Marketing Communication (PhD.)

The Marketing Communication study programme provides an enhanced understanding of the theory of communication and media studies with an emphasis on a deeper understanding of marketing communication as a specific communication tool in internal and external environments.

The Marketing Communication study programme in the third level of study focuses on the development of independent scientific thinking, mastery of innovative research methods and their profiling in specific scientific and professional knowledge of the field, competencies and skills applicable in practice and in the pedagogical process. The PhD student expands his/her knowledge in the continuation of the 2nd cycle of the study programme Marketing Communication, specialises within the framework of the supporting subjects and the topic of the dissertation in a specific area of marketing communication research, where he/she applies the knowledge and methodological core, orientates himself/herself in innovations and trends of the latest theoretical and research issues in marketing communication. In this way, he/she acquires a real prerequisite for the development of his/her scientific personality. The PhD student is expected to demonstrate the ability to explicitly perceive and scientifically reflect on new marketing communication phenomena and the activities of marketing and media institutions in relevant social, cultural, economic, philosophical, ethical and legal contexts, This will enable him/her to manage and participate in the solution of complex scientific projects, to carry out activities in publishing and to prepare not only for practice, but also for the path of a scientific and pedagogical worker and expert in the field with the ability to translate knowledge into practical life.

The graduate of the study programme Marketing Communication at the 3rd level of study possesses knowledge aimed at the development of independent scientific and professional thinking in the intent of the key areas of the study field of media and communication studies in connection with the 1st and 2nd level of study. The student acquires up-to-date knowledge of the state of scientific knowledge and has the ability to think critically, summarise facts, formulate hypotheses, and interpret research results in the profile scientific disciplines of the theory of the field of study: media and communication studies. The graduate of the study programme Marketing Communication is multidisciplinary in the broader spectrum of his/her fields of research - marketing, psychology, sociology, ethics, innovation, creativity, consumer behaviour, and especially in the various areas of marketing communication as applied to the field of media, information channels, forms and methods of communication and content creation in the digital environment. He/she is proficient in information technology, proficient in digital marketing, digital communication digital information systems, proficient in consumer research methods, proficient in evaluating the subject matter knowledge of the study programme, proficient in scientifically formulating problems in the field resulting in plans and strategies in accordance with the rules of ethics of scientific work. Independent scientific work expands the current level of knowledge in the theory and practice of marketing communication and the level of marketing reflection. Acceleration of communication and information technologies in the current period enables him/her to collate, sort and evaluate a wide range of marketing and media information in order to develop new methodologies and concepts in both on and offline environments. Furthermore, the student will acquire skills in the pragmatics of communication both within and outside the scientific community. The study of the 3rd degree of the university study develops the independent creative scientific thinking and the graduate's ability to objectively know and transform reality within the framework of independent scientific research and development activities in the subject area, in a multidisciplinary and transdisciplinary direction in the new trends of the field of communication and media studies, with a focus on marketing communication.

a) Theoretical knowledge

Graduate of the Marketing Communication study programme:

• has up-to-date knowledge of the state of scientific research in the field of marketing and marketing communication, marketing innovations, market environment and the whole range of marketing process management, procedures and tools, copying the trends of the field, which he/she can develop, evaluate, analyze, synthesize, compare and, on the basis of hermeneutic methods, use in publications, research, teaching of subjects at a lower level of study and apply them in case studies,
• master the system of methodological principles, methodologies, scientific research methods in the theory of marketing communication and its penetration into social sciences and humanities,
• is oriented in the leading databases of scientific sources (resources), theoretical knowledge of other, mostly foreign authors and in published outputs in database journals and publications dedicated in renowned publishing houses.

(b) Practical skills and competences

Graduate of the study programme Marketing Communication:

• can competently solve fundamental and specific problems of the study programme,
• creates new approaches to the development of marketing and communication strategies in companies, advertising and media agencies and other business entities,
• uses the knowledge of empirical sociological research and is able to interpret and visualise it,
• identifies new scientific research problems and proposes innovative solutions,
• can design and develop basic and applied research and experimental development in the field,
• is able to create and lead marketing and communication projects, manages their processes and engages in their implementation or the development of marketing, media, digital and innovation competences,
• applies the acquired knowledge and skills in the creation and solution of his/her own scientific research project in the dissertation and is able to propose models and methodologies for the practice of companies in the field of online and offline marketing communication,
• in scientific research activities, can use new scientific methods of quantitative and qualitative research, use and analyze, evaluate, visualize and present data.

c) Additional knowledge, skills and competences

Graduate of the study programme Marketing Communication:

• is able to work independently, but also in a team, is able to coordinate the activities of professionals in media, marketing, advertising and research agencies, is able to lead larger teams,
• adheres to the ethical principles of marketing and communication practice and contributes to their development and improvement,
• critically evaluate, assess the impact of marketing communications on individuals and society,
• can apply and functionally use philosophical concepts from the field of mass media and marketing communication in a specific social context,
• acquire pedagogical competences and teaching experience, be able to conduct final bachelor theses, review them and take opinions,
• use a foreign language and digital technologies in his/her field and be able to keep in touch with modern developments in his/her discipline and continue his/her own professional development as a person,
• has communication and presentation skills, is able to present the results of his/her scientific and research activities, and is able to conduct a dialogue with the foreign and domestic scientific and professional community,
• can establish cooperation with domestic and foreign experts in the field of media and communication studies, participate in the solution of scientific research projects within the framework of foreign partnerships.

• scientific researcher in educational institutions, universities, research institutes and research centres in Slovakia and abroad,
• expert in the field of creating projects focused on innovations in marketing communication,
• expert in the field of media monitoring, social media monitoring, media brand analysis,
• senior manager in advertising, media, marketing, research agencies,
• senior marketing manager for strategic planning, brand management, customer relationship management, creation of communication plans and strategies,
• senior executive in marketing and marketing communications in government, local government, not-for-profit organisations, business and services.

See the subjects and curriculum you will take during your studies in the DAY form of study.

See the subjects and study plan you will take during your studies in the EXTERNAL form of study.

Description of the study programme for the full-time form of study

Description of the study programme for the EXTERNAL form of study