Viral and Guerilla Marketing International Relations & Political Science Program Fall 2023 Semester CEA & UNYP - Prague

The course creates a solid understanding of Below the Line (BTL) Marketing Techniques - both from a theoretical and practical standpoint. Major emphasis will be on the planning and
carrying out of real and actual street promotions. Students will also work in teams to plan, film, edit & upload real videos that should go viral. This class is extremely practical in nature and will give participants real experience with physical promotional creation. Understand the role and necessary personality traits of a Marketer who must deal with a limited budget; develop an advanced understanding of advanced promotional tools; and practice actual street marketing. Marketing is more than advertising. It might be said to include such vital steps as finding a need, helping to design a product and developing and executing a marketing program. At a very fundamental level, it is about creating relationships with customers by providing value – a relationship that applies to businesses as well as non-profit organizations, political groups and others trying, for instance, to deliver services or build support for their ideas. This course will introduce students to the theory and application of Below the Line promotional strategies based upon the 4th P of marketing. Special emphasis is paid to Guerrilla, Viral & Social Media as a platform for creating brand communication.