| Course Unit Code | 116-0336/04 |
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| Number of ECTS Credits Allocated | 6 ECTS credits |
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| Type of Course Unit * | Choice-compulsory type B |
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| Level of Course Unit * | Second Cycle |
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| Year of Study * | Second Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| SVA213 | Ing. Bc. Lenka Švajdová, Ph.D. |
| Summary |
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| Students undertake internships in a selected company, institution or agency abroad. The aim of the internship is to develop students' skills in activities related to the studied specialization, prepare them for future employment or business activity and improve their communication in a foreign language. Before commencing the practice, the student prepares a practice plan in a pre-prepared form, which contains the place of practice, the aim of the practice, the content of the practice including the expected activities, the time organization of the practice and the contact person of the practice client. This plan is then approved by the course guarantor. For a period of one to three months, the student learns about the operation of the department / agency and the activities and work of individual employees. Under the guidance of a mentor, he processes data and provided information, participates in marketing (business) activities related to the operation of the company/agency and participates in the organization of events. After completing the internship, the student submits a final report in which he summarizes the results of his / her activities achieved during the internship abroad. |
| Learning Outcomes of the Course Unit |
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1. Selection of a company/institution/agency abroad
2. Contact with the company/institution/agency
3. Securing financing of study periods abroad
4. Drawing up a practice plan
5. Approval of the practice plan by the guarantor of the subject
6. Implementation of practice
7. Preparation of the final practice report
8. Approval of the final report by the course guarantor
9. Credit
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| Course Contents |
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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. |
| Recommended or Required Reading |
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| Required Reading: |
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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. |
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.
PŘIKRYLOVÁ Jana et al. Moderní marketingová komunikace. 2 zcela přep. vyd. Praha: Grada, 2019. 344 s. ISBN 978-80-271-0787-2. |
| Recommended Reading: |
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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. |
BUREŠOVÁ Jitka. Online marketing: Od webových stránek k sociálním sítím. Praha: Grada, 2022. 288 s. ISBN 978-80-271-1680-5.
MALHOTRA, Naresh K. Marketing Research: An Applied Orientation. 7th ed. Harlow: Pearson, 2019. 888 p. ISBN 978-1292265636.
TAHAL, Radek et al. Marketingový výzkum. 2 vyd. Praha: Grada, 2022. 296 s. ISBN 978-80-271-3535-6. |
| Planned learning activities and teaching methods |
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| Terrain work |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit | Credit | | |