Business Administration: Marketing and Digital Communications

The Bachelor of Arts (BA) in Business Administration with a concentration in Marketing and Digital Communications prepares students to understand how brands connect with audiences in a fast-changing digital world. Combining business studies, marketing strategy, public relations, social media marketing, brand management, and digital communication, the program helps students develop the skills needed to create campaigns, analyze audiences, and communicate effectively across platforms.

Students learn how to turn creative ideas into strategic marketing campaigns while developing practical experience through client projects, presentations, and collaboration with industry professionals. Whether pursuing careers in digital marketing, advertising, PR, content marketing, market research, or brand strategy, graduates are prepared to work in industries where strong communication and audience insight are essential.

Prague is a growing hub for international business, creative industries, advertising agencies, startups, media organizations, and multinational brands. By studying marketing and digital communications in Prague, students gain exposure to real companies, international audiences, and professional networks across Central Europe.

The city’s international business and creative environment gives students opportunities to connect classroom learning with practical marketing challenges, from social media campaigns and brand storytelling to public relations to market research and digital communication strategy.

AAU combines business education with practical marketing and communications experience. Students benefit from dual US and EU accreditation, small class sizes, internship opportunities, industry-connected projects, and collaboration with professionals from organizations such as Bluewater Sweden, Cengage UK, and Mast-Jägermeister CZ.

This hands-on approach is especially prominent in the Public Relations course, where students work alongside professionals from the Association of Public Relations (APRA). APRA professionals serve as mentors and team leads, guiding student groups throughout the project. The course culminates in a “Dragons’ Den”-style presentation where teams pitch their strategic PR campaign proposals to a panel of PR experts, who then select the winning team.

How Does the B.A. in Marketing and Digital Communications Work?

Complete a  three-year bachelor’s degree in marketing and digital communications while earning qualifications recognized in both the United States and the Czech Republic. Students combine business fundamentals with specialized coursework in marketing strategy, digital communications, public relations, brand management, and social media marketing.To graduate, students must accumulate 90 US credits (180 ECTS credits) by completing 30 courses.

Having passed all the required and elective courses, students complete their studies by taking the graduation examination which includes a state exam covering the major module, a state exam covering the concentration module, and a thesis defense.

For more information on the modular structure and the program, please contact our admissions team at admissions@aauni.edu.

Students develop skills in marketing strategy, digital marketing, social media marketing, public relations, brand management, content creation, market research, audience analysis, campaign planning, persuasive communication, and presentation. Graduates learn how to understand consumers, build strong brand messages, and create marketing campaigns that support real business goals.

Upon completion of the Marketing and Digital Communications program, students will be able to:

Internships are a required part of the program. Students can complete their internship at companies such as Microsoft, Nike, Havas Prague, L’Oréal, Optimist Creative Agency, and more, allowing students to apply classroom knowledge, build professional networks, and strengthen their career prospects before graduation.

Graduates of the Marketing and Digital Communications program are well-prepared for a variety of roles in the business world. Some potential career paths include:

Overall, graduates of this program possess a versatile skill set that equips them to thrive in dynamic and competitive business environments, where marketing and digital communication play integral roles in achieving organizational success.

Yes. Graduates receive a degree recognized in both the United States and the Czech Republic through AAU’s dual accreditation, creating opportunities for marketing careers, international employment, and postgraduate study around the world.

The degree awarded is concurrently recognized as a Bachelor of Arts (BA) in the United States, as per AAU’s accreditation by the WASC Senior College and University Commission, and as a Bakalář (Bc.) in Czechia, as per AAU’s accreditation by the National Accreditation Bureau for Higher Education (NABHE). Graduates may select whether to use the U.S. post-nominal or the Czech pre-nominal title.

The Marketing and Digital Communications concentration is accredited by the Academic Quality Assurance Board of Anglo-American University. Its completion will be indicated on the transcript and diploma supplement.

We provide a range of scholarships, tuition discounts, and financial aid options to help make quality education more accessible. To learn more, please visit our dedicated Financial Aid & Scholarships page.