SUMAC course structure

Programs

21. 10. 2025

Sustainability in Marketing and Media Communication (SUMAC)

SUMAC is a three-year Bachelor’s program that takes a competency-based approach. The general objective is to provide practical problem-solving skills in the areas of communication, marketing, and media. The program enables you to develop skills in the field of intercultural communication. It equips you with analytical and abstract thinking skills and enables you to use media, especially social media, competently and sustainably. In addition, you will acquire sustainable and effective strategies for creating media products.

Program structure

The program covers four areas, each of which teaches specific skills that will enable you to act competently and find sustainable solutions.

Section 1 Communication in a global world

The aim is to acquire intercultural and sustainable communication skills and strategies that are essential in an international, globally networked working environment. You will be able to communicate appropriately and effectively in an international environment in various fields of work and activity, i.e., you will overcome cultural differences and achieve sustainable solutions despite differing interests.

Section 2 Media Analysis

You will acquire scientific working methods in the field of media studies. You will develop the ability to think analytically and abstractly, analyze media-mediated communication, and recognize hidden (political or social) interests. This area includes the acquisition of empirical methods of media analysis.

Section 3 Media literacy – media education – sustainable use of media in the digital world

Development of media literacy, sustainable use of media. You will learn to use media consciously and critically, especially in the area of social media. This includes the ability to critically question media-mediated communication, better recognize misinformation, and develop an ethical and responsible approach to media.

Section 4 Sustainable media production – sustainable marketing

Sustainable creation of media products: You will gain sustainable and effective strategies for creating media products in the areas of print media, radio, television, social media, multimedia design, marketing, campaigns, etc.

Types of courses

You will take three types of courses in which you will have to achieve a total of 180 ECTS credits.

Compulsory courses (92 ECTS credits in total) form the core of the program. You will take two compulsory courses in each section, which will familiarize you with the foundations of this area. The Bachelor’s Thesis Seminars I and II (20 credits in total) will help you choose a topic for your thesis and provide guidance on how to write it.
You can set priorities with elective courses (50 ECTS credits in total). There is a wide range of elective courses to choose from in each of the four areas (sections). These courses allow you to specialize in one or two of the study areas.
Optional courses (maximum 18 ECTS credits) can be taken at any faculty or department of Charles University. They will allow you to broaden your horizons beyond your field of study. These credits can also be used to follow elective courses. There is no minimum number of credits to be taken in this category of courses (that is, all 180 credits can be gained by taking only compulsory and elective courses).

Finishing your studies

To sucessfully graduate, you have to write a BA thesis and pass a state exam.

The BA thesis consists of two parts: a compulsory theoretical part and a practical part. The format of the practical part of the thesis may vary. As an alternative to a classic empirical study, the practical part of the thesis may also be a journalistic reportage, a marketing campaign, a podcast or similar topic-related practical work. The theoretical and practical parts of the thesis must be interrelated and form a coherent whole.

The state exam includes the thesis defense, a short presentation on a prepared topic and subsequent discussion.

Detailed course structure

First year

Section	Compulsory courses	Credits
–	Sustainability I: Fundamentals of Sustainable Development in Society (Social Sustainability)	8
1	Introduction to Social and Media Communication I	10
1	Intercultural Communication Management	8
2	Critical Media Literarcy	8
3	Audiovisual Interpretation of Reality	8
4	Principles of Marketing and Marketing Communication	8
4	Principles of Media Work 1: An Introduction to Technology and Storytelling	8

Section	Elective courses	Credits
1	Philosophy and (Un)sustainability	5
1	Media and Sustainability Communication	5
1	Aspects of Sustainability in Intercultural Communication	5
3	New Media Theories and Non-fiction Motion Picture in the Late Modern Media Environment	5

Second year

Section	Compulsory courses	Credits
–	Sustainability II: Fundamentals of Sustainable Development in Environment (Environmental Sustainability)	8
–	Sustainability III: Fundamentals of Sustainable Development in Economy (Economic Sustainability)	8
2	Methodology of Social Sciences	10
3	Children, Youth and Media	8

Section	Elective courses	Credits
1	Introduction to Social & Media Communication II	5
1	Media Archaeology	5
2	Linguistic Discourse Analysis as a Method in Media Research	6
2	Understanding Media Influence on Environmental Perceptions	6
2	Policy and Sustainability Issues	6
3	Children Youth and Sustainability	5
4	Sustainable Digital Marketing	6
4	Principles of Media Work 2: Multimedia Project Development	6
4	Sustainable Marketing Campaigns 1	6
4	Sustainable Marketing Campaigns 2	6
4	Sustainability as Topic in Media Communication 1 – from the perspectives of author, creator, producer	6
4	Sustainability as Topic in Media Communication 2 – from the perspective of industry – television, cinema, festivals	6