Mastering integrated marketing communication and its managing processes. Complete understanding of all elements of the marketing mix and their correlation. Understanding changes and trends in international socio-economic relations, ability of synergy adjustments and finding optimal communication solutions.

Understanding the processes of generating a “big idea” – a complex creative tool that through the interaction of emotional and rational stimuli provokes the potential consumer and leads to a moment of enthusiasm for a particular service or product. Communication platforms are the initiator and support of every successful brand.

Creativity and design that are not effective are not commercially useful. The expectations of the client/customer of a particular design should be recognized and interpreted. The balance between market expectations and creative processes is a precondition for successful communication. Through this course you will learn how to be creative and “yourself” in demanding, market-conditioned and unpredictable circumstances.

Learn how to understand the behavior of consumers in increasingly complex conditions of the fourth industrial revolution. The usual consumer segmentation and “persona” recognition is no longer good enough today. The consumer can be found in the most unexpected places, in the digital space that runs out of control, changes and goes through everyday transformations. The “things to be done” concept as a way of understanding consumer behavior is increasingly replaced by traditional demographic bases for market segmentation.

Understanding the brand and its significance is one of the crucial conditions for survival in the market game which is strongly linked to design. By acquiring knowledge about creating relationships between products and consumers, we gain insight into human desires, needs, motives, expectations, perceptions and rational and irrational impulses that condition our experience of a particular brand.

Learn about the importance of managing the processes of designing and creating market communications as well as about the problems and necessities of an organized, procedural way of organizing work. Deeply consider the analytical, procedural model of optimization and documentation of business processes.

Presentation skills are often a crucial tool for the success of a project. Many ideas would never have become successful projects without the knowledge of presentation techniques and without a good command of professional terminology.

Adopt the knowledge of fundamental concepts in the field of ethics, especially in the context of the business world. Learn to differentiate the conceptual categories of ethics, morals, descriptive ethics, casuistry and business ethics. In short, learn how to do business the right way!