Marketing, Social Media and Public Relations Bachelor Programme

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Marketing, Social Media and Public Relations Bachelor Programme

Are you interested in the latest marketing trends? Are you already active in the world of marketing but lack knowledge in social media and public relations? Are you creative and ambitious but need a diploma as the final touch? Is marketing a field where you see yourself in the future? If you answered yes to at least one of the questions, the Marketing, Social Media and Public Relations programme is the right choice for you.

The strongest fields of the programme

Marketing

You will be able to comprehensively manage and solve marketing tasks and to connect marketing with other fields. You will be able to recognise marketing opportunities in national and international markets.

Social media

You will be able to effectively use various social media in order to improve marketing activities and attract new customers. You will become a marketing expert of the future.

Public relations

You will learn to effectively communicate with internal and external publics. You will use best practice examples to prepare the public relations planning strategy.

Cooperation with companies

We highlight the importance of practical experience, students prepare practical solutions to the challenges provided by companies.
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Miha Rebolj,

Graduate from Slovenia, Deputy Mayor of the Municipality of Jesenice
The newly acquired knowledge will make it easier to open the doors to new and different occupations. The best part about the study process is the cooperation between students, i.e. teamwork.

Miha Rebolj,

Graduate from Slovenia, Deputy Mayor of the Municipality of Jesenice
The newly acquired knowledge will make it easier to open the doors to new and different occupations. The best part about the study process is the cooperation between students, i.e. teamwork.

Programme structure

1st year
2nd year
3rd year
Compulsory Courses
6
Economics

 

Economics is a part of our lives. Even if it appears somewhat abstract, we are all continually integrated within it. We all have wishes and desires on the one hand, while the resources on the other hand, which allow us to meet our needs, are limited. This is why we are forced to choose and decide for goods that mean the most and that we need the most. Our lives are filled with economic decisions: what will we buy in a shop, in which shop will we buy, which car will we buy and how will we pay for it, etc. Economic decisions are also made when deciding on our profession, studies, career, etc. Economic laws come to the forefront especially when deciding to embark on an independent entrepreneurial path and our success depends on our ability to operate in the market.

The course will familiarise you with the main laws of economics, the meaning and the main characteristics of a company, the characteristics of production, demand, supply and costs. You will also learn about the different pricing models and different indicators for assessing company success.

7
Law and Economy: the Legal Regulation

The course is comprised so that it first familiarises you with individual basic legal concepts such as state, sovereignty, legal order, and legal relationships and with a minor part of property law, which basically comprises only property rights. It then continues to the basics of the law of obligations, especially focusing on sales contracts and the basics of status law and types of economic operators known to our and the European legal order.

6
Introduction to Marketing

 

What is part of marketing? Undoubtedly, these are TV advertisements, billboards, pushing of unnecessary products, sale of products detrimental to the environment, people, plants, animals, etc. However, marketing is also the expansion of the idea of the protection of the environment, the introduction of a new drug, living conditions in flats and houses, etc.

Usually, we see only the external manifestation of marketing, i.e. advertisements, packaging, sales prices, shop windows, product design, brand logos, etc. We do not see the research work behind the studying of dissatisfied or poorly satisfied needs and desires of customers, the work in laboratories and development departments where experts search for solutions to problems of numerous people. We do not see the thoughts of marketing experts who connect all these and other effects and activities of marketing into a harmonised unity so that the products are available at points of sale on time, in the right condition and in appropriate quantities.

Within the framework of the course, you will learn about the development and definition of marketing in detail. You will learn about the main marketing concepts, the marketing environment, segmentation and positioning in the consumer market, the marketing mix and the characteristics of individual elements of the marketing mix and basic brand concepts.

6
Organisation and Management

Organisation and management skills are of key importance for successful managers and organisers. The purpose of the course is to shape the awareness that organisation, organising and management are factors that intertwine both in terms of institutions and processes. The course will help you enrich (upgrade) your roles in designing a modern organisation, a modern organisational culture and climate and further help you in the field of modern management, which is able to utilise appropriate methods of planning, organising, managing and supervising, as well as help you shape organisational strategies and recognise and solve conflict situations in organisations.

5
Basic Informatics

We can no longer escape computers – we use them at home, at work, during studies, and we use different computer tools. We are proficient in some of them, less so in others. The Basic Information Science course will provide insight into information and communication technologies, you will learn about the importance of information science in business processes and the importance of netiquette in communicating with the help of information and communication technologies.

The Basic Information Science course is divided into two major parts: the more theoretical part and practical work. The “theoretical part” of the course will deal with the concepts of computer and information science, with different terms from the field, with historical development and current trends. The “practical exercises” will consolidate your knowledge of using office computer programs: text and table editors, presentation preparation tools, etc.

6
Public Relations and Social Responsibility

Corporate social responsibility is a company’s commitment to conducting business in a manner beneficial to the company and all its stakeholders. Companies or organisations build their reputation with socially responsible actions. The issue of reputation is also closely connected to the correct communication of socially responsible actions. Looking at developments in the last year, we can say that social responsibility is increasing its presence in the media and in corporations. What this means and how it is related to public relations is shown in the content of this course, where you will learn about the best socially responsible projects in Slovenia and abroad.

6
Communication and New Technologies

Communication is the central human social activity and how we communicate and how successful we are in this endeavour is thus exceptionally important. Our well-being also greatly depends on our ability of successful communication. Communication is not an innate ability but a set of techniques that we have or will learn. The choice of the successful communication techniques depends on the characteristics of people who we wish to affect and the concrete context of the communication.

The Communication and New Technologies course will familiarise you with the main principles, theories and models of communication, you will learn about the basic communication techniques within the framework of development of new technologies and consequently develop the ability of intercultural communication. Emphasis will also be placed on the characteristics of successful marketing communication.

6
Customer Behaviour

Today, marketing objectives mostly focus on establishing the needs, shaping corresponding supply and acquiring, satisfying and maintaining customers throughout the purchasing process and the life cycle. We need to know as much as possible about customers, who they are, what are their behavioural specifics, how do their cooperation and purchases increase with respect to positive experiences. It is important to know customer segmentation methods, as only then can we prepare a corresponding offer.

As part of the course, you will learn about the terms customer and customer behaviour, purchasing processes, decision-making factors that affect the purchasing process, perception, learning and memory, motivation and values, personality and lifestyle, viewpoints, groups and culture and different methodological approaches to researching and forecasting purchasing processes.

5
Proffesional Language and European Dimension (English, Italian, German)

A few years ago, the knowledge of English or another global language was desired, while today it is necessary to enter the labour market. Employers no longer look only at the professional qualifications, as it is becoming increasingly important for prospective employees to be fluent in foreign languages, especially in their field of work.

The knowledge of a foreign language enables business communication across the globe, while knowing foreign languages also allows you to break the ice with new business partners or ensure good foundations for successful negotiations. The knowledge of foreign languages represents your professional competencies, regardless of whether you are leading an international team or working as a representative in an office – it enables faster solving of problems, eventual conflicts and challenges, it represents your intercultural competencies, as in addition to the language you also learn about culture, customs and history.

The objective of the course is your successful and efficient mastery of spoken communication in general and business language in consideration of the European dimension of communication. You will be able to successfully and effectively debate the causality of social, economic and political activities both at home and in the EU and to search for information about companies from your business field and prepare corresponding reports.

5
Public Appearance and Rhetorics

We might not be aware of it, but we are on stage all the time in our everyday and business life – at a meeting, job interview, with our colleagues, while working in a team, at seminars, sales interviews, etc.

In a competitive business environment, our expertise is no longer enough. The business world requires relationships to be established and an individual’s ability of excellent public speaking and presenting of ideas plays an exceptionally important role. How decisive, proficient and appropriately in tune with the moment and circumstances we are does not affect only our personal image but the image of the organisation that we represent and indirectly also its operations.
   
Luckily, public speaking and rhetoric are skills that can be learned and developed through practice. The course will help you adopt the fundamental elements of good and successful public speaking and rhetoric, which will be reflected in your future public, business and private taking of the stage. You will undoubtedly be able to continue developing these skills once the course is completed by regularly using the techniques during your studies, in private and business surroundings.

2
Introduction to Study

Thorough preparation for studies is of key importance in order for your studies to be successful. The activities implemented during this seminar allow students to develop their confidence and willingness to actively participate in their studies. Students gain the incentive and motivation for a positive approach to their studies. At the seminar, they learn about the school, organisation, work methods, and studies at the school. An important part of the seminar is the familiarisation with the virtual learning environment and technologies for successful studies and the development of competencies in learning to learn and online learning. Transition to studies is easier and success in later phases that much greater.

Compulsory Courses
5
Finances

Finances are part of our everyday lives, both in business and personal matters, even though we are not even aware of it: how to assess which loan is the most favourable, how to calculate interest, what dangers do we face when taking on loans, what is the difference between financing and investing and between liquidity and solvency, how can we establish if a company is profitable, liquid and efficient, which payment transaction instruments it uses, etc.

The course will help you answer all these questions and enable you to actively participate in your company’s operations.

7
Statistics with Marketing Research

The importance and use of research is of key importance in making business decisions. A company’s marketing cannot be successful without marketing research processes. The preparation of a report and the presentation of the research greatly influence the final marketing decision in the company.

During the course, you will learn about the term and the main characteristics of marketing research in more detail, become familiar with research fields outside of and within organisations, marketing research phases and individual applicable areas of marketing research. You will also learn about numerous practical examples and discover other new and interesting points. You will also adopt the comprehensive model of market research following the principle of the phased approach: you will be able to define the research problem, plan the research in order to find a solution, implement the research and use the results for solving the problem.

6
Market and Media Law

The knowledge of the legal framework of the operation of two sets - the media and the market – enables confident actions of every marketing employee. The knowledge of legal frameworks of media space and the related structure of constitutional, administrative, civil or economic law further ensures even better implementation of one’s work tasks.

 During the course, students will develop the ability to know what the media are and what they are not and you will learn about the difference between commercial and public media. You will further learn how to protect your personality and privacy rights and become familiar with the legal regulations that govern the protection of these rights in the event of encroachment. You will additionally learn about the conclusion of contracts with copyright protection elements, i.e. the protection of your copyrights. Last but not least, you will also learn about limitations in advertising, labelling in advertising, subliminal advertising, promotional product placement and about the most common violations in advertising (breach of advertising time limits, illegal advertising, unauthorised use of images in advertisements).

6
Product, Service and Brand Management

Product, service and brand management is the essence of marketing management. All companies and organisations offer products or/and services with which they develop mutually beneficial exchanges with target customers who wish to meet a specific need or requirement. However, the times when all you needed was a good product, a major marketing budget and good sales representatives have passed. Today, consumers can choose from a number of interchangeable products in every category and they also have unlimited access to information on the product/service which is beyond the producer’s influence. Customers will decide on the product/service that will best meet their needs and expectations. They will make the purchase on the basis of their own perception of value. The winners will be the companies and organisations whose comprehensive offer will best please the consumers, while this can be achieved by focusing on its target markets and target consumers and using these findings to offer not only a product but a comprehensive experience that the purchase and the use of the product/service offers to the consumer.

The course will pay special attention to this issue. In this way, you will learn and realise that marketing has to be part of the entire value chain, as marketing begins way before product planning and continues long after the product has been sold.

6
Project Management and Team Work

In our everyday lives, we are continually faced with projects – assignments and tasks – that have specifically defined objectives. Project management and project work organisation are not a magic wand that would turn a loose team without exactly defined objectives and external and internal modes of communication into a production line for projects. Project management basically represents a major change to individuals managing a project and on whom the highest expectations are placed. There is no major science behind this: in addition to careful planning and consideration of all conditions imposed by the environment, a lot of discipline is required when monitoring the course of a project and especially continual adaptation to changes.

What is a project? Who is a good project manager? What knowledge and skills do they possess? Is it enough if they are major experts in the substantive field of the project? Which are the components of a project plan and who is responsible for its preparation? The content of the course and an educational detective game will help you develop project management competencies.

6
Innovation and Innovative Management

Innovations and innovative thinking help us shape the key enablers to start understanding long-term development of business systems. Innovative thinking does not have a strict start and let us hope that it does not have an end. By having the right knowledge, every individual, who already steers or who wishes to successfully steer the tempests of the business world, learns and accepts one of the main resources for generating added value.

The Innovation and Innovative Management course allows students to learn how to successfully manage innovative processes, how to recognise and shape them. The vision of the course is that in the future, all students can be international innovative or innovation managers, whose knowledge is not related only to the their environment but who are able to use their knowledge to recognise opportunities regardless of the development level of their environment within an individual business organisation and its process.

Elective Courses (students elect four courses)
6
Advertising Actions

Advertising is like fashion. There are continually new guidelines, new trends, always fresh and new and creative ideas. The most successful ones are the innovative ones. Why? Because we turn away from something that we have already seen. On the other hand, we turn towards something that we see for the first time or something that is different.

What about brands. Do we known brands? Do we know their position in the market? Who are the buyers? What are the objectives of advertising? How to choose the media and prepare the media plan of a brand advertising campaign? When should we decide to cooperate with an advertising agency? What should be the content of advertising campaign messages? Are we familiar with the legal aspects of advertising?

A whole array of questions and those working in marketing have to be able to answer them. Our or your task in the course will be to answer the majority of these questions. Learning of theory will thus be corroborated with numerous practical examples.

6
Creative Communication

Today’s business world is a global one. This brings a number of new opportunities but also intensive change and a fierce competitive struggle. In this struggle, only the most piercing, daring, innovative and creative can succeed and come to the forefront; in other words, those, who are different and memorable. Creative communication is one of the successful tools that allow us to be noted and recognised.

Even when writing the most common business messages such as a letter to a dissatisfied customer or a letter to buyers or a potential client, we often wonder how to begin, which words to choose, are we being too demanding, will we be understood, is the letter interesting and does it capture the reader’s attention.

The answers to these questions hide in creative communication. Creative communication combines the qualities of business communication with a note of personal creativity. Creative messages consider all the principles of good business communication but are at the same time also recognisable for the individual’s creativity and in this way effectively stay with the reader, build recognition and business ties.  These are business messages with an important added value.

During the course, you will adopt the theoretical concepts of communication and creative thinking, recognise and develop your creative abilities and effectively transfer them to your business messages in the business and private environment.

6
Multimedia and Design in Enterprises

The most common use of the term “multimedia” in a company refers to the importance of the medium as a technology for transmitting, processing and storing data. The same as any other technological and development process, furnishing a company with media technology or the development of multimedia services has to be carefully planned, as it is subject to the (development) strategy of a company.

Part of comprehensive planning of the information system is often also the development of the company’s website, which is usually related to the company’s visual identity and strategy in terms of concept, design and content and increasingly often includes multimedia elements (animations, videos, interactive applications).

The Multimedia and Design in Companies course will take you along the path of creating and strengthening basic and partially also advanced knowledge and skills from the field of media, multimedia, the so-called new (digital) media and design in business environments. You will learn about the broader definition of the “media” concept, study the connection between man, society and technology and take a look at the past and future use of media technologies and multimedia or new media operations.

6
Internal Communication

The Internal Communication course focuses on employee relations and on designing, planning, implementing and assessing communication within organisations. The objective of internal communication is to establish, develop and maintain healthy and motivational employee relations, which is a prerequisite for the operation of organisations, for achieving business objectives and the vision, realising the organisation’s mission and also for public presence, as employees are the best ambassadors of every organisation.

No organisation can and does not exist without internal communication. Without having a planned proactive internal communication, the achieving of the organisation’s mission, vision and objectives is exceptionally difficult if not even impossible. Internal communication follows and supports the organisational and business strategy, pursues the same business objectives and means a proactive action on the basis of continual observation and analysis of the organisational environment in consideration of the organisation’s mission, vision and strategy and the subsequent implementation, control and assessment. The course also covers organisational culture, climate and values, identifies the main communication methods and success factors (internal communication planning, implementation and effect measurement) and touches on the ethical aspect of internal communication – not only from the theoretical point of view but also by using practical examples.

6
Social Marketing

The Social Marketing course focuses on strategic communication activities in order to affect and facilitate voluntary behavioural changes and manners of solving socially pressing issues while at the same time improving social welfare and changing and achieving important prosocial (socially desirable) behaviours. In this respect, social marketing applies commercial marketing technologies to analyse, plan, implement and evaluate programmes that affect the public’s knowledge of prosocial behaviour and its facilitation in order to improve their personal welfare and the welfare of their society. Social marketing activities focus on affecting changes of the perception and knowledge of individuals and target publics and thus affecting and changing the society as a whole.

The most recognisable social marketing programmes are: affecting traffic safety, a healthy lifestyle, prevention of drug (ab)use, prevention of domestic violence, etc. Presenting the fundamental theoretical starting points, the course utilises practical examples to explain the main social marketing techniques and their use in achieving socially desirable behaviour.

6
Business Lobbying in EU

Lobbying. A word used often enough, but do we really understand what it means? Where does it come from? What is the purpose of lobbying? What is business lobbying? What is the difference between lobbying and public communication? How can we improve our negotiation skills?

During the course, students will discover numerous interesting points. You will learn about the term lobbying, about lobbying in the context of operation of key EU institutions and about shaping decisions and coordinating interests among EU Member States – from stakeholders in Member States to the European Council. You will be able to apply theoretical knowledge on lobbying in the European Union and be qualified to implement negotiation techniques to business practices.

6
Entrepreneurship and Enterprise Culture

In every country, entrepreneurship plays an important role in facilitating economic growth and creating new jobs. It is often linked to small and medium-sized enterprises. Knowing that these companies represent the majority in Slovenia and that also in terms of their activity they prevail in all fields, it is clear that understanding entrepreneurship is very important in today’s business world.

The Entrepreneurship and Enterprise Culture course will introduce you to the basic concepts and characteristics of modern entrepreneurship, the role and importance of entrepreneurship for the economy and society, you will learn about the processes surrounding entrepreneurship and study ethical and moral aspects of entrepreneurship, which are very important in today’s society.

The course will not focus only on theoretical aspects but mostly on the development of entrepreneurial culture and entrepreneurial spirit, which helps us explore and recognise different opportunities and to think creatively, critically and in a different manner.

6
Business Language - Second Foreign Language (English, Italian, German)

The knowledge of foreign languages is your competitive advantage, which might bring additional bonus points with a perspective employer or give that final push to the scales tipping to your side. Employers are not interested only in you knowing the basics of a foreign language but how fluent you are in telephone conversations with business clients or international partners, how well you can prepare an official email in a foreign language, how competent you can be at meetings and fairs and how convincingly you represent the company, its products and/or services, how skilled you are in the business etiquette, culture and customs of a country, etc.

The course will allow you to gain the fundamental knowledge of a foreign language in order to be able to communicate in different business situations (by phone, written correspondence, bookings, etc.). It will also allow you to develop the care for the culture of the language and the culture of communication.

Compulsory Courses
6
Optional Elective Course 1

Students can choose the optional elective course from the elective courses for the 3rd year or courses of the other module that you have previously not yet chosen. You can also choose a course offered by another institution (home or abroad), however following a previous agreement on the recognition of the chosen course.

6
Optional Elective Course 2

Students can choose the optional elective course from the elective courses for the 3rd year or courses of the other module that you have previously not yet chosen. You can also choose a course offered by another institution (home or abroad), however following a previous agreement on the recognition of the chosen course.

12
Internship

Today, employers want employees who are ready to immediately start working effectively. Practical education in the company is an excellent opportunity for all who lack this kind of experience to learn how a work environment lives and breathes in real life. You will engage in the activities under the study programme in a concrete company or work organisation and work with internal and external company stakeholders, learn about the diversity of positions and tasks but also develop competencies that will enable you to advance at a professional and personal level.

12
Final thesis or two elective subjects

Based on the accreditation of the bachelor programme and its amendments, which were adopted by the Higher Education Council of the Republic of Slovenia and later its successor NAKVIS, students of undergraduate programmes that are implemented at DOBA Business School can, instead of the obligations associated with the final paper, which are worth 12 ECTS, take two elective courses each worth 6 ECTS of their choice, which they choose among the elective courses offered as part of bachelor programmes at DOBA Business School.

Module: Marketing Management
6
Purchase and Sale

Have you bought anything today? You undoubtedly have. Have you sold anything today? Perhaps you will.

We are faced with marketing throughout our lives. Personal marketing starts when we are very young and have to become a part of society and find our place under the sun and continues into our professional path, when we gain knowledge and sell it at our job to our internal and external target group of buyers. It is therefore important to know and understand purchasing activities, which would not be needed if sales activities were not implemented. If you wish to succeed, you have to act with due diligence, know the rules, standards, special characteristics and products that you are buying or selling, and especially the purchasing market and buyers.

The course wishes to familiarise you with work in purchase and sales in companies, even though every individual is a purchasing agent and a sales agent in their everyday lives. You will thus acquire knowledge and competencies from purchasing and sales.

6
Strategic Marketing

In today’s market-oriented environment, which puts the buyer and his desires and needs to the forefront, only market-oriented and dynamic enterprises can survive and remain. Strategic marketing is a type of marketing that allows a company to effectively differ from competitive companies by focusing on its strengths so as to generate greater sustainable competitive advantage of its products with consumers  than a competitive organisation.

During the course, you will learn about the role of strategic marketing in governing and managing a company as a whole, the dimensions of strategic marketing and individual substantive and methodological characteristics of phases of strategic marketing, i.e. strategic analysis, strategic diagnosis, strategic planning and implementation and control of strategic marketing in an organisation.

6
Global Marketing

Global marketing is a reality. It is basically marketing, which is being implemented across the globe in a harmonised manner or which uses the advantages of commercial activities, global diversities, similarities and opportunities to achieve global objectives.

By communicating with other students, studying the literature and case studies, you will learn about good practices and the rules of international business management. You will learn how to analyse the market and recognise market opportunities in international markets in the turbulent and dynamic environment and how to best utilise a company’s resources.

6
Event Management

Events can be considered as a communication craze, which has however been around for a long time. Rituals and events in the sense of “bread and circuses” were present long before the appearance of printed, audiovisual and electronic media. The event has always been the most important method of mass communication, as the effect of a spectacle and socialising provide it with immense possibilities of influencing the emotions and orientation of participants. Events have always been associated with entertainment, power and influence.

Today, events have strongly outgrown their initial forms of meetings or fairs. The increasingly competitive economic markets also show the popularity and power of events, which have an important position in communicating organisational messages. With their essence, i.e. meeting people, events represent a communication tool.

Your creativity and innovations will undoubtedly thrive in the course. You will also be able to use the gained knowledge for events organised in your personal life – birthday parties will undoubtedly be more interesting – or vice versa: business events less serious.

or
Module: Public Relations Management
6
Management of Strategic Communication

The Strategic Public Relations Planning course focuses on the functional level of public relations, organisational communication or communication management. Effective public relations have to be strategically managed and governed (proactive and planned) and directed towards publics that have the most mutual effect on the organisation.

Communication begins and is maintained in order to realise specific interests and objectives, while communication and interaction are seen as the possibility for realising our needs and interests. Public relations are a planned, long-term, proactive and systematic communication of organisations and the continual search for mutual understanding between an organisation and its publics by creating, building and maintaining mutually beneficial relationships between the organisation and its environments – publics. Public relations assist strategic organisational management by creating relationships with publics which affect organisations or which are affected by organisations. These relationships are created both with those who support the realisation of the organisational mission and those whose actions can prevent the realisation of the organisational mission. By engaging in strategic public relations planning, organisations identify the publics that will most likely limit or strengthen their ability to pursue their mission and to design communication programmes that help organisations manage their interdependence with these strategic publics.

During the course, students will learn about the theoretical foundations and modern practices of strategic communication and use practical examples and prepare an applicative assignment for a concrete organisation in order to learn about strategic public relations planning as an important part of proactive communication management.

6
Relationship between media, PR and marketing

For years, we have been seeing major changes in accessing information, which is available to every individual with only a little technological knowledge and at least basic Internet connectivity. The speed of Internet connection and the wealth of packages of basically all communication providers facilitate all that. Slovenian companies and the media have not implemented the same quick or high-quality approach to changing their attitude towards buyers and technological progress but they have been forced to follow the trends or otherwise compromise their competitiveness.

Participants of the marketing process can no longer function if they do not consider the “digital” component. However, is “digital” not just one more platform, asset or channel that helps with successful performance? One that can make development faster, bring customer relations closer and provide an in-depth understanding of the market?

As marketing is everything that we do, we have not been able to forgo “digital” for a long time, as it surrounds us every step that we take. The course will familiarise you with how Slovenian marketing agencies have adapted to this new trend and how the media, clients and advertisers have organised their activities for the new circumstances. The Media, PR and Marketing Relations course will help you understand at least part of the relationships and relations between the links of the triangle of advertising and allow you to use the available tools with deliberation and efficiency.

6
Media Relations

The Media Relations course deals with the mutual influence and interaction of organisations and traditional (printed, radio, TV) and convergent media (social networks, blogs, etc.). Media relations are undoubtedly of key importance for every modern organisation and vice versa – today, media publications greatly affect every individual organisation, more than ever before, especially its public image as well as operations. Media relations thus have to be adopted to an extent that allows us to independently use the main tools and to use them to position our communication messages to achieve an organisation’s objectives. By presenting the main theoretical starting points, the course utilises practical examples to explain the best practices in media relations. By preparing practical assignments, students will be qualified for effective, professional and ethical work in media relations.

6
Crisis Communication and Risk Management

The content of this course is significantly related to the pressing relationships between an organisation and its (internal and external) environment, which can be either an opportunity for an organisation or shake its reputation, endanger its legitimacy or even compromise its existence. Issues management is an anticipatory, strategic management process that helps organisations detect and respond appropriately to emerging trends, events or changes in the organisational, social or political environment, which can develop into a situation that evokes the attention and concern of influential organisational stakeholders and publics. It helps organisations grow and survive by harmonising their interests with the interests of the publics that have the possibility of affecting the operations of organisations or public policies that determine the regulatory environment for the activity of organisations. (Public) Issues management aims at protecting an organisation from potential dangers, creating opportunities to co-shape public policies that are important for the organisation and at managing the co-dependence of an organisation in its environment. In other words, public issues management is also a proactive action aimed at preventing critical circumstances.

Crisis communication is the central part of crisis management and focuses on the communication of an organisation which is already experiencing a crisis and represents a collection of factors with which the organisation wishes to prevent or at least mitigate the negative impacts of a crisis or wishes to protect the organisation and its stakeholders from damages. In this respect, the crisis is already defined as a chronic and not as an acute condition, i.e. the condition of issues or the incubation, acute or pre-crisis phase. The crisis level in the development of an organisation is accompanied by a dramatic triggering event, while in the post-crisis phase, the questions of reasons, responsibilities and new safety measures appear. Crisis management, the same as crisis communication, derives from identifying weaknesses, deficiencies, and sensitivities and develops selective responses to individual crisis situations (different detailed reaction scenarios) and crisis simulation exercises. It derives from the reasons (accident, boycott, abuse, corruption, etc.), expectations (stricter control, decisive action, resourcefulness, etc.), participants (employees, media, shareholders, politicians, different activists, etc.) and the environment (mutiny, panic, confusion, etc.). The same as a crisis, crisis management can also be an opportunity for future development or a threat to the welfare or even existence of the organisation.

or
Module: Social Media Management
6
Digital Marketing

Digital marketing is a component part of marketing activities of every company and of achieving marketing objectives with the help of Internet technologies. It is a process of recognising and understanding consumers and meeting their needs, while simultaneously generating satisfactory business results. The chosen business model is exceptionally important in e-commerce, as the entire digital marketing strategy is adapted to the business model.

The course will familiarise you with the foundations of digital marketing, you will study business models, learn about the user experience, the development of online portals and online writing techniques. You will also learn about the three important digital marketing disciplines (email marketing, content marketing and search engine marketing).

6
Relationship between media, PR and marketing

For years, we have been seeing major changes in accessing information, which is available to every individual with only a little technological knowledge and at least basic Internet connectivity. The speed of Internet connection and the wealth of packages of basically all communication providers facilitate all that. Slovenian companies and the media have not implemented the same quick or high-quality approach to changing their attitude towards buyers and technological progress but they have been forced to follow the trends or otherwise compromise their competitiveness.

Participants of the marketing process can no longer function if they do not consider the “digital” component. However, is “digital” not just one more platform, asset or channel that helps with successful performance? One that can make development faster, bring customer relations closer and provide an in-depth understanding of the market?

As marketing is everything that we do, we have not been able to forgo “digital” for a long time, as it surrounds us every step that we take. The course will familiarise you with how Slovenian marketing agencies have adapted to this new trend and how the media, clients and advertisers have organised their activities for the new circumstances. The Media, PR and Marketing Relations course will help you understand at least part of the relationships and relations between the links of the triangle of advertising and allow you to use the available tools with deliberation and efficiency.

6
Media Relations

The Media Relations course deals with the mutual influence and interaction of organisations and traditional (printed, radio, TV) and convergent media (social networks, blogs, etc.). Media relations are undoubtedly of key importance for every modern organisation and vice versa – today, media publications greatly affect every individual organisation, more than ever before, especially its public image as well as operations. Media relations thus have to be adopted to an extent that allows us to independently use the main tools and to use them to position our communication messages to achieve an organisation’s objectives. By presenting the main theoretical starting points, the course utilises practical examples to explain the best practices in media relations. By preparing practical assignments, students will be qualified for effective, professional and ethical work in media relations.

6
Social Media Strategies and Marketing

If only a few years ago social media were considered being of secondary importance, today, we can no longer imagine the World Wide Web without social media. For many Internet users, Facebook, Twitter, YouTube and similar platforms are synonymous with the Internet, as they spend the majority of their time online using these services. This is even more evident among smartphone users, where there are even more such services: networks such as Instagram, Whatsapp and Snapchat “live” only on mobile devices.

Marketing professionals cannot avoid such an important part of the Internet. Social media are usually free services, i.e. the owners of these networks search for search for money-making opportunities elsewhere, usually in advertising. Users namely entrust these network administrators with an abundance of information and this collection is diligently updated every day with information on our interests, habits, personal connections and methods of using the Internet.

Social media thus offer marketers a tool that has never before been available in the history of the industry: the possibility of almost individually addressing potential clients and buyers on the basis of their interests. They promise more favourable advertising, more relevant target groups and consequently more efficient use of marketing budgets. On the other hand, they upgrade the advertiser-buyer relationship with the possibility of building communities of customers, brand and company sympathisers and supporters, which adds a completely new dimension to communication with target publics.

The Social Media and Marketing Strategies course will provide an insight into how social media have developed to the present stage, showcase the possibilities that they offer and how to combine them into a comprehensive communication system.

Minimum number of students for program implementation: 15 enrolled students.

Unique advantages for your study success

Practical Learning

We highlight the importance of practical experience – which all our students acquire during their studies.

Excellence in Teaching

Courses have been shaped through the cooperation of teachers and practitioners and are updated every year.

Student Support

From the first inquiry through graduation and beyond, students and alumni have a dedicated support.

International Environment

Students have the opportunity to study in internationally varied groups and to work with other international students.

Graduates and career

As a graduate you will be an expert in all three fields: marketing, social media and public relations. You will be able to effectively connect expert issues with the practical marketing challenges of companies and agencies. Enriched with new knowledge, you will be able to open new doors and welcome countless opportunities to build an attractive and successful career.
Enrolment requirements
Tuition Fee and Payment Options
How and when to Apply

In order to be admitted to bachelor programme you have to meet certain admission requirements. DOBA Business School recognises the following general international qualifications: 

Enrolment requirements

  • International Baccalaureate (IB) Diploma or European Baccalaureate Diploma or
  • High School diploma from an accredited institution or
  • Associate, Bachelor or Master Degree or
  • Equivalent to above options
     
  • Certificate confirming the knowledge of English (e.g. TOEFL: min score of 79 (IBT), IELTS: min score of 6 for English, Cambridge/Oxford: min B2 level)

Mandatory attachments

Immediately after submitting, the candidates shall send the following to the school’s address at DOBA Business School, Prešernova ulica 1, Maribor, Slovenia:

  • Copy of legalized (apostille stamp) certificate of completed higher secondary school
  • Copy of legalized (apostille stamp) transcript of records
     
  • Certificate confirming the knowledge of English (e.g. TOEFL: min score of 79 (IBT), IELTS: min score of 6 for English, Cambridge/Oxford: min B2 level)
  • Copy of a personal identity document
  • One Coloured Passport Photo

If your documents are not in English: A court certified translation of documents above into Slovenian or English

*Legalisation of the documents:

For countries which are Hague Convention signatories - According to the Hague Convention of 5 October 1961 Abolishing the Requirement of Legalisation for Foreign Public Documents (Hague Apostille Convention) the documents must be verified with APOSTILLE stamp.

For countries which are not Hague Convention signatories - Foreign certificates have to be verified in accordance with internal regulations of a specific foreign country, including the Ministry of Foreign Affairs. The stamp and signature of the authorised person from the Ministry of Foreign Affairs of your country have to be verified by the diplomatic consular mission or consular post of the Republic of Slovenia, which is accredited for this country, or by the Ministry of Foreign Affairs of the Republic of Slovenia.

You do not need to legalise (documents must be verified by notary) your diploma if you have finished your previous education in the following countries (due to bilateral agreements between countries): Bulgaria, Iraq, Algeria, Russia, Poland, Austria, France, Bosnia and Herzegovina, Italy, Slovakia, Czech Republic, Hungary, Croatia

**English Language Requirements

Candidates must present a language certificate of their English language skills. The minimum required scores are: TOEFL score of 79 (IBT), IELTS score of 6 for English, Cambridge/Oxford: B2.

If DOBA Business School concludes based on reasonable grounds that the applicant has falsified any document/information presented to the School as part of his or her application, without limiting any other rights of DOBA Business School available by law, DOBA Business School reserves the right to revoke the application and, subject to the applicable law and DOBA Business School Policy, to terminate a student’s registration and no fees paid are refunded. 

Tuition fee for the bachelor programme for the 2018/19 academic year:

  • EUR 4,200 per academic year
  • EUR 6,000 per academic year for non EU students
  • Reduced tuition for non EU students EUR 4,200 in 2018

The fee is inclusive of VAT. In the case of drop-out, the tuition fee is not refundable.

Your payment includes:

  • costs of education
  • all information support
  • access to the Blackboard online learning environment
  • online material that has been prepared by DOBA Business School for the courses
  • registration for the final exam (up to three times)
  • counselling before, during and after the course
  • tutor support 7 days a week

Your payment does not include:

  • Application fee EUR 300
  • diploma EUR 449

*All transaction charges have to be covered by the student.

Payment Options

Payments in cash should be transferred to:

Supplier Name

DOBA Business School

Address

PRESERNOVA ULICA 1
2000 MARIBOR
SLOVENIA, EU

Bank Name and Address

ABANKA VIPA D.D.
SLOVENSKA CESTA 58
1517 LJUBLJANA
SLOVENIA, EU

Account Name

DOBA FAKULTETA

Account Number

SI56 0510 0801 1838 648

Payment Currency

EUR

Bank SWIFT Code

ABANSI2X

 

All transaction charges have to be covered by the student.

If DOBA Business School concludes based on reasonable grounds that the applicant has falsified any document/information presented to the School as part of his or her application, without limiting any other rights of DOBA Business School available by law, DOBA Business School reserves the right to revoke the application and, subject to the applicable law and DOBA Business School Policy, to terminate a student’s registration and no fees paid are refunded.

Application deadlines

EU students: January 17 and August 15
Non-EU students: November 1 and May 31

Application for DOBA’s bachelor programme can be made online.

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