Advertising and PR

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.

Acquired skills

  • 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

General information

Course term: 122.07. - 02.08.

Available seats: 1

Price: 950 €

Category: Bussiness & Marketing

Status: Few places left

Deadline: 30.06.2024


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.


  • Day 1Introduction, expectations, rules. Role of the Marketing Director
  • Day 2Guerrilla Marketing, Viral Marketing
  • Day 3People and leadership skills, Intercultural Mkt/Management
  • Day 4Legacy Media: Print publishing overview, Broadcast media overview.
  • Day 5New Business Models in Journalism
  • Day 6Advertising and Media-buying
  • Day 7Advertising Sales and Media Planning
  • Day 8Disruptive Technology and Media Business Models: The role of advertising
  • Day 9Social Media Marketing, Content Marketing
  • Day 10Mobile Advertising

Course is running: Monday - Friday, 9:00 - 14:00

Download Syllabus


Lecturer William Pattison avatar

William Pattison


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 outline

Course Gallery


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.


  • attendance in class 15%
  • team assignment 40%
  • individual assignment 35%
  • exam 10% (optional, if required by home University)

Course time total 125 hours

  1. Course runs 2 weeks Monday to Friday 9:00-14:00
  2. Total time of in-class work = 50hours
  3. Preliminary assignment = 10hours
  4. Preparation = 65hours


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 2024 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

Terms and Conditions - Cancellation fees

Costs of living in Prague


For accommodation options, please visit the dedicated page

*Program/Course Outline is subject to change.


  • B1 CEF absolute minimum, B2 and above strongly recommended
  • A laptop will be needed
  • Basic knowledge of Marketing recommended


"The European Summer School in Prague was a great expierience! I can really recommend it to everyone! ??"