Marketing Communication and Digital Media

Teaching results

By completing the course, students gain knowledge about the importance of marketing communication as a tool of the marketing mix, about digital media, about models of marketing communication, about the subjects involved in the creation of the marketing mix. Studentsl get familiar with the components of the communication plan, communication, media and creative strategy and their application. They will gain knowledge about the various tools of the communication mix and their position in modern approaches to marketing communication. They will gain an overview of the media market, multimedia and types of media used in digital marketing. In the field of digital media, they will gain knowledge about audio and video formats used in digital marketing communication, their production dimensions and user interaction. They will also gain knowledge about Corporate Identity and its components.
Graduates of the course will be able to identify and analyze the conditions, relationships and processes related to marketing communication and the use of digital media. They will understand the importance of the communication mix. They will be able to prepare a media plan and a digital brief. They can process the basic elements of audio and video format, static graphics for digital marketing communication. They will be able to assess the suitability of the selection of marketing, communication, media, advertising agency and cooperation with them for the selected product and market. They understand new trends in marketing and marketing communication on the Internet and social networks.
Upon successful completion of the course, students will acquire competencies that will enable them to apply themselves in middle management positions in the areas of marketing and marketing communication, both commercial and manufacturing companies, or service companies. They will be able to work in junior positions in marketing, communication, media and advertising agencies They can solve problems of an operational nature in solving issues related to the creation of a communication mix and the setting of its individual elements.