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B.A. in Business Administration: Strategic Marketing Analysis & Planning Emphasis

Anglo-American University
3 years
Full time
Bachelor's degree
Scholarships available

Program description

Learn the Skills, Concepts, and Language Necessary for Strategic Marketing

BA programAt AAU’s School of Business Administration, we’ve designed a unique program that emphasizes the skills, concepts and language of strategic marketing.

You will learn the logic of strategic marketing and how to appropriately use and modify quantitative and qualitative methods for analyzing market data and making strategic marketing decisions.

To give you the greatest advantage in a fast-paced global economy, we will help you develop your business skills by providing you with a working knowledge of economics, management, finances, and marketing, while also helping you master the written and verbal English skills necessary for international business.

What skills and knowledge will you get?

As our graduates you can expect to:

  • Understand the role marketing plays in a company’s overall operations
  • Develop effective marketing and communications strategies
  • Understand and use best practices in social networking and internet technologies in general
  • Be able to craft and design compelling marketing campaigns from both a design and management perspective
  • Be able to identify, describe and discuss complex problems and solutions to international audiences

What positions will you be eligible for?

  • You will be prepared for analytical and managerial positions in marketing planning and strategic marketing departments of international companies
  • Moreover, the degree will serve as a foundational step towards a Master’s or Doctoral degree at respected universities around the world

This is a full-time program worth 180 ECTS credits (equivalent to 90 US credits). The standard time of completion is 3 years. Graduates receive a dual-accredited bachelor’s degree and they may use either the Czech “Bc.” or the American “B.A.” 

The B.A. in Business Administration- emphasis on Strategic Marketing at Anglo-American University in the Czech Republic is an top-quality, English-taught education program which provides students with an in-depth knowledge in strategic marketing.

Students enrolled in AAU's Bachelor in Business Administration - Strategic Marketing learn from field professionals and experts in small, interactive, multicultural classes. The curriculum includes marketing, intercultural communications, public relations, each emphasizing the concepts, language, and skills of strategic marketing.

The B.A. in Business Administration - Strategic Marketing teaches from a design and management perspective, covering strategic marketing and the use of both qualitative and quantitative methods for marketing data analysis and strategic marketing decisions.

Strategic marketing students develop a portfolio of business administration skills and working knowledge in finance, management, economics, and marketing. In addition, students master verbal and written English skills, necessary for international business.

Upon completion of the B.A. in Business Administration - Strategic Marketing, graduates are well-prepared to launch successful careers in management and analyst positions within strategic marketing for international business.

Admission requirements

In order to apply for an undergraduate (bachelor’s degree) program at AAU, applicants must submit a completed Application Form (which can be filled out online) and ALL of the documents listed below. The documents need to be in English and non-English documents must be certified by an authorized translator.

  • High school diploma (or its equivalent, e.g. an IB diploma, A levels certificate, etc.)
  • A copy of your transcript
  • Curriculum Vitae / resumé 
  • Copy of ID / passport
  • Passport size photograph
  • Personal statement
  • Two references (describing their relationship to you)
  • Language exam results (see below) unless you qualify for an English exam waiver

Minimum qualifying English test scores for undergraduate applicants:

  • TOEFL (iBT min. 71, PBT min. 525)
  • FCE (mark A or B)
  • CAE (min. 160)
  • IELTS (min. 6 – minimum of 5.5 in each subtest)
  • BULATS (min. 60)
  • City & Guilds - IESOL (Communicator)
  • Pearson PTE (min. 59)
  • IGCSE First Language English (C or better)
  • IGCSE English as a Second Language (B or better)
  • IB (English A or B at HL/SL)

Successful applicants from this first stage are then invited to an interview (in person or via Skype) with the Dean or Assistant Dean of the School of their choice.

Students who fall short of the required score for the respective language tests or who fail to demonstrate sufficient English proficiency later during the interview may be exceptionally admitted provided that they meet all other requirements. Such students will not be able to progress in their studies beyond several introductory courses until they present a sufficient score in one of the recognized English language proficiency tests. AAU provides an Intensive Academic English Program and other non-credit remedial courses to help such students improve their English and achieve the required standards.

The application fee is CZK 500 and the admissions fee is CZK 1 500.

Tuition fees

The amount of tuition for a full-time undergraduate program (90 US / 180 ECTS credits) at Anglo-American University is CZK 450 000 in total. This is roughly USD 18 750 or EUR 16 667. One semester at 5 courses per semester costs CZK 75 000 (roughly USD 3 125 or EUR 2 778).

Please note that our tuition rates are fixed in CZK and the amount in USD or EUR may vary depending on the current exchange rate. The amounts listed here are according to the rates of CZK 27/EUR 1 and CZK 24/USD 1.

Merit-Based Scholarships and Financial Aid

The best students at AAU can study for free! Through a series of financial incentives, you can better manage your tuition costs, helping keep a distinguished education affordable. We provide scholarships based on academic achievement measured by a student’s Grade Point Average (GPA). Your GPA is calculated cumulatively from the beginning of your studies at AAU. To be eligible for themerit-based scholarship, you must have already completed two full-time semesters and have taken at least 4 courses the previous semester. The level of your GPA then determines the tuition discount as shown in the table below. Typically, over 11% of our degree-seeking students receive this scholarship and it may range from 10% to 100% of your tuition covered depending on your GPA.

Financial aid is also available in the form of manageable installments of tuition, as well as the opportunity to work at AAU while you study.


Graduates receive a dual-accredited Bachelor of Arts degree in Business Administration: Strategic Marketing Analysis and Planning Emphasis with both the Czech "Bc." and the American "B.A." on their diplomas. This is not a dual degree and only one of the two versions may be used as a title.

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About school

Anglo-American University

Study at Anglo-American University and open your doors to the world.

AAU is a noted center of academic excellence where students from all over the world come to pursue academic studies in an international hub that encourages intellectual curiosity, leadership, cooperation, and respect for cultural and national diversity. With AAU's multitude of...

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Contact info

Anglo-American University

Letenská 5
118 00 Prague 1
Czech Republic

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