Studying digital marketing in the Czech Republic: My summer well spent

• By: Sadudee Yuthiwattana, International Business with a Language (Chinese), Year Three (International Business School Suzhou, Xi'an Jiaotong-Liverpool University)
• Summer Experience: Two-week digital marketing course at Masaryk University in the Czech Republic
• Nationality: South African and Thai

I had always wanted to go to Europe. Being a half-Thai, half-South African, China-raised business student, Europe always felt a bit out of my reach. February 2024 came around, and I received an email from XJTLU promoting summer school programmes at its partner universities.

I scrolled through them and saw one that caught my eye – a two-week programme at Masaryk University in the Czech Republic. Other than it being in Europe, it was a course in digital marketing – exactly what I plan to specialise in. This felt like the perfect opportunity for me to expand not just my view of the world, but my skillset and knowledge within the field as well. I thought to myself – what’s the harm in just applying? So, I went for it. A week later, I got the acceptance email. I was going to Europe!

Landing in Czechia was surreal. I got a train from Prague, the capital, to Brno, where Masaryk University is. The scenery on the way was of forests and quaint towns just like I’d seen in the movies – nothing like anything where I was from. I arrived in Brno and got a taxi to the hotel arranged for Masaryk students.

The driver told me on the way of how he had come to Brno on holiday when he was 18, met his current wife at a disco here, and then one week later moved his entire life to Brno. He never looked back. Clearly, I was in a good place.

With a friend (left) who came from Brazil, wearing our Masaryk University tote bags

I got to the hotel, checked in, and went out for Indian food with some of the new arrivals – a few of whom became my immediate best friends, people who I still speak to often. The next day was for orientation activities, where we explored the city and then had a buffet dinner at a huge pub rented out by the university and watched the Euro 2024 football finals. I had met people from all over the world and was honestly already having the time of my life. It was fascinating to me how these people from all the ends of the earth had come together in this little town in the Czech Republic.

With my digital marketing class and Dr Prateek Kalia (fourth from the right)

The next two weeks were a routine of classes in the morning, followed by activities in the afternoon arranged by the university. I was taught by Dr Dušan Mladenović and Dr Prateek Kalia, both of whom were brilliant, and authorities in the subject. Dr Kalia had invented the concept of “cellulographics”, a powerful classification metric that maps customers based on their smartphone use. Dr Mladenović taught us about social media strategies, electronic word of mouth, email marketing, and many other related topics. I found it all super interesting, especially since at the end of every class we had hands-on assignments where we got to apply what we had just learnt. I got to work with Google Analytics to learn about search engine optimisation, create eye-catching emails and messages that enticed customers, design digital advertisements for different social media platforms, and so much more. We also got to visit a local business that specialised in digital marketing work, and got to witness how things are done in the real world. At the end of our two weeks there, we showcased what we had learnt by putting together presentations on everything we had done and created. I got to walk away from this intensive learning experience with new skills and knowledge that I know I will be applying in the future.

On a boat ride organised by the university!

Classes aside, the university also arranged a bunch of fun activities like castle visits, wine tasting, park picnics, boat parties, and even a day trip to Vienna in Austria! I made a lot of good friends during these two weeks, and made so many unforgettable memories. Some of us are even planning to apply to the same summer school next year, as we all had such a wonderful time, we want to do it again!

At the end of a park picnic activity organised by the university

This summer school gave me the best summer I’ve ever had. I got to further an academic passion, see a side of the world I’d never seen, and make friends that I know will last a lifetime. For anyone considering doing a summer school, all I have to say is – go for it. Go as far away as you can from home, and embrace every experience that comes your way. You won’t regret a second of it.

On our day trip to Vienna, at Schönbrunn Palace!