Course term:
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Deadline:
Course term: 20. 07. – 31. 07.
Available seats: 0
Price: 950 €
Category: Bussiness & Marketing
Status: Closed
Deadline: 31.07.2026
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.
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.
Introduction, expectations, rules. Role of the Marketing Director
Guerrilla Marketing, Viral Marketing
People and leadership skills, Intercultural Mkt/Management
Legacy Media: Print publishing overview, Broadcast media overview.
New Business Models in Journalism
Advertising and Media-buying
Advertising Sales and Media Planning
Disruptive Technology and Media Business Models: The role of advertising
Social Media Marketing, Content Marketing
Mobile Advertising
University of New York in Prague
Senior lecturer at UNYP and owner of Shogun Marketing
Dr. Pattison runs a European marketing agency specializing in digital promotions & events. He is also the Marketing Communications Director for the European Digital Marketing & Local Search Association. Previous to this he worked for large global corporations in senior leadership positions. These companies include 3M, Eli Lilly and The University of New York. Dr. Pattison has taught for such universities as Charles University, LaSalle University, Pittsburgh University, University of New York Tirana, University of New York Belgrade and the University of New York Prague. Mr. Pattison has been teaching for European Summer School since 2015.
Course fee includes the course itself, application fee, study materials, afternoon/evening social activities and events, welcome and goodbye drink as part of the graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, public transportation ticket, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.
Please note, after the 30th of April 2026 there will be a late enrollment fee charged in the amount of 100EUR on top of the course fee.
Feel free to contact our coordinator:
Andrea Josífková
Coordinator
+420 777 879 192
info@europeansummerschool.com
Felix Sasse
The European Summer School in Prague was a great experience. Nice staff, nice lecturers, interesting topics, harmonic student groups with people from different countries and cultures and awesome leisure activities with the best organizers you can have ;) Thank you for the great memories!
Varuna
I had the most creative and eye-catching opening summer this year at ESS where the classes were a perfect mix of understand brand building, concepts innovation in a setting that was relaxed and energising at the same time. The ESS crew was incredibly fun and friendly making the process of exploring culture and activities are Prague an englightening experience.
Max Strasser
Really cool experience. Visited two SummerSchools this summer and this one was by far the better one. Beside some really cool courses the two weeks are filled with leisure activities, which ensure that there is no stodgy minute. You get some views of prag, that a normal tourist wouldn't get so fast. Furthermore, you will meet new people from all over the world, which will make it an unforgettable trip for you. 10/10 ??
Diana
Have you always wanted to study abroad, but couldn't find the time nor resources for it? Then I think ESS is the perfect solution! In this two week program, I learned so much about myself, life, and Praha. Due to the well-structured program and communication with the activity leaders, you will have the feeling that you are on a holiday with friends whilst also being educated in things you are actually interested in. It was especially nice that you could take some time for yourself if you feel like it, although there is the possibility to participate the everyday activities. This overall experience has gotten a special place in my heart and I surely would recommend everyone (no matter what age or background) to attend such a summer course. Embrace life, educate yourself, and have an open mind!
