Summer School MODERN MARKETING & IT

This course provides an in-depth exploration of how modern marketing strategies integrate with emerging IT trends. Students will gain knowledge about digital marketing, AI, data analytics, cybersecurity, and agile marketing methodologies. The course emphasizes practical applications through case studies, project work, and hands-on exercises. Upon completing this course, students will develop a comprehensive understanding of both traditional and digital marketing strategies. They will gain proficiency in applying emerging IT tools such as AI, Blockchain, and VR/AR to enhance marketing efforts. Additionally, students will be equipped to conduct data-driven marketing research and consumer analysis, enabling informed decision-making. They will also learn to implement Agile and SCRUM methodologies in marketing project management, ensuring efficiency and adaptability. Furthermore, students will be able to analyse customer behaviour and digital transformation trends while identifying and mitigating cybersecurity risks in digital marketing.

Introduction to Modern Marketing & IT
•    The evolution of marketing: From Production Concept to Holistic Marketing
•    The 4Ps vs. Digital 4Ps: Personalization, Platforms, Process, and Performance
•    Digitalization in marketing: Opportunities and challenges
•    Key IT trends transforming marketing
Data-Driven Marketing and Consumer Insights
•    Importance of marketing research: Data sources, collection methods
•    Consumer decision-making models: Routine, limited, extensive, and impulsive buying
•    Data Analytics in marketing: How businesses use data for market segmentation and targeting
•    Social media listening & sentiment analysis
AI, Automation, and Personalization in Marketing
•    Artificial Intelligence (AI) in marketing: Data-driven decision-making
•    Marketing automation tools: Chatbots, AI-driven content creation, automated ad campaigns
•    Personalization strategies: AI-driven recommendations and real-time user experiences
•    Case studies: AI implementation in Amazon & Google
Emerging Technologies in Marketing
•    Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)
•    Applications in industries: Retail, Healthcare, Fashion, and Entertainment
•    Blockchain technology: Enhancing transparency in advertising, influencer marketing verification, and smart contracts
•    Future trends and ethical considerations
Agile Project Management in Marketing
•    Agile methodology vs. traditional project management
•    SCRUM framework in marketing: Roles, sprints, backlog management
•    Case study: Agile marketing campaigns
•    Practical workshop: Kanban board setup & sprint planning
Digitalization, E-Commerce, and Platform Strategies
•    How digitalization transforms marketing and business models
•    E-commerce strategies and omnichannel marketing
•    SEO and digital branding strategies
•    Measuring performance: KPIs, ROI, and analytics
Cybersecurity Risks in Digital Marketing
•    Threats in digital marketing: Phishing, malware, DDoS attacks
•    Social engineering & data privacy concerns
•    Regulations and compliance (GDPR, CCPA, etc.)
•    Risk management strategies for marketing campaigns

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