      • how to write a direct mail
      • web site characteristics
      • ethics in direct marketing

    Public Relations

    • Theory and practice of public relations
      • public relations characteristics
      • functions of public relations (typical PR campaigns)
      • media relations
      • understanding media
      • how to write a press release
      • how to prepare a press conference
      • communication in crisis
      • communication with key opinion leaders
      • internal communication
      • ethics in public relations

    Sales Promotion

    • Theory and practice of sales promotion
      • sales promotion characteristics
      • functions of sales promotion (typical campaigns)
      • shopper marketing
      • in-store communication
      • experience marketing
      • trade fairs and exhibitions

    Personal Selling

    • Theory and practice of personal selling
      • personal selling characteristics
      • negotiation process

    Communication on B2B market

    • Theory and practice of communication on B2B market
      • specifics of B2B market
      • specific target groups for communication on B2B market
      • message strategy for B2B market
      • communication mix for B2B market
      • advertising on B2B market (goals, media)

    Communication Planning

    • The multi-step process of communication planning
      • situation analysis
      • communication objectives
      • communication strategy
      • developing a communication plan

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations


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