Commercial Communication
It is important for our students to be prepared for the fast development and increasing competition in the field of commercial communication. The focus of the specialization is content-oriented digital communication, primarily on social media platforms. The educational objective of the specialization is to enable students to apply the acquired professional methodology in practice and to manage the marketing communication activities of a company, as well as to be able to co-operate with communication agencies and media owners effectively. Key word: “conveying values in an innovative way”. Main topics include: content marketing, digital communication, online & offline communication tools and their application, integrated communication planning, commercial and service marketing, branding, advertising aesthetics and psychology.
Logistics of Commerce
The educational objective of the specialization is to provide students with a comprehensive understanding of logistics sub-systems, to comprehend the operation of corporate processes in general especially in the case of commercial companies. The specialization allows them to become familiar with the operation of the processes involved in the so-called gate-in and gate-out logistics and supply chain management, as well as to understand, organise and improve intra- and inter-company logistics processes in a systemic manner and efficiently cooperate in their management aided by an understanding of the correlations of corporate logistics and supply chain management. Key word: “value creation”.
Main topics include: logistics in commerce, global value chain, international logistics, supply chain management, lean and process management, digital supply chain.
Omnichannel Commerce
With the advent of the Internet, the retail business model became even more colourful: the majority of retailers moved towards the multi-channel sales model, maintaining the traditional business infrastructure, but pure e-commerce service providers are also expanding in the direction of traditional business infrastructure developments, and thus we are also witnessing the emergence of commercial platforms. The purpose of this new specialization is to contribute to the development of commercial acumen and analytical skills, as well as to introduce the interrelation system of the commercial trade profession in the digital environment, so that students can learn about the role of internet-based digital technologies in the circulation of goods, and the strategies of companies operating on the basis of the omnichannel model. Key word: “management”.
Main topics include: creating a commercial strategy, organising the flow of goods in the digital world, choosing a location in the digital age, modern digital customer relationship management, omnichannel sales, digital technology development and the businesses of the future.
