The 18th Edition of the Summer School of Marketing Took Place – This Year, Czech and American Students Worked for Dr. Max

The 18th edition of the Summer School of Marketing, organized by the Department of Marketing Communication and Public Relations at IKSŽ FSV UK, once again took place in cooperation with the advertising agency McCann Prague and the University of Missouri. From July 14 to 25, students from the Czech Republic and the USA joined forces to work on a real-life assignment for the pharmacy chain Dr. Max.

Under the guidance of experienced mentor Sandy Kornberg — who has had a long-standing career with McCann Erickson across several continents, including Japan, the Philippines, New York, and Hong Kong — students designed marketing solutions for one of the largest players in the healthcare market. The project also involved Roman Hůla from McCann Prague and Marek Dvořák, Marketing Director of Dr. Max.

The program is intensive and focuses on practical skills and teamwork. In the past, teams have worked on projects for companies such as Vodafone, Kozel, Granko, and Bohemia Chips. In addition to valuable hands-on experience, participants also receive a certificate of completion, which can be an asset when job-hunting, and the summer school can be credited as professional internship work under the course code JKM023.

At FSV UK, the program is organized annually by the Department of Marketing Communication and Public Relations (MKPR), led by Marek Vranka. The collaboration with the University of Missouri has lasted two decades, and the Summer School of Marketing has become a well-established part of studies at IKSŽ. Interest in the program is high – applicants are required to submit a motivation letter and go through a selection process. For FSV UK students, participation is free of charge.