Study form

Why study this specialization?

The specialization is intended mainly for creative people who want to learn how to build a love brand, prepare advertising campaigns or use the full potential of social networks. In addition, the teaching focuses on the basics of psychology, personality psychology and the improvement of communication skills, thanks to which students will learn to use the psychology of persuasion to their advantage in dealing with customers.

It is possible to study Destination and Tourism Management (Ing.) Without prior study in the same field.

The specialization is taught only in the Czech language.

Graduate profile

Where can a graduate of the specialization apply?

Profile courses

Marketing strategiesMarketing research methodologyE-business in the HORECA sectorMarketing analysis

Graduate profile

Marketing managerDigital Marketing ManagerPR workerTV workerKey account manager

Benefits of studying at UCP

Individual approach

Classes take place in small groups.

Top experts

You will be taught by managers, entrepreneurs and other experts from practice.

Interesting internships

The opportunity to work with our partners.

No more learning by heart

More critical thinking and practical experience.

Excellent facilities

UCP has 2 restaurants and bars.

Erasmus +

Possibility to travel to dozens of countries.

What awaits you during your studies?

Listen to what Ing. Štěpán Chalupa , Ph.D., Head of the Marketing Department has to say about the program.

Indicative study plan

Semester Name of the subject
Fall Macroeconomics for master's studies
Fall Tourism Management
Fall Strategic management
Fall Marketing analytics
Fall Applied Statistics
Fall English language
Semester Name of the subject
Spring Microeconomics for master's studies
Spring E-business in the HORECA sector
Spring Marketing strategies
Spring Research methods
Spring Financial management of the company
Spring Marketing research
Spring English language
Semester Name of the subject
Fall Digital marketing
Fall Managerial accounting
Fall Project management
Fall Quantitative methods in management
Fall Seminar on DT
Fall Practice
Semester Name of the subject
Spring Marketing of small and medium-sized companies
Spring Public finance
Spring Pre-state-exam seminar
Market psychology and consumer behavior
Semester Name of the subject
Social marketing
International business in hospitality and gastronomy
Foreign language
Operation of a marketing agency
Selected marketing activities
Editorial work
Quality management systems

We care about students

Satisfied students are our best business card.<


What I liked most at UCP was the connection of professional theory with practice. What we learned in class, we could then try in practice. It is a great preparation for all future hoteliers. I will always remember my studies very fondly, it was a good decision.


Three years at UCP fly by in the blink of an eye. The friendly atmosphere, the professionalism of the academic staff, the topicality of the topics covered and the close connection with practice are just a small list of things that can be characterized by UCP. It thus becomes a great springboard for creating your own future.


UCP gave me a broad perspective. I can work in the hotel industry, but also in gastronomy, tourism or marketing. The hotel industry has always attracted me and now, as a graduate, I have a great chance to apply myself in it. The teachers are people in the right place who have rich experience and try to pass on as much as possible to the students

Selected school partners

Don't be afraid to want more,

Let's do it together.

If our offer appealed to you, fill in a non-binding registration for the study. The entire admission procedure is free of charge. Alternatively, test your knowledge in our quiz.

Application Quiz
University College Prague

University College Prague

Open door day

Come and see how our premises look like! We regularly organize open door days in each city.

24. 5. 2024 - 15:00Prague
13. 6. 2024Bratislava
Indiv. appointmentZnojmo


You can arrange an individual date.