Study Guide

Objectives

The aim of the course is to focus on target group thinking and to learn how to use marketing and communication tools accordingly.

After completing the course, the student will
- know the basic concepts of marketing and communication.
- know how communication and marketing are carried out and measured.
- communicate appropriately in different business situations.

Content

What is the role of marketing and what are its key activities in business?
Why is communication important in organisations?
How to present and communicate professionally in different situations?

Assessment criteria, satisfactory (1-2)

The student will recognize the basic principles of marketing and communication. They can cope with the most important professional writing and presentation situations. The student will participate in the production of work in the learning environment chosen for its implementation.

Assessment criteria, good (3-4)

The student will articulate the basic principles of marketing and communication. They will understand them in the context of the company's competitive environment. They will be able to cope with the most important professional writing and presentation situations. The student will be active in the learning environment chosen for the implementation.

Assessment criteria, excellent (5)

The student will be able to analyze different ways of implementing marketing and communication. They will be able to plan and implement professional communication and marketing activities according to the target audience. The student will be committed to taking responsibility for the work in the learning environment chosen for the implementation.