Specialized block MBA
Master of Business Administration
MBA Marketing and Promotion Management
The second block of study is specialized block and consists of three educational modules, which the student completes within his specialization. The modules of the specialization take place within one course day. Students choose an exact date from a wide range directly in the student section.
List of Specialized Modules
Strategic Marketing
Marketing planning and marketing strategy development is a process in which all marketers, regardless of their specific position, participate to varying degrees. The Strategic Marketing module indicates the scope of knowledge that should be possessed primarily by the marketing manager/director or senior specialist – i.e. people who are responsible for the strategic management of the company’s marketing. The content of the module translates for students a systematic summary of all the activities that are usually part of marketing planning and the development of a marketing strategy.
PR Strategy and Current Trends
The module presents an overall view of the strategic concept and at the same time elaborates its individual phases in detail. It focuses primarily on the most common analytical approaches, and then details approaches to goals and target groups that are the basis for a successful strategic plan. The module also mentions the different tactical tools to be used in a comprehensive communication plan. It also focuses on the general level of evaluation both on the input and implementation side and on the output side, which the module sees as a basic level for the further development and updating of strategic plans.
Brand Management
This module focuses on the characteristics and classification of products and outlines possible product strategies. This section is followed by an explanation of concepts and strategies related to brand management. The aim of the Brand Management module is to introduce students to the basic concepts related to brand marketing. Students will be acquainted with concepts such as brand identity, brand image, brand elements (name, logo, symbol, packaging), which allow them to define a brand. It will also talk about brand value and how to achieve it.
