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Practical Placement Abroad

Type of study Bachelor
Language of instruction Czech
Code 116-0336/03
Abbreviation OPZ
Course title Practical Placement Abroad
Credits 6
Coordinating department Department of Marketing and Business
Course coordinator Ing. Bc. Lenka Švajdová, Ph.D.

Subject syllabus

The topic of the project could be:
- the design of a communication strategy;
- conducting survey;
- data analysis for a market research;
- brand building on Czech or foreign market;
- managing a CRM database;
- social media management;
- website analytics;
- PPC campaigns and SEO;
- event organization (trade fairs etc.);
- content creation for press or online media.

Literature

DE PELSMACKER, P., GEUENS, M. and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. New Jersey: Pearson Education, 2021. ISBN 978-1292327891.
KINGSNORTH, Simon. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 3rd ed. London: Kogan page, 2022. 416 p. ISBN 978-1398605978 .
KOTLER, Philip et al. Marketing Management. 4th European ed. Harlow: Pearson, 2019. 840 p. ISBN 9781292248448 .

Advised literature

BURNS, Alvin C. and Ronald F. BUSH. Marketing Research. 7th ed. Boston: Pearson, 2014. 487 p. ISBN 978-0-133-07467-3.
CHAFFEY, Dave. Digital Marketing: Strategy, Implementation and Practice. 7th ed. New York: Pearson Education, 2019. 545 p. ISBN 978-1-292-24157-9.
MALHOTRA, Naresh K. Marketing Research: An Applied Orientation. 7th ed. Harlow: Pearson, 2019. 888 p. ISBN 978-1292265636.


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