Core Competences in Communication

Studia podyplomowe Kluczowe Kompetencje w Komunikacji, to studia prowadzone w języku angielskim. Warunkiem uczestnictwa jest znajomość języka angielskiego na min poziomie B2. Świadectwo ukończenia jest potwierdzeniem znajomości tego języka na poziomie biegłości językowej co najmniej B2. Kadrę stanowią profesjonaliści znający zagadnienia komunikacji potrzebnej w środowisku międzynarodowym. Zajęcia będą prowadzone w systemie hybrydowym.

Adresatami studiów są doktoranci wszystkich szkół doktorskich z każdej dyscypliny naukowej, którzy chcą nabyć kompetencje z zakresu komunikacji w języku angielskim oraz pozyskać wiedzę z zakresu marketingu, przydatną w budowaniu pozycji rynkowej. A także osoby pracujące w firmach lub mający kontakt z środowiskiem międzynarodowym.

The educational goal of the program is to build competences connected with a wide range of competences in the area of communication and marketing. Participants of the program will have acquired theoretical knowledge and practical competences of different units of becoming a successful professional in order to build a strong position in the market and adapt to its needs. 

Module 1 Communication

• Personal Competences
• Communication Process
• Interpersonal Skills in Management
• Empathy in communication (NVC)
• Influence and Negotiations
• Mentoring and Professional Development
• Collaboration and Partnership
• Digital Communication
• Writing for Professional and Business Purposes
• Effective Presentations

Module 2 and Module 3  Marketing, Business Competences and examples

• An introduction to marketing
• Marketing theory on the basis of Marketing-Mix

1. Maslow's Hierarchy of Needs
2. From 4 Ps to 7 Ps
3. Strategic approach based on example

• Marketing tools

1. Boston Consulting Group Matrix
2. A PESTEL analysis
3. The Ansoff matrix
4. The Balanced scorecard
5. Swot Analysis
6. Stakeholder Mapping
7. Strategic approach based on example

• Segmentation, targeting, positioning & the buyer persona- Strategic approach based on example
• Explaining the Consumer Decision Making Process
• Crucial topics to understand modern marketing

1. Artificial Intelligence for marketing automation
2.  Agile marketing
3. "Segments of one" marketing
4. Contextual technology
5. Facial recognition and voice tech for marketing
6.  The future of Customer Experience (CX)
7. Transmedia storytelling
8.  The "Whatever-Whenever-Wherever" service delivery
9.  "Everything-As-A-Service" business model
10.  Internet of Things and blockchain for marketing
11.  Virtual and augmented reality marketing

• Transformation from marketing 2.0 to marketing 5.0.
• Sum up

Module 4 Business Plan

• Determining the objectives and assumptions of the business

1. Identifying the business idea
2. Analyzing the market and competition
3. Identifying the target audience
4. Conducting a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

• Marketing plan

1. Determining the marketing strategy
2. Selecting promotional channels
3. Determining the pricing of products or services
4. Analyzing distribution

• Financial analysis

1. Determining start-up costs
2. Conducting profitability analysis
3. Forecasting expected profit and loss
4. Identifying sources of business financing

• Operational plan

1. Determining business processes
2. Identifying tasks and responsibilities of employees
3. Determining action plans to increase efficiency

• Business development plan

1. Identifying long-term goals
2. Determining action plans to expand market reach
3. Determining action plans for product or service development

• Summary

1. Presenting conclusions resulting from analyses and action plans
2. Identifying potential threats and ways to avoid them
3. Determining the principles of monitoring and verifying the implementation of the business plan.

business plan

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