CONTENT AND CHARACTERISTICS OF THE STUDY
The study of Marketing Communication at the Faculty of Arts at the Comenius University was the first of its kind established (under the name of Promotion) in Slovakia. It includes not only the fields of advertising and promotion, but also other components of marketing communication, i.e. public relations, direct marketing, sales promotion, etc. The aim of the training is to prepare qualified workers in the field of marketing communication (advertising manager, advertising copywriter, scriptwriter, client relations specialist, etc.). The individual study disciplines in the theory and history of advertising, promotion and related fields also correspond to the requirements of the graduate in practice. Therefore, in addition to professional subjects (creation of promotional media, theory and history of marketing communication), emphasis is placed on study of the Slovak language, psychology, the sociology of advertising, speech communication, art studies, etc. Economic disciplines, such as marketing, are also an essential part of this. The basics of theoretical and practical knowledge in the fields of public relations, exhibition design and screenwriting are of similar importance. Other fields of study, such as advertising law and ethics, advertising agencies, advertising graphics, music in advertising, arrangement, aesthetics, etc., are of a complementary nature. The applicant should have good communication and organisational skills, a general socio-political overview, a positive attitude to literature and language in general, as well as to art education. Graduates of this field of study have good employment in advertising agencies, public relations agencies, other areas of marketing communication, as well as in promotional or marketing departments of economic entities and social organisations in the Slovak Republic.
BASIC STUDY PREREQUISITES AND REQUIREMENTS
The applicant should have good communication and organisational skills, a general socio-political overview, a positive attitude to literature and language in general, as well as to art education.
PROFILE AND EMPLOYMENT OF GRADUATES
Graduates of this field of study have good employment in advertising agencies, public relations agencies, other areas of marketing communication, as well as in promotional or marketing departments of economic entities and social organisations in the Slovak Republic.
ENTRANCE EXAMINATION REQUIREMENTS
1. general aptitude test as part of the National Comparative Exam provided by www.scio.cz, s. r. o.
2. Entrance examination of specific study prerequisites, conducted by the Faculty of Arts of Comenius University
The Specific aptitude test will consist of two parts:
A – own creation I. (on-site interviews) Applicants will be given a topic (product, service, event), e.g. CASIO watches, the fight against AIDS, etc., which they will process into a picture-text advertisement within the time limit. The primary criteria evaluated are the originality of the idea, the quality of the headline or slogan, the graphic design, the expected economic efficiency, as well as the content, language, grammar and stylistic level of the text.
B – own creation II. (at the interview site) Applicants will be given about 5–10 unrelated expressions (e.g. table, piano, duck, floppy disk...) from which they have to create a short effective advertising text for any product. They are evaluated on the originality of the speech, the headline, the effectiveness, the content, the language and the stylistic level of the advertising speech.
Recommended Literature for the Examination of Specific Study Prerequisites:
HORŇÁK, P. Kreativita v reklamě (Creativity in Advertising). In. 1. Zlín: VeRBuM, 2014, 293 s., ISBN 978-80-87500-49-1
HORŇÁK, P . Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. (Advertising: Theoretical and Historical Aspects of Advertising and Marketing Communication.) 2nd extended ed. – Zlín (Czech Republic) : VeRBuM Publishing House, 2018. – 398 p. ISBN 978-80-87500-94-1