One of the crucial components of success when running a business is effective marketing. Do you want to learn more about it? No problem! Join this course and learn how to research markets, gather information from customers and how to understand their behavior, and most importantly how to develop and execute viable marketing strategy. A substantial part of the course is focused on creating your own marketing plan for actual business use.
Category: 2 31. 7. – 11. 8. O Online Marketing and Business Development
European Summer Shool - Teaser
Mrs. Pritchett is a highly experienced teacher and marketing manager. During her business career she worked for several international companies in both middle and top management positions. Eventually, she moved into the educational sector, having taught at different universities in Canada, Great Britain, and the Czech Republic, she was also responsible for introducing new courses and improving the quality of education. Download tutor's CV in PDF Linkedin profile
One of the crucial components of success when running a business is good marketing. Want to get it right? No problem. Join this course and you will learn how to research markets, gather information from customers and how to understand their behaviour. Later on you can try to develop a marketing strategy.Part of the course is focused on creating own marketing plan for actual business use.
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.
Andrea, Slovakia - Fundamentals of Marketing
„Besides lot of information in Marketing which helped me to improve my marketing skills, I met lot of nice and lovely people around whole world. Cultural mix in Summer School was amazing it was 30 nationalities there! I gained unforgettable experience during summer school in Split. It was lot of fun, many activities and city Split is wonderful! There was always what to do - morning swimming, exercise, learning, city exploring, sightseeing, barbecue, volleyball, and other activities :) Big thanks!“
The course takes students through the key aspects of marketing in order to equip them to work successfully in a marketing department. By the end of the course students should be able to:
understand what marketing is and where it fits with business strategy
understand the importance of gathering, analysing and mining market intelligence
be able to gather primary information using questionnaires
appreciate the importance of understanding buyer behaviour
understand the uses, advantages and disadvantages of off-line and on-line promotional techniques
develop marketing strategies
produce an integrated off- and on-line promotional strategy
write a marketing plan
be aware of ethical and legal issues in marketing
Students must have very good written and spoken English (B1-B2) For tasks to be performed in class a laptop is needed.
DAY 1 Principles of Marketing The marketing mix The marketing mix in the services sector Company strategy and marketing Principles of communications Types of markets Market segmentation Positioning The impact of the external and internal environment of the firm
DAY 2 Consumer behavior
DAY 3 Marketing research – Quantitative / qualitative, Primary / secondary, Questionnaires ,Focus groups Information systems – MI, CRM Workshop on questionnaires Ethics in market research
DAY 4 Brand Management & Global Branding
DAY 5 Pricing Ethics in pricing Distribution
DAYS 6 & 7 Promotional techniques – Advertising, Promo, PR, Packaging, POS, Sales & Personal selling Online marketing – Websites & blogs, Social media, Content marketing, ‘viral’ marketing, Video marketing Mobile marketing Latest trends – Experiential marketing, Flashmobs
DAYS 8 & 9 Ethics in promotional activities Developing a marketing strategy Choosing marketing techniques
DAY 10 Preparing a marketing plan Integrated Marketing Communications
“You apply for a course, in my case Online Marketing, and you get a lifetime experience. It´s not only the knowledge you gain, it´s the people your meet and the friends you make, the ambitious teachers and caring organizing team you get to know, it´s the spirit of an international summer school that makes these two weeks truly amazing.”
Andrea, Slovakia – Fundamentals of Marketing
“Besides lot of information in Marketing which helped me to improve my marketing skills, I met lot of nice and lovely people around whole world. Cultural mix in Summer School was amazing it was 30 nationalities there! I gained unforgettable experience during summer school in Split. It was lot of fun, many activities and city Split is wonderful! There was always what to do – morning swimming, exercise, learning, city exploring, sightseeing, barbecue, volleyball, and other activities 🙂 Big thanks!”
Marine, Armenia – Personal and Professional Development
“ESS brings together people not afraid of engaging in something completely different from what they’re used to doing back home. It’s a great way to meet and interact with young people representing different cultures and as such – a definite opportunity to spend quite possibly the best couple of weeks in your life if you’re curious, enthusiastic and open to new experiences. Also, Prague is absolutely amazing!”