Study Guide

Objective

After completing the course, the student is able to

• define the elements and meaning of campaign planning
• analyze campaign implementations from the perspective of an advertising planner
• develop and produce customer-oriented campaign planning
• take into account the principles of sustainable development in its work
• take into account the importance of customer orientation
• work as part of a group
• plan and present their work

Content

The main content of the course is a systematic, comprehensive campaign planning process, its stages and goal-oriented work. The course deepens the basic knowledge of marketing and develops the management of the marketing communication planning process through analysis and benchmarking exercises. The course can be implemented entirely or as part of working life actors.