Planning a promotional event, working with a digital creator and checking whether a campaign has really worked are the core skills of Applied Communication – Event and Influencer Marketing, an English-taught master’s specialisation at the Pontifical University of John Paul II in Kraków. Alongside events and influencers, students cover branding, public relations and promotional design – and at the end you can check whether this kind of communication work is something for you.
Applied Communication – Event and Influencer Marketing is a specialisation of the second-cycle programme Komunikowanie promocyjno-wizerunkowe – reklama, branding, public relations, which can be translated as promotional and image communication: advertising, branding, public relations. It is run by the Faculty of Communication Sciences at the Pontifical University of John Paul II in Kraków and is taught entirely in English. The studies are full-time, last two years (four semesters) and have a practical profile. Graduates receive a master’s degree (magister).
The university describes event marketing and influencer marketing as two of the fastest-growing areas of marketing communication, and the specialisation is built around both. On the event side, students learn how to plan and run promotional events and how to manage marketing, cultural and corporate events. On the influencer side, they learn to design and carry out influencer campaigns, work with digital content creators and engage audiences through social media.
The two strands are not treated as separate worlds. Students also build brand communication strategies that combine traditional and digital media, so that an event or a creator campaign becomes part of a wider plan for a brand or an institution and helps to shape its image.
Beyond events and influencers, the specialisation covers the classic toolkit of promotional and image communication. According to the faculty, students develop competences in:
The last point gives the studies an analytical dimension next to the creative one: the programme is not only about producing campaigns, but also about judging whether they achieve what they were meant to achieve.
Classes are taught by academics together with industry practitioners. The practical profile of the programme is supported by the Academic Media Centre (Akademickie Centrum Medialne), whose facilities the university presents as offering very good conditions for developing practical and professional skills. Communication tasks are therefore not only discussed in theory, but also worked on with the equipment and support the centre provides.
The faculty describes its graduates as specialists who combine creativity with strategic thinking, follow high standards of media and communication ethics and use modern marketing tools. The professional profile in the university’s course catalogue adds that graduates are prepared to work in promotional communication, using current technologies, tools and methods of image, advertising and branding communication.
The same profile presents them as public relations specialists who promote positive values and manage information in social communication, and as people able to design, organise and manage promotion with the help of modern design tools and computer graphics.
The career paths listed by the university include roles such as:
Graduates can also look for work in creative, marketing and event agencies, in digital marketing and e-PR, and in promotional design, DTP and computer graphics. The master’s degree also gives access to a doctoral school or postgraduate studies for those who want to continue their education.
The specialisation is aimed at students who want practical skills in event marketing and influencer marketing. As a second-cycle programme, it is intended for candidates who already hold a higher education diploma, and applications are submitted through the university’s online registration system (IRK). Candidates with diplomas obtained abroad need additional documents, including sworn translations of the diploma and transcript and a document confirming language proficiency. Current admission rules and fees are worth checking on the university’s admissions website, as they vary between intakes.
Applied Communication – Event and Influencer Marketing is a two-year, full-time, English-taught master’s specialisation at the Faculty of Communication Sciences of the Pontifical University of John Paul II in Kraków. It combines event planning and influencer campaigns with branding, public relations, promotional design and the analysis of communication effectiveness.
With a practical profile, teaching by academics and practitioners and access to the Academic Media Centre, it is aimed at graduates who want to work where brands, events and digital creators meet, from agencies to marketing, PR and digital communication roles.
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