Faculty of Management Summer Course 2024

Topic: MODERN MARKETING – NEW TRENDS AND IT TOOLS

• Holistic marketing. Socially responsible marketing. "Permission" marketing and CEM.

• New technologies and their impact on partial marketing strategies. Marketing mix from an organization perspective and from a customer perspective. Extended marketing mix - elected trends in product, distribution, pricing and communication policy with practical examples focused on new technologies – virtual reality, augmented reality, AI, etc.

• Importance of information and marketing research in marketing management. Market segmentation. One-to-one marketing. Sources of information, new techniques and tools of marketing research, big data, data mining, database marketing. Market segmentation. 

• Changes in customer buying behaviour. Building and managing customer relationships – impact on CRM. Current approaches to market positioning and brand building, and brand management. Behaviour of selected market segments. Loyalty programs - Rewarding customers – How does it work?

• Marketing campaigns from point of view of project manager. Marketing project management. Cloud marketing.

• Digital marketing and new technologies. Self-marketing, positioning and self-branding. Marketing of popular people. Personal vision of the entrepreneur in relation to the business and marketing plan. Celebrity and influencer marketing.

• Social media and marketing. Social media threats. Specifics of marketing on selected social networks. Internet marketing. Ambush marketing. Ambient media and marketing.

• Business and marketing in the online environment. Specifics of online environment, e-commerce, e-business and online marketing. Selected analytical tools. Mobile marketing and m-commerce. Selected tools of proximity marketing. Characteristics of mobile marketing, its goals and types of campaigns. Mobile apps.

• Product placement. Types of product placement, legislation and ethical self-regulation, new possibilities of using product placement after digital transformation.

Course format: Blended intensive program

Blended intensive program (1.7.-5.7.2024 in Bratislava, 8.7.-12.7.2024 online

•    At least 3 higher educations institutions (HEI) from 3 Erasmus+ universities need to participate and an inter-institutional agreement is needed before the mobilities are realized.

•    Faculty of Management, Comenius University is the coordinating and receiving partner, other institutions are sending institutions.

•    The physical activity will take place in Bratislava, 1.7.-5.7.2024, followed by the virtual part 8.7.-12.7.2024.

•    We are planning to welcome 20 students from the Erasmus+ countries from at least 2 Erasmus+ universities. The mobility for those students will be organized as student BIP mobility within the Erasmus+ framework.

•    Other partnering universities are welcome to nominate their students directly to lucia.vilcekova@fm.uniba.sk.

•    The extent of the course is 5 ECTS which will be recognized by the sending institution based on students learning agreement. 

Tuition fee: FREE

•    The course is open and free of charge for all students.

•    Applications for blended mobility funding are submitted via the home institution’s International Office after we send the students the confirmation of their application.

•    Students from other countries need to cover their travel, visa, accommodation, and other related costs

Application deadline: 31. 5. 2024

sign up via email: farska8uniba.sk, send an email with your faculty and university name and your express of interest in participating 

Erasmus+ network students must be nominated by their Erasmus+ coordinators after we confirm your interest.  

Students from other universities can apply via email lucia.vilcekovafm.uniba.sk 

Application

Application deadline: 31. 5. 2024.

Sign up via email: farska8uniba.sk, send an email with your faculty and university name and your express of interest in participating 

Erasmus+ network students must be nominated by their Erasmus+ coordinators after we confirm your interest.  

Students from other universities can apply via email lucia.vilcekovafm.uniba.sk