Final application for Visegrad grand, communications with lectures, translation and creatiob letter of agreement in english

1. Serial Number: 61450041 Visegrad University Studies Grant—Course/Program
VISEGRAD UNIVERSITY STUDIES GRANT APPLICATION FORM
I. Applicant – Organization
Name of the organization in its original language (transcribed into Latin alphabet where
applicable): Paneurópska vysoká škola, Fakulta ekonómie a podnikania
Name of the organization (official translation in English): PAN EUROPEAN UNIVERSITY,
Faculty of economics and business
Address: TOMÁŠIKOVA 20, 82102 BRATISLAVA, SLOVAKIA
ID No.: 36 077 429
II. Coordinator
Name of the coordinator of the course/program: Assoc. Prof. Sona Supekova Ph.D.
Coordinator phone: +421 2 6820 3646
E-mail: sona.supekova@paneuroni.com
Website: www.paneurouni.com
Passport No.: ۞
III. Course Teachers/Lecturers
Teacher/Lecturer no. 1: Prof. Miroslav Foret Ph.D.
Phone: +421 2 6820 3646
E-mail: miroslav.foret@paneurouni.com
Website:www.paneurouni.com
Passport No.: ۞
Teacher/Lecturer no. 2: Assoc. Prof. Soňa Supeková PhD.
Phone: +421 2 6820 3646
E-mail: sona.supekova@paneurouni.com
Website:www.paneurouni.com
Passport No.: ۞
IV. Name of the course/program (in the original language of instruction)
Marketingová Komunikácia v podmienkach krajín V4
V. Name of the course/program (in English)
Marketing Communication in Conditions of V4 countries
VI. Brief course/program reasoning
To give a comprehensive overview of the contemporary concept and content of integrated
marketing communication in V4 countries. To develop a unified, primary knowledge required
for university studies. During the course of the semester students will familiarize themselves
with complex marketing communication tools, their potential application and limitations in
V4 countries.
VII. Tentative time frame of the course/program
1st enrollment
Preparatory works: March-June 2015 – e-mail communication with guest lecturers,
specification of each lesson prepared by guest lecturers and lecturers, preparing presentations,
study materials for students, acquisition of books to university library.

2. September 2015 – the start of course – winter semester of 2015/2016, 12 times lessons of 3
hours presentation theory and Case studies, 1 hour practical exercise and discussion
1 Communication and Mass media. Theory and Case study (CS) from the Slovakia
2 Corporate Communication. Theory and CS from guest lecturer (GL). (organization
identity, culture, image)
3 Empirical research in communication with customers, general and in the V4 countries
conditions-GL.
4 Segmentation of market, tools of marketing communication. CS. GL
5 Strategy of marketing communications. CS. GL
6 Marketing communication: Promotion Opportunity. CS. Midterm Exam. GL
7 Advertising, sales promotion and personal
Selling in V4 countries. CS. GL
8 Public relations (sponsoring). CS. GL
9 Direct marketing and internet. CS. GL
10 New trends in the marketing communications. CS. GL
11 Comparison of marketing communication trends in V4 countries using the previous
Case studies and marketing research. CS.
12 Marketing communication in public administration. CS from V4 countries.
13 Final Exam, presentation of the students projects, written exam (December 2015)
Excursion for students to advertising company during the semester.
January-June 2016 preparing and printing of monograph as a study texts for students.
Updating syllabus of course using practical experience of guest lecturers.
2nd enrollment – September-December 2016 winter semester-teaching of course, the same
structure as 1st en. updated, using new study texts.
3rd enrollment - September-December 2017 winter semester-teaching of course, the same
structure as 2nd en.
VIII. Brief course/program description
Marketing Communication in the conditions of V4 countries is a compulsory course for the
graduate students of the International Business department. The Master degree program
named Economics and Management of International Business is connected to cross-cultural
and cross-boarder differences. This course will examine the theory and techniques applicable
to all the major marketing communication functions: advertising, public relations, direct
marketing, sales promotions, online communication and direct selling. Moreover, it will
provide a knowledge base that will allow students to research and evaluate a company’s
marketing, promotional situation and use this information in developing effective
communication strategies and programs.
IX. Language of instruction
(and languages in which the guest lecturers will deliver their lectures)
Slovak, English (lecturer from Hungary and Poland), Czech (lecturer from Czech Republic)
X. Number of students planned to be enrolled in the course/program (per academic year)
40
XI. Please specify the target groups for which the course/program is designed
Master Degree, 1st class of the program Economics and Management of International
Business

3. XII. Please specify what competencies the course/program will give to its
attendees/graduates
Student will obtain after completion of this course the following skills and knowledge:
- Acquisition of data based on knowledge of marketing research, planning of marketing
research
- Creation of marketing communication plan for internationally active companies.
- Outline the principles of marketing research, how data can be obtained through both
primary and secondary methods and the strengths and weaknesses of qualitative and
quantitative approaches.
- Background of the marketing planning process and the links between each stage of the
process.
- Explanation of the role of marketing communications and how the tools of the
communications mix can be coordinated effectively.
- Developing of marketing communication plans and brand support activities based on an
understanding of the salient characteristics of the target audience.
- Explanation the importance of developing long term relationships with customers, channel
members, agencies transfer such knowledge to the development of marketing communication
activities.
- Methods of evaluating, measuring and controlling tools in the marketing communications
mix.
XIII. Duration of the course/program
48 hours – 1 semester (winter semester)
XIV. Periodicity of the course/program
Once per academical year in the winter semester
XV. Type of the course (only if applying for support of the course)
Lecture 3 hours/ 1 hour practice excercise
XV. What degree (in what discipline) will the graduates of the program earn? (only if
applying for support of the program)
XVI. ECTS credits to be received within the course/program
5
XVII. Added value of the course/program, outputs
The financial grant will allow to invite foreign lecturers from Hungary, Poland and the Czech
Republic in Sovakia. Moreover, Marketing communication in context of curriculum of
international business requires examples from outside. In the first year will be enriched library
of selected study literature in English. In sum, as a priority by the authors of the V4 countries
and lecturers will be prepared on the practical examples from their countries monograph,
which will serve students as one of the study materials.
XVIII. Sustainability
Course Marketing communication in the conditions of the V4 countries will be part of the
program Master degree as elective subject over the next five years and since now will be

4. included in a rather complex accreditation of PEU in two programs for Master Degree.
XIX. Final assessment
On specified dates in the syllabus, students will work in groups of 3-6 students to develop ad
campaigns, press releases, and other elements of the promotional mix. This is designed to
provide students with real hands-on experience to prepare them for the deadline-driven
professional world. All projects will be presented in-class at the end of class on the date
assigned. Final assessment will be given in all sections of lecture and seminar course unless
exempt under the provisions of syllabus as a written exam.
XX. Guarantee/Supervisor of the course/program
Guarantee / Supervisor no. 1: Professor PhDr. Miroslav Foret, CSc
Position: Professor
Organization/Organizational unit: Pan European University, Faculty of Economics and
Business
Address:Tematinska 10
Phone: +421 2 6820 3646
E.mail: miroslav.foret@paneurouni.com
Guarantee / Supervisor no. 2: Assoc. Prof. Sona Supekova
Position: Associated Professor
Organization/Organizational unit: Pan European University, Faculty of Economics and
Business
Address:Tematinska 10
Phone: +421 2 6820 3646
E-mail:sona.supekova@paneurouni.com
XXI. Guest lecturers
Guest lecturer no. 1: Ass. Prof. Jitka Volfova
Citizenship: czech
Position: Assistant Professor
Organization/Organizational unit: University of Economics, Prague/ Faculty of International
Relations/ Department of Retailing and Commercial Communications
Address: W. Churchill Sq. 4, 130 67 Prague 3,Czech Republic
Phone: +420 224 09 5258 / +420777207378
E-mail: jitka.volfova@vse.cz
The lecturer’s experience and his/her role in the course/program:
Courses in marketing; Communication Skills Training, Retail Marketing.
Guest lecturer no. 2: Assoc. Prof. Eva HAPP
Citizenship: Hungarian
Position: Associate Professor, vice dean
Organization/Organizational unit: University of West Hungary Faculty of Economics/Institut
of Management, Leadership and Marketing
Address: 9400 Sopron, Erzsébet u. 9. Hungary
Phone: +36 20 9494 583
E-mail: eva.happ@ktk.nyme.hu
The lecturer’s experience and his/her role in the course/program: Courses in Marketing,
International Marketing and Marketing Communication in Hungarian, German and English

5. Guest lecturer no. 3: Přemysl Pruša
Citizenship: Czech Republic
Position: Assistant Professor
Address: University of Economics, Prague/ Faculty of International Relations, W. Churchill
sq. 4, 130 67 Prague 3,Czech Republic
Phone: +420 604 232 822
E-mail: prusa@vse.cz
The lecturer’s experience and his/her role in the course/program: Retail marketing, Retail
management, Brand Management
Guest lecturer no. 4: Danuta Szwajca
Citizenship:
Position:
Address:
Phone:
E-mail:
The lecturer’s experience and his/her role in the course/program:
XXII. Budget breakdown (by years/enrollments)
At attachment.
XXIII. Previous experience with the IVF
The Pan European University in Bratislava, Faculty of Economics and Business has not
experience with the IVF.
XXIV. Declaration
I declare that all information provided in this application and the attachments thereto is true. I
agree that the International Visegrad Fund processes personal data contained in this form. I
agree with the publication of the results of the Visegrad University Studies Grant
course/program form for promotional purposes.
In Bratislava on 10. 11. 2014
………………………………………………………..
Signature of the Coordinator
Assoc. Prof. Sona Supekova
…………………………………………………………
Signature and Stamp of the Statutory Representative
Ass. Prof. Emil Pejko