Charles University
Sustainability in Marketing and Media Communication (SUMAC)
Overview
OverviewThe Sustainability in Marketing and Media Communication (SUMAC) programme at Charles University explores how sustainability can be communicated effectively through marketing, media content, and data-driven storytelling. You will learn to analyse media messages, create responsible campaigns, and apply sustainability principles to communication processes.Key factsSUMAC combines communication and media studies with marketing and sustainable development. You will develop skills in intercultural communication, media literacy, and the critical evaluation of content across traditional and digital channels, including social media. Through practical work, you will produce media outputs such as visual materials, written content, and video, while assessing how campaigns influence public understanding and environmental impact.After graduationGraduates can pursue roles in communications and media teams, sustainability-focused marketing, media analysis, and content strategy. Opportunities may include work with public institutions, NGOs, media agencies, and corporate communications departments in the Czech Republic and internationally. The programme also provides a foundation for further study at Master’s level.
About this programme
Overview
The Sustainability in Marketing and Media Communication (SUMAC) programme at Charles University delves into the effective communication of sustainability through marketing and media content. Students will gain skills in analyzing media messages, crafting responsible campaigns, and applying sustainability principles throughout communication processes.
What you'll study
Modules include:
- Communication in a global world — Explore intercultural communication, audience analysis, and communication strategies within international contexts.
- Media Analysis — Engage with critical approaches for interpreting media content, focusing on framing, agenda-setting, and persuasive communication.
- Media literacy – media education – sustainable use of media in the digital world — Learn to evaluate digital content, understand media ecosystems, and promote responsible media use.
- Sustainable media production – sustainable marketing — Discover principles for creating sustainability-oriented content and designing marketing communication that aligns with sustainability objectives.
Practical learning components typically involve: content creation tasks, campaign and message evaluation exercises, and applied work linking sustainability themes with various media formats, including text, visuals, and video.
Entry requirements
While specific academic entry criteria, including required qualifications and minimum grades, are not detailed here, prospective students should verify the exact eligibility requirements with Charles University for this programme.
Career prospects
Graduates of the SUMAC programme can pursue a variety of roles within communications and media teams, focusing on sustainability-driven marketing, media analysis, and content strategy. Potential career opportunities may exist within public institutions, NGOs, media agencies, and corporate communications departments, both in the Czech Republic and internationally. Additionally, this programme provides a strong foundation for further academic study at the Master’s level.
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