Practical Placement Abroad

Type of study	Follow-up Master
Language of instruction	English
Code	116-0536/01
Abbreviation	PPA
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 content of the project can be:
- draft communication strategy,
- development of a questionnaire survey,
- processing of market research data,
- brand building on foreign markets,
- database management for marketing communications,
- Social media management
- web analytics,
- PPC management and SEO optimization
- organization of events (promotions, fairs),
- creating content for web and print 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. .
KOTLER, Philip et al. Marketing Management. 4th European ed. Harlow: Pearson, 2019. 840 p. .

Advised literature

HOOLEY, Graham. et al. Marketing Strategy and Competitive Positioning. 7th ed. London: Pearson Education, 2020. 616 p. .
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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