The B.A. in Business Administration: Marketing and Communications is a dually accredited program. You will get both American and European BA degree for a single price. The program is delivered by an international faculty with top qualifications and experience in the business world. We commit ourselves to a personalized education model: in Spring 2020, the average class size in business undergraduate studies was 18 students!    

The Marketing and Communications concentration emphasizes the role of communication and marketing in the context of running a business in the 21st century. It focuses on the development of written and verbal marketing communication. The students will learn how to analyze buyer behavior, what are the determinants of building a company brand and how to conduct marketing analysis. The concentration links theoretical knowledge with real-life experience – students will participate in commercial and non-profit projects and spend time working in a marketing company. 

After completing all modules, students will have learnt the craft of international marketing, planning and communication both on online and offline platforms. 

Program Structure:

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

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

Learning Outcomes:

Graduates of the B.A. in Business Administration: Marketing and Communications can expect to:

• Utilize information communication technologies, media and social networks to effectively engage international audiences across different channels.
• Understand how to optimize marketing communications strategy to deliver targeted market messages within business and the media, using advertising, direct response, public relations, and sales promotion.
• Craft, design, implement and evaluate a marketing campaign from both an individual and management perspective.
• Understand how to most effectively communicate with stakeholders, i.e. owners, investors, communities, and most importantly, customers.
• Recognize cultural, sociological, economic and political concepts where they interact with strategic and intercultural communications.
• Analyze the financial implications of marketing activities to ensure that customer value is delivered at the lowest possible cost.
• Act as business professionals able to work within technologically driven and consumer-focused businesses and manage their own and others career development.
• Communicate professionally, decisively and strategically in verbal and written English; our graduates are able to identify, analyze, describe, present and discuss complex problems and solutions to international audiences.

Career Prospects:

AAU graduates thrive in multinational environments and are able to communicate professionally in English to international audiences. As a graduate of this degree program, you will be well equipped to continue your studies or pursue a global career in areas such as: 

• advertising account executive / manager
• advertising account planner
• marketing communications executive / manager
• sales promotion account executive / manager
• social media assistant / executive / manager
• UX [user experience] designer
• web content executive / manager
• marketing analyst
• market(ing) researcher (executive / manager)
• marketing strategy manager
• campaign manager
• lead generator
• marketing assistant
• marketing  executive
• marketing manager (domestic / international / global)
• public relations account executive / manager

Qualification Awarded:

The Bachelor’s degree awarded is concurrently recognized as a Bachelor of Arts (B.A.) in the United States, per AAU’s accreditation by the WASC Senior College and University Commission, and as a Bakalář (Bc.) in the Czech Republic, 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.

This concentration is accredited by the National Accrediting Bureau for Higher Education. Its completion will be indicated on the transcript, diploma, and diploma supplement.