Advertising and PR

1Course Date: 16.7. - 27.7.

As the globalized world shifts towards further digitalization and the generation of ‘’millennials’’ becomes more economically active, the marketing methods have to change as well. In this course, you will learn everything about modern trends in marketing, and how to utilize them to your benefit. You can look forward to gain insight into such marketing tools as quality content marketing, youtubering, peer influencing, viral and guerilla marketing, and many more.

Course Fee: 650€

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Category: O Online Marketing and Business Development

Course description


William Pattison

University of New York in Prague lecturer

Profile Picture William Pattison

Mr Pattison is an excelent proffesional and academician with experience from both the USA and many European countries. He is running his own consultancy and marketing company, and he used to work for the company giant 3M. In almost 8 years of his lecturer career he was responsible for Corporate Programs at the University of New York in Prague, Tirana and Belgrade, and tought as well at the LaSalle and Pittsburgh Universities in the USA.
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This course will provide students with a broad understanding of the business economics underlying the rapidly changing media business and also a more focused understanding of how to apply marketing principles and concepts to media as a product to be sold and marketed to consumers and to other businesses. Students will learn how media is measured and how to use media and market research as a marketing tool for advertising sales and audience development. They will be able to develop an integrated marketing plan using a wide variety of media that will take a comprehensive approach to a marketing challenge. Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print and Radio is declining, but they remain an essential part of integrated campaigns for many businesses.

Schedule: Monday - Friday, 9:00 - 14:00

Credits: You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.

Price: Course fee includes the application fee, study materials and afternoon / evening social activities and events, welcome and goodbye drink. Other expenses, such as transportation, meals, accommodation, insurance, personal expenses, extra activities (such as trips outside town, entrance fees, some of the sport activities and rentals), and required equipment (i.e. personal laptop) are not included in the price.

Accommodation: For accommodation options, please visit the dedicated page here.


Meet the lecturer - watch 2018 Webinar 2


After completion of the course, the student should be able to:

  • Understand the principles behind guerrilla and viral marketing
  • Have a basic understanding of creative thinking, people skills and intercultural management
  • Develop a marketing strategy/plan
  • Social Media Marketing
  • Content Marketing, Google and Advertising
  • B1 CEF absolute minimum, B2 and above strongly recommended
  • A laptop will be needed
  • Basic knowledge of Marketing recommended
Course outline

You can look forward to meeting and discuss the course topics with several guest speakers such as a CEO of Mediatel, Head of Marketing for Havas and social media manager.

Day 1 - 3
Topic Description
Welcome Introduction, expectations, rules
Role of the Marketing Director Marketing & Management, role, accountabilities. SWOT
Guerrilla Marketing Introduction, background, legal activities. Campaigns.
Viral Marketing Using internet video and the power of word of mouth.
People and leadership skills Basic theories, needs due to special role in organisation
Intercultural Mkt/Management Why, how

Day 4 - 6
Topic Description
Legacy Media: Print publishing overview newspapers, magazines, discussion of media business models, trends
Legacy Media: Broadcast media overview Radio, TV, cable, business models, trends
New Business Models in Journalism Advertising, marketing strategy, media Business
Advertising and Media-buying RFP (request for proposal process)
ROI – return on investment
media accountability

Day 7-10
Topic Description
Advertising Sales and Media Planning The role of Market Research, Responding to a “Request for Proposal”
Disruptive Technology and Media Business Models: The role of advertising Google, Facebook, Youtubering etc.
Social Media Marketing, Content Marketing
Mobile Advertising

*Program/Course Outline is subject to change.

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