Pilsner Urquell in the Course International Marketing Communications

On March 2nd, 2022, within the course International Marketing Communications (2MO525 / 2MO506) students were assigned new projects for Spring Semester 2022. The project assignments were presented to students by Kristýna Tereková (Senior Brand Manager Pilsner Urquell).

Regular cooperation on various projects with Pilsner Urquell has been active on a semestral basis since 2017. In the previous semester (WS 2021), projects focused on designing marketing communication connected to the launch of a new product on the Czech market and a CSR campaign for the Radegast brand. On December 15, 2021, the three best teams presented their work to the company representatives. The projects were evaluated by members of the marketing team (Pilsner Urquell) and teachers from the Department of International Business. On behalf of Pilsner Urquell Kristýna Tereková (Senior Brand Manager Pilsner Urquell), Lucie Pazderská (Senior Brand Manager Velkopopovický Kozel) and Roman Trzaskalik (Marketing Director CR&SK) were present during the final project presentations.

Within a strong competition, the three best teams were selected among 18 student teams working on the same assignment. By the winning projects, the company representatives appreciated both the well-performed analysis of the market and target groups, as well as the original and at the same time feasible creative solutions.

In the course International Marketing Communications (2MO525 / 2MO506), projects assigned by companies build a standard part of students’ work in each semester. In the past, projects were assigned, for example, by Škoda Auto and the Czech Association for Rare Diseases (Českou asociací pro vzácná onemocnění). The course is taught in English in mixed groups of Czech and foreign students. In addition to practical experience with a specific real project, students gain experience working in an international team.

Students may meet interesting guest speakers from the marketing field also in the course International Marketing (2MO401) granted by the Department of International Business. In the past, Barbora Kratochvílová (Marketing Director Procter & Gamble), Andrej Murgas (Market Strategy & Planning Manager Oral Care – Central Europe Procter & Gamble) and Grant McKenzie (Chief Marketing Officer and Asahi Europe & International) have held guest lectures.