Summer School 2025

Holistic marketing. Socially responsible marketing. "Permission" marketing and CEM.
•    New technologies and their impact on partial marketing strategies. Marketing mix from an organization perspective and from a customer perspective. Extended marketing mix - elected trends in product, distribution, pricing and communication policy with practical examples focused on new technologies – virtual reality, augmented reality, AI, etc.
•    Importance of information and marketing research in marketing management. Market segmentation. One-to-one marketing. Sources of information, new techniques and tools of marketing research, big data, data mining, database marketing. Market segmentation. 
•    Changes in customer buying behaviour. Building and managing customer relationships – impact on CRM. Current approaches to market positioning and brand building, and brand management. Behaviour of selected market segments. Loyalty programs - Rewarding customers – How does it work?
•    Marketing campaigns from point of view of project manager. Marketing project management. Cloud marketing.
•    Digital marketing and new technologies. Self-marketing, positioning and self-branding. Marketing of popular people. Personal vision of the entrepreneur in relation to the business and marketing plan. Celebrity and influencer marketing.
•    Social media and marketing. Social media threats. Specifics of marketing on selected social networks. Internet marketing. Ambush marketing. Ambient media and marketing.
•    Business and marketing in the online environment. Specifics of online environment, e-commerce, e-business and online marketing. Selected analytical tools. Mobile marketing and m-commerce. Selected tools of proximity marketing. Characteristics of mobile marketing, its goals and types of campaigns. Mobile apps.
•    Product placement. Types of product placement, legislation and ethical self-regulation, new possibilities of using product placement after digital transformation.

Blended intensive program (30.6 - 4.7.2025 in Bratislava, 7.7.-11.7.2025 online)
•    At least 3 higher education institutions (HEI) from 3 Erasmus+ universities need to participate and an inter-institutional agreement is needed before the mobilities are realized.
•    Faculty of Management, Comenius University is the coordinating and receiving partner, other institutions are sending institutions.
•    The physical activity will take place in Bratislava, 30.6 - 4.7.2025, followed by the virtual part 7.7.-11.7.2025.
•    We are planning to welcome 20 students from the Erasmus+ countries from at least 2 Erasmus+ universities. The mobility for those students will be organized as student BIP mobility within the Erasmus+ framework.
•    Other partnering universities are welcome to nominate their students directly to lucia.vilcekova@fm.uniba.sk.
•    The extent of the course is 5 ECTS which will be recognized by the sending institution based on students learning agreement.
Tuition fee: FREE
•    The course is open and free of charge for all students.
•    Applications for blended mobility funding are submitted via the home institution’s International Office after we send the students the confirmation of their application.
•    Students from other countries need to cover their travel, visa, accommodation, and other related costs.

Application deadline: 15. 5. 2025
sign up directly with your faculty's Erasmus coordinator, and they will officially nominate you with us. If you encounter any difficulties, kindly send an email with your faculty and university name to farska8@uniba.sk
Erasmus+ network students must be nominated by their Erasmus+ coordinators.  

Students from other universities can apply via email lucia.vilcekovafm.uniba.sk

The course is open and free of charge for all students.
Up to 20 Erasmus+ network students will get a grant for the physical stay
Applications for blended mobility funding are submitted via the home institution’s International Office.
Students from other countries need to cover their travel, visa, accommodation, and other related costs

Sign up directly with your faculty's Erasmus coordinator, and they will officially nominate you with us. If you encounter any difficulties, kindly send an email with your faculty and university name to farska8@uniba.sk
Erasmus+ network students must be nominated by their Erasmus+ coordinators.  
Students from other universities can apply via email lucia.vilcekovafm.uniba.sk