Course term:
Available seats:
Price:
Category:
Status:
Deadline:
20. 07. – 31. 07.
0
950 €
Bussiness & Marketing
Closed
20.07.2026
Course term: 20. 07. – 31. 07.
Available seats: 0
Price: 950 €
Category: Bussiness & Marketing
Status: Closed
Deadline: 20.07.2026
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
Thom Gadeyne
One of the best experiences I've ever had!
Sherilyn Lo Tam Loi
My time at the ESS has been an amazing experience. The Advertising and PR course was both educational and fun. I thoroughly enjoyed exploring Prague on my own and during the fun activities planned by the organization. I met a lot of really nice people and would definitely recommend ESS to everyone looking for a great time.
Hithem Juaid
The ESS 2019 in Prague was a great opportunity for me to meet and make a lot friends from all over the world. I had a professional workshop, great lectures in morning and an enjoyable activities in evening.
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!
