Basics of marketing and public relations
ECTS: 5
Year/Semester: 1 . years, 2 . semester
Total hours: 60
Lecturers
Course objectives
The course Fundamentals of Marketing and Public Relations will provide students with insight into practical communication with internal, external and professional audiences, as well as an overview of the basics of marketing communication in a global environment. Although they are often mentioned in a common context in theory and practice, significant differences between marketing and public relations are most evident in their measurement of impact and success. Namely, the advantages of public relations, unlike marketing, are not always measurable. However, if public relations are cleverly organized and set up, they can reach a large audience, without the costs of traditional marketing and/or the use of advertising. Certainly, one of the main goals of this course will be to teach students the key differences between marketing and public relations, but also the potentially useful and productive symbiosis. Also, to enable understanding of the basic concepts, relationships and consequences caused by marketing as a concept and public relations as a related discipline. And finally, to encourage students to apply the acquired theoretical knowledge in practice through concrete examples and the development of their own project solutions.
Learning outcomes
The course Fundamentals of Marketing and Public Relations will provide students with insight into practical communication with internal, external and professional audiences, as well as an overview of the basics of marketing communication in a global environment. Although they are often mentioned in a common context in theory and practice, significant differences between marketing and public relations are most evident in their measurement of impact and success. Namely, the advantages of public relations, unlike marketing, are not always measurable. However, if public relations are cleverly organized and set up, they can reach a large audience, without the costs of traditional marketing and/or the use of advertising. Certainly, one of the main goals of this course will be to teach students the key differences between marketing and public relations, but also the potentially useful and productive symbiosis. Also, to enable understanding of the basic concepts, relationships and consequences caused by marketing as a concept and public relations as a related discipline. And finally, to encourage students to apply the acquired theoretical knowledge in practice through concrete examples and the development of their own project solutions.
