Program Overview

Business Administration: Marketing and Digital Communications

About the Program

The Bachelor of Arts (BA) in Business Administration with a concentration in Marketing and Digital Communications is designed to provide students with a comprehensive understanding of business principles, marketing strategies, and digital communication techniques in today’s rapidly evolving marketplace.

The program integrates foundational business knowledge and skills with specialized coursework in marketing and digital communication to prepare students for careers in various industries, including advertising, public relations, digital marketing, social media marketing, and brand management.

Program Structure

Business Administration: Marketing and Digital Communications is a 3-year study program. To graduate, students must accumulate 90 US credits (180 ECTS credits) by completing 30 courses.

General Education Module

• Composition I
• Composition II
• Introduction to Economics
• Introduction to Law
• Computer Information System
• One course from the following:
  • Introduction to Politics
  • Introduction to Sociology
  • Introduction to Psychology
• One course from the following:
  • World History I
  • World History II
  • European History I
  • European History II
  • Survey of Western Art

Major Module

• Business Mathematics I
• Introduction to Management
• Introduction to Marketing
• Business Statistics
• Financial Accounting
• Finance for Non-Financial Managers
• Corporate Finance
• Digital Skills & AI for Business
• Advanced Communication and Presentation Skills for Global Managers
• Ethical Decision-Making
• Professional Internship
• Thesis Seminar I: Business Research Methods
• Thesis Seminar II: Strategic Planning
• On top of that students are also required to complete the Thesis module.

Concentration Module

• Marketing Communications
• Digital & Social Media Marketing
• Brand Management
• Buyer Behavior
• Strategic Marketing Analysis & Planning
• Two courses from the following:
  • Digital Tools for New Media
  • Public Relations
  • International Marketing
  • Pricing Strategies
  • B2B Marketing
• Note: Approx. 12–15 students need to be enrolled in order to run a concentration module.

Open Electives Module

• Three elective courses offered by any school at AAU.

Having passed all the required and elective courses, students complete their studies by taking the graduation examination, which includes a state exam covering the major module, a state exam covering the concentration module, and a thesis defense.

Learning Outcomes

Upon completion of the Marketing and Digital Communications program, students can expect to:

• Demonstrate a thorough understanding of fundamental business concepts, including management, economics, finance and accounting.
• Apply marketing principles and theories to develop effective marketing strategies and campaigns tailored to target audiences.
• Utilize digital communication tools and platforms effectively to engage with consumers, promote brands, and drive business objectives.
• Analyze market trends, consumer behavior, and competitive landscapes to make informed marketing decisions.
• Analyze the financial implications of marketing activities to ensure that customer value is delivered at the lowest possible cost
• Develop critical thinking and problem-solving skills to address challenges in marketing and digital communications.
• Communicate effectively both orally and in writing, including the ability to create persuasive marketing materials and presentations.
• Recognize cultural, sociological, economic, and political concepts where they interact with strategic and intercultural communications.
• Collaborate with team members and stakeholders to execute marketing initiatives and achieve organizational goals.
• Understand ethical and legal considerations in marketing and digital communications and adhere to industry standards and regulations.

Career Prospects

Graduates of the Marketing and Digital Communications program are well-prepared for a variety of roles in the business world. Some potential career paths include:

• Marketing coordinator/assistant
• Digital marketing specialist
• Brand manager
• Social media manager
• Public relations specialist/manager
• Market research analyst
• Content marketing manager
• Marketing strategy manager
• Marketing executive
• Event manager
• Advertising account executive/manager

Overall, graduates of this program possess a versatile skill set that equips them to thrive in dynamic and competitive business environments, where marketing and digital communication play integral roles in achieving organizational success.

Qualification Awarded

The degree awarded is concurrently recognized as a Bachelor of Arts (BA) in the United States, as per AAU’s accreditation by the WASC Senior College and University Commission, and as a Bakalář (Bc.) in Czechia, as per AAU’s accreditation by the National Accreditation Bureau for Higher Education (NABHE). Graduates may select whether to use the U.S. post-nominal or the Czech pre-nominal title.

The Marketing and Digital Communications concentration is accredited by the Academic Quality Assurance Board of Anglo-American University. Its completion will be indicated on the transcript and diploma supplement.

Financial Aid and Scholarships

We provide a range of scholarships, tuition discounts, and financial aid options to help make quality education more accessible. To learn more, please visit our dedicated Financial Aid & Scholarships page.

Additional Information

• Learn more about tuition & payment.
• Learn more about undergraduate admission requirements.
• Explore our FAQ section.

Accreditation

• WASC + NABHE

Degree

• Bachelor of Arts

Duration

• 3 years

Location

• Prague, CZ

Tuition

• EU: 31,781 USD
• NON-EU: 36,679 USD

Intake

• Fall / Spring

Deadline

• Rolling Admission