Masters in Marketing and Business

Semester 1

• Macroeconomics B
• Product Management
• Purchasing Management
• Statistics B
• Strategic Management

Semester 2

• Business Marketing
• Financial Management
• Foreign Trade Operations
• Marketing Research B
• Microeconomics B - Intermediate Microeconomics
• Special Seminar

Semester 3

• Business Diagnostics
• Business Strategy
• Digital Marketing
• Diploma Seminar A
• International Marketing
• Marketing Management

Semester 4

• Diploma Seminar B
• Diploma Work
• Economics of International Trade

Study aims

The Master’s program in Marketing and Business follows on from the bachelor’s program in Marketing, deepening students’ knowledge of issues which are necessary for actively influencing markets and the successful conducting of marketing and business campaigns. The Master's program aims to prepare qualified professionals who will be able to perform analytical and managerial functions in marketing and business at the top and middle levels of management and highly specialized activities within marketing agencies.

Graduate's knowledge

The philosophy of the degree curriculum is based on the potential future employment opportunities of graduates and focuses especially on developing professional knowledge of marketing management, business strategies, international marketing, business marketing, digital marketing, marketing research, product management, and foreign trade operations.

Graduate's skills

The content of the study is to acquire professional skills in the following areas:

• Creation of marketing strategy and marketing plan,
• Creation of business strategy and business plan
• Analysis of the marketing environment in domestic and international markets,
• Formulation of a strategy for entering foreign markets,
• Conducting operations on foreign markets,
• Application of marketing tools on business markets,
• Development and introduction of a new product into the market,
• Developing a brand strategy and brand success analysis,
• Creation and evaluation of campaigns in the online environment,
• Keyword analysis for SEO, content marketing, PPC
• Application of advanced statistical methods in marketing research,
• Using social media to build a competitive position.

Graduate's general competence

Graduates have knowledge of advanced economic theories (macroeconomics, microeconomics), expert knowledge in conducting marketing and business activities (market situation analysis, determining appropriate marketing and business strategy, application of marketing tools and business practices in various types of markets, including international markets), knowledge of more advanced statistical methods for data analysis, communication skills. They can solve practical marketing and business tasks and organize their solutions team. They can analyze a problem, apply suitable research methods, propose a solution, and present and discuss their solution. They can conduct oral and written communication in the Czech and English languages.

Graduate's employment

The study focuses on and profiles the employment of graduates in international manufacturing and trading companies, shopping centres, advertising, media or research agencies, public institutions and companies engaged in digital marketing and social media. Graduates of the Master’s program in Marketing and Business can perform the following typical positions:

• Manager in the marketing department of international companies
• Manager in the sales department of international companies
• Product (brand) manager
• Purchasing manager in a manufacturing or trading company
• Analyst in an advertising agency
• Analyst in a research agency
• Analyst in a media agency
• Buyers in a media agency
• Social media analyst
• Web analyst
• SEO Consultant
• PPC Specialist