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Curriculum

The disciplines of the master’s programme can be divided into three groups.

General disciplines, which form systematic interdisciplinary professional knowledge and skills in marketing communications:

  • Marketing management
  • Modern communication theories in marketing
  • Administration of advertising and marketing communications
  • Consumer behaviour
  • Brand management
  • Media economics and advertising business
  • Pricing in marketing communications
  • Methods of marketing research and data analysis
  • Research in marketing communications


In-depth disciplines related to various types of marketing communications:

  • Advertising strategies in brand communications
  • PR in the system of marketing communications
  • Sponsorship, product placement and event marketing
  • BTL: point-of-sale advertising and direct marketing
  • Online marketing communications (Internet media, e-commerce, mobile marketing)


Disciplines for mastering the methods and practical skills for work in various areas of communication business:

  • Account-management in marketing communications
  • Innovative methods of media planning
  • Legal regulation and intellectual property law in marketing communications