{"id":20446,"date":"2022-10-20T18:39:14","date_gmt":"2022-10-20T17:39:14","guid":{"rendered":"https:\/\/www.unyp.cz\/bakalarske-programy\/european-bachelor-in-business-administration-concentration-in-finance\/"},"modified":"2025-12-22T16:39:29","modified_gmt":"2025-12-22T15:39:29","slug":"bakalarsky-program-business-administration-koncentrace","status":"publish","type":"page","link":"https:\/\/www.unyp.cz\/cs\/bakalarske-programy\/bakalarsky-program-business-administration-koncentrace\/","title":{"rendered":"Koncentrace programu Business Administration"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Rychl\u00e9 odkazy na koncentrace<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#Sportovni-management\">Sportovn\u00ed management<\/a><\/li>\n\n\n\n<li><a href=\"#Finance\">Finance<\/a><\/li>\n\n\n\n<li><a href=\"#Lidsk\u00e9-zdroje\">Lidsk\u00e9 <a href=\"#Lidsk\u00e9-zdroje\" rel=\"nofollow\"><\/a>zdroje<\/a><\/li>\n\n\n\n<li><a href=\"#Datov\u00e1-analytika\">Datov\u00e1 analytika<\/a><\/li>\n\n\n\n<li><a href=\"#Marketing\">Marketing<\/a><\/li>\n\n\n\n<li><a href=\"#Behavior\u00e1ln\u00ed-ekonomika\">Behavior\u00e1ln\u00ed ekonomika<\/a><\/li>\n\n\n\n<li><a href=\"#Podnik\u00e1n\u00ed\">Podnik\u00e1n\u00ed<\/a><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Rozv\u00edjejte sv\u00e9 dovednosti prost\u0159ednictv\u00edm koncentrace a zlep\u0161ete sv\u00e9 kari\u00e9rn\u00ed vyhl\u00eddky<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img data-opt-id=1156829316  fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"934\" src=\"https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1400\/h:934\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a7119.jpg\" alt=\"Business Administration students at UNYP\" class=\"wp-image-71800\" srcset=\"https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1400\/h:934\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a7119.jpg 1400w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:300\/h:200\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a7119.jpg 300w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:150\/h:100\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a7119.jpg 150w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:768\/h:512\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a7119.jpg 768w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1536\/h:1025\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a7119.jpg 1536w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p><strong>Koncentrace<\/strong> v\u00e1m umo\u017e\u0148uj\u00ed p\u0159izp\u016fsobit si studium oboru Business Administration tak, aby odpov\u00eddalo va\u0161im z\u00e1jm\u016fm a kari\u00e9rn\u00edm c\u00edl\u016fm, a to v r\u00e1mci jednoho akreditovan\u00e9ho programu. P\u0159id\u00e1vaj\u00ed zam\u011b\u0159enou, kari\u00e9rn\u011b relevantn\u00ed hloubku, tak\u017ee nam\u00edsto v\u00fdb\u011bru z mnoha odd\u011blen\u00fdch program\u016f si m\u016f\u017eete v r\u00e1mci studia vytvo\u0159it personalizovan\u011bj\u0161\u00ed cestu a absolvovat s jasn\u011bj\u0161\u00edm profilem pro zam\u011bstnavatele a budouc\u00ed vzd\u011bl\u00e1v\u00e1n\u00ed.<\/p>\n\n\n\n<p>Specializaci si obvykle vol\u00edte po dokon\u010den\u00ed z\u00e1kladn\u00edho podnikatelsk\u00e9ho z\u00e1kladu (zpravidla pozd\u011bji b\u011bhem studia), jakmile m\u00e1te lep\u0161\u00ed p\u0159edstavu o tom, co v\u00e1s bav\u00ed a kam chcete sm\u011b\u0159ovat. Ka\u017ed\u00e1 specializace je spln\u011bna prost\u0159ednictv\u00edm specifick\u00e9ho souboru kurz\u016f nebo voliteln\u00fdch p\u0159edm\u011bt\u016f (tj. vyhrazen\u00e9ho bal\u00ed\u010dku kredit\u016f v r\u00e1mci po\u017eadavk\u016f na titul), co\u017e d\u00e1v\u00e1 va\u0161emu studiu v\u011bt\u0161\u00ed zam\u011b\u0159en\u00ed a hloubku, ani\u017e by omezovalo va\u0161e \u0161ir\u0161\u00ed obchodn\u00ed vzd\u011bl\u00e1n\u00ed.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Sportovni-management\"><strong>\ud83d\udd37&nbsp;Koncentrace Sportovn\u00ed management<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rozv\u00edjejte obchodn\u00ed dovednosti pot\u0159ebn\u00e9 k \u00fasp\u011bchu v glob\u00e1ln\u00edm sportovn\u00edm odv\u011btv\u00ed<\/strong><\/h3>\n\n\n\n<p>Prom\u011b\u0148te sv\u016fj z\u00e1jem o sport v podnikatelskou expert\u00edzu s koncentrac\u00ed <strong>Sportovn\u00ed<\/strong> <strong>management<\/strong> na UNYP.<\/p>\n\n\n\n<p>Tato koncentrace kombinuje kl\u00ed\u010dov\u00e9 <strong>obchodn\u00ed znalosti s realitou sportovn\u00edho pr\u016fmyslu<\/strong> a p\u0159ipravuje v\u00e1s na to, abyste pochopili, jak sportovn\u00ed organizace funguj\u00ed, roz\u0161i\u0159uj\u00ed sv\u00e9 publikum, \u0159\u00edd\u00ed ud\u00e1losti a buduj\u00ed cenn\u00e1 partnerstv\u00ed na glob\u00e1ln\u00edm trhu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d si vybrat koncentraci Sportovn\u00ed management?<\/strong><\/h3>\n\n\n\n<p>Sport je rychle se rozv\u00edjej\u00edc\u00ed<strong> mezin\u00e1rodn\u00ed odv\u011btv\u00ed<\/strong>, kter\u00e9 je utv\u00e1\u0159en\u00e9 budov\u00e1n\u00edm zna\u010dky (<em>brandingem<\/em>), v\u00fdkonnost\u00ed (<em>performance<\/em>), zapojen\u00edm fanou\u0161k\u016f (<em>fan engagement<\/em>), sponzorstv\u00edm a chytr\u00fdm \u0159\u00edzen\u00edm provozu (<em>smart operations<\/em>).<\/p>\n\n\n\n<p>Tato koncentrace v\u00e1m pom\u016f\u017ee vybudovat obchodn\u00ed dovednosti pot\u0159ebn\u00e9 pro pr\u00e1ci v z\u00e1kulis\u00ed \u2013 abyste mohli p\u0159isp\u011bt sportovn\u00edm organizac\u00edm s <strong>jistotou, strategi\u00ed a skute\u010dn\u00fdm pochopen\u00edm<\/strong> toho, jak tento pr\u016fmysl funguje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Co budete studovat?<\/strong><\/h3>\n\n\n\n<p>T\u00e9mata, kter\u00e1 prozkoum\u00e1te:<\/p>\n\n\n\n<p><strong>Event management&nbsp;|&nbsp;Spr\u00e1va za\u0159\u00edzen\u00ed&nbsp;|&nbsp;V\u00fd\u017eiva a zdrav\u00ed&nbsp;|&nbsp;Sportovn\u00ed kou\u010dov\u00e1n\u00ed&nbsp;|&nbsp;Sportovn\u00ed st\u00e1\u017e&nbsp;|&nbsp;Sportovn\u00ed pr\u00e1vo&nbsp;|&nbsp;Sportovn\u00ed management&nbsp;|&nbsp;Sportovn\u00ed marketing a sponzoring&nbsp;|&nbsp;Sportovn\u00ed psychologie<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>P\u0159idan\u00e1 hodnota: Projektov\u011b orientovan\u00e1 v\u00fduka s \u010cesk\u00fdm olympijsk\u00fdm t\u00fdmem<\/strong><\/h3>\n\n\n\n<p>Jako <strong>dal\u0161\u00ed v\u00fdhoda<\/strong> studia sportovn\u00edho managementu na UNYP je pro v\u00e1s p\u0159\u00ednosn\u00e9 na\u0161e partnerstv\u00ed s <strong>\u010cesk\u00fdm olympijsk\u00fdm t\u00fdmem<\/strong>, kter\u00fd do v\u00fduky p\u0159in\u00e1\u0161\u00ed <strong>re\u00e1ln\u00fd sportovn\u00ed byznys<\/strong>.<\/p>\n\n\n\n<p>Prost\u0159ednictv\u00edm projektov\u011b orientovan\u00e9 v\u00fduky budete pracovat na zad\u00e1n\u00edch inspirovan\u00fdch pot\u0159ebami odv\u011btv\u00ed \u2013 jako je nap\u0159\u00edklad sponzorsk\u00e1 strategie, zapojen\u00ed fanou\u0161k\u016f (<em>fan engagement<\/em>), partnerstv\u00ed se zna\u010dkami (<em>brand partnerships<\/em>) a sportovn\u00ed komunikace.<\/p>\n\n\n\n<p>B\u011bhem toho budete z\u00edsk\u00e1vat praktick\u00e9 dovednosti a vytv\u00e1\u0159et v\u00fdstupy, kter\u00e9 m\u016f\u017eete za\u0159adit do sv\u00e9ho profesn\u00edho portfolia.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"UNYP x \u010cesk\u00fd olympijsk\u00fd t\u00fdm 2024 Summer Olympics\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/LeqndkNzcDw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Jak m\u016f\u017ee vypadat va\u0161e kari\u00e9rn\u00ed dr\u00e1ha?<\/strong><\/h3>\n\n\n\n<p><strong>Koordin\u00e1tor sportovn\u00edho marketingu | Asistent sponzoringu a partnerstv\u00ed | Koordin\u00e1tor provozu ud\u00e1lost\u00ed | Koordin\u00e1tor sportovn\u00edch program\u016f | Asistent sportovn\u00edho PR \/ komunikace | Koordin\u00e1tor komunity a zapojen\u00ed fanou\u0161k\u016f | Asistent klubov\u00e9 administrativy | Koordin\u00e1tor slu\u017eeb pro sportovce | Analytik sportovn\u00edho obchodu<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Finance\"><strong>\ud83d\udd37 Koncentrace Finance<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Nau\u010dte se, jak m\u011b\u0159it v\u00fdkon, rozum\u011bt z\u00e1kazn\u00edk\u016fm a podporovat strategii pomoc\u00ed dat<\/strong><\/h3>\n\n\n\n<p>Vybudujte si finan\u010dn\u00ed expert\u00edzu, kter\u00e1 podpo\u0159\u00ed chytr\u00e1 obchodn\u00ed rozhodnut\u00ed, s koncentrac\u00ed <strong>Finance<\/strong>. Tato koncentrace kombinuje siln\u00fd obchodn\u00ed z\u00e1klad s kurzy zam\u011b\u0159en\u00fdmi na finance \u2013 p\u0159ipravuje v\u00e1s na to, abyste pochopili, jak organizace \u0159\u00edd\u00ed pen\u00edze, hodnot\u00ed v\u00fdkon a d\u011blaj\u00ed rozhodnut\u00ed, kter\u00e1 vedou k udr\u017eiteln\u00e9mu r\u016fstu.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d si vybrat koncentraci Finance?<\/strong><\/h3>\n\n\n\n<p>Finance utv\u00e1\u0159ej\u00ed zp\u016fsob, jak\u00fdm spole\u010dnosti investuj\u00ed, expanduj\u00ed a \u0159\u00edd\u00ed rizika. Tato koncentrace v\u00e1m pom\u016f\u017ee rozvinout <strong>siln\u00e9 analytick\u00e9 my\u0161len\u00ed<\/strong> a <strong>finan\u010dn\u00ed gramotnost<\/strong> \u2013 dovednosti, kter\u00e9 jsou cenn\u00e9 nap\u0159\u00ed\u010d odv\u011btv\u00edmi, od nadn\u00e1rodn\u00edch korporac\u00ed a\u017e po startupy. Nau\u010d\u00edte se, jak finan\u010dn\u00ed vhled podporuje strategii, progn\u00f3zov\u00e1n\u00ed a rozhodov\u00e1n\u00ed v re\u00e1ln\u00e9m sv\u011bt\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Co budete studovat:<\/strong><\/h3>\n\n\n\n<p>Budete zkoumat t\u00e9mata jako:<\/p>\n\n\n\n<p><strong>Finan\u010dn\u00ed v\u00fdkaznictv\u00ed a anal\u00fdza | Podnikov\u00e9 finance a oce\u0148ov\u00e1n\u00ed | Finan\u010dn\u00ed trhy a instituce | Z\u00e1klady investov\u00e1n\u00ed | Riziko a v\u00fdnos | Tvorba rozpo\u010dtu a progn\u00f3zov\u00e1n\u00ed | Finan\u010dn\u00ed rozhodov\u00e1n\u00ed | Etika a odpov\u011bdnost ve financ\u00edch<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong>Jak m\u016f\u017ee vypadat va\u0161e kari\u00e9rn\u00ed dr\u00e1ha?<\/strong><\/strong><\/h3>\n\n\n\n<p><strong>Finan\u010dn\u00ed analytik | Junior associate pro podnikov\u00e9 finance | Asistent investi\u010dn\u00edch operac\u00ed | Rizikov\u00fd analytik | \u00dav\u011brov\u00fd analytik | Asistent treasury | Asistent finan\u010dn\u00edho pl\u00e1nov\u00e1n\u00ed | Bankovn\u00ed spolupracovn\u00edk (vstupn\u00ed \u00farove\u0148) | Asistent finan\u010dn\u00edho v\u00fdkaznictv\u00ed<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Lidsk\u00e9-zdroje\"><strong>\ud83d\udd37 Koncentrace Lidsk\u00e9 zdroje<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rozv\u00edjejte sv\u00e9 dovednosti pro n\u00e1bor, rozvoj a veden\u00ed t\u00fdm\u016f v glob\u00e1ln\u00edm pracovn\u00edm prost\u0159ed\u00ed<\/strong><\/h3>\n\n\n\n<p>Vybudujte si dovednosti pro podporu lid\u00ed, t\u00fdm\u016f a firemn\u00ed kultury s koncentrac\u00ed <strong>Lidsk\u00e9 zdroje<\/strong> (<em>Human Resources<\/em>). Tato koncentrace kombinuje kl\u00ed\u010dov\u00e9 obchodn\u00ed znalosti s praktick\u00fdm u\u010den\u00edm zam\u011b\u0159en\u00fdm na HR \u2013 p\u0159ipravuje v\u00e1s na to, abyste v modern\u00edch organizac\u00edch p\u0159isp\u011bli k n\u00e1boru, rozvoji zam\u011bstnanc\u016f, \u0159\u00edzen\u00ed v\u00fdkonu a person\u00e1ln\u00edmu provozu (<em>people operations<\/em>).<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d si vybrat koncentraci Lidsk\u00e9 zdroje?<\/strong><\/h3>\n\n\n\n<p>Skv\u011bl\u00e9 organizace jsou postaveny skv\u011bl\u00fdmi lidmi \u2013 a HR hraje \u00fast\u0159edn\u00ed roli p\u0159i hled\u00e1n\u00ed, rozvoji a udr\u017een\u00ed talent\u016f. Tato koncentrace v\u00e1m pom\u016f\u017ee pochopit, jak se kultura pracovi\u0161t\u011b, veden\u00ed (<em>leadership<\/em>) a person\u00e1ln\u00ed strategie propojuj\u00ed s obchodn\u00edm v\u00fdkonem, abyste mohli podporovat jak zam\u011bstnance, tak organiza\u010dn\u00ed c\u00edle.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Co budete studovat?<\/strong><\/h3>\n\n\n\n<p>Budete zkoumat t\u00e9mata jako:<\/p>\n\n\n\n<p><strong>\u0158\u00edzen\u00ed lidsk\u00fdch zdroj\u016f (HRM) | N\u00e1bor a v\u00fdb\u011br | \u0160kolen\u00ed a rozvoj | \u0158\u00edzen\u00ed v\u00fdkonu | Veden\u00ed (Leadership) | Komunikace na pracovi\u0161ti | Anga\u017eovanost zam\u011bstnanc\u016f | Organiza\u010dn\u00ed kultura<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong>Jak m\u016f\u017ee vypadat va\u0161e kari\u00e9rn\u00ed dr\u00e1ha?<\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p><strong>N\u00e1bor a z\u00edsk\u00e1v\u00e1n\u00ed talent\u016f | Koordin\u00e1tor HR | Specialista People Operations | Koordin\u00e1tor vzd\u011bl\u00e1v\u00e1n\u00ed a rozvoje | Specialista na budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele | HR Generalista (vstupn\u00ed \u00farove\u0148) | Koordin\u00e1tor odm\u011b\u0148ov\u00e1n\u00ed a benefit\u016f | HR Analytik | Koordin\u00e1tor vztah\u016f se zam\u011bstnanci<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-opt-id=433893797  fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1400\/h:933\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a6942.jpg\" alt=\"Marketing concentration class\" class=\"wp-image-71803\" srcset=\"https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1400\/h:933\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a6942.jpg 1400w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:300\/h:200\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a6942.jpg 300w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:150\/h:100\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a6942.jpg 150w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:768\/h:512\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a6942.jpg 768w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1536\/h:1024\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/660a6942.jpg 1536w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Datov\u00e1-analytika\"><strong>\ud83d\udd37 Koncentrace Datov\u00e1 analytika<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Nau\u010dte se, jak m\u011b\u0159it v\u00fdkon, rozum\u011bt z\u00e1kazn\u00edk\u016fm a podporovat strategii pomoc\u00ed dat<\/strong><\/h3>\n\n\n\n<p>Vybudujte si dovednosti pro chyt\u0159ej\u0161\u00ed obchodn\u00ed rozhodov\u00e1n\u00ed s koncentrac\u00ed <strong>Datov\u00e1 analytika<\/strong> (<em>Data Analytics<\/em>). Tato koncentrace kombinuje kl\u00ed\u010dov\u00e9 obchodn\u00ed znalosti s praktick\u00fdm analytick\u00fdm my\u0161len\u00edm \u2013 pom\u016f\u017ee v\u00e1m interpretovat data, odhalovat vzorce a <strong>p\u0159em\u011b\u0148ovat poznatky na strategie<\/strong>, kter\u00e9 vedou k v\u00fdsledk\u016fm.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d si vybrat koncentraci Datov\u00e1 analytika?<\/strong><\/h3>\n\n\n\n<p>Ka\u017ed\u00e9 odv\u011btv\u00ed se st\u00e1v\u00e1 datov\u011b \u0159\u00edzen\u00fdm. Tato koncentrace v\u00e1m pom\u016f\u017ee propojit byznys a analytiku, abyste mohli kl\u00e1st spr\u00e1vn\u00e9 ot\u00e1zky, sebev\u011bdom\u011b pracovat s daty a jasn\u011b sd\u011blovat poznatky osob\u00e1m s rozhodovac\u00ed pravomoc\u00ed. Rozvinete dovednosti, kter\u00e9 podpo\u0159\u00ed role v oblasti <strong>business intelligence<\/strong>, anal\u00fdzy v\u00fdkonu, marketingov\u00e9 analytiky, financ\u00ed a provozu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong>Co budete studovat?<\/strong><\/strong><\/h3>\n\n\n\n<p>Budete zkoumat t\u00e9mata jako:<\/p>\n\n\n\n<p><strong>Rozhodov\u00e1n\u00ed na z\u00e1klad\u011b dat | Podnikov\u00e1 statistika | Interpretace a vykazov\u00e1n\u00ed dat | Vizualizace dat | R\u00e1mce KPI a m\u011b\u0159en\u00ed v\u00fdkonu | Progn\u00f3zov\u00e1n\u00ed a anal\u00fdza trend\u016f | Anal\u00fdza z\u00e1kazn\u00edk\u016f a trhu | Anal\u00fdza pro strategii a provoz<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong><strong>Jak m\u016f\u017ee vypadat va\u0161e kari\u00e9rn\u00ed dr\u00e1ha?<\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p><strong>Business analytik | Datov\u00fd analytik (vstupn\u00ed \u00farove\u0148) | Asistent Business Intelligence | Asistent marketingov\u00e9 anal\u00fdzy | Operations analytik | Asistent CRM \/ z\u00e1kaznick\u00fdch poznatk\u016f | Junior specialista reportingu | Analytik v\u00fdkonu | Projektov\u00fd koordin\u00e1tor (se zam\u011b\u0159en\u00edm na data)<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Marketing\"><strong>\ud83d\udd37 Koncentrace Marketing <\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rozv\u00edjejte \u017e\u00e1dan\u00e9 dovednosti k r\u016fstu zna\u010dek a z\u00e1kaznick\u00e9 popt\u00e1vky<\/strong><\/h3>\n\n\n\n<p>Nau\u010dte se, jak zna\u010dky rostou, jak se z\u00e1kazn\u00edci rozhoduj\u00ed a jak vytv\u00e1\u0159et kampan\u011b, kter\u00e9 maj\u00ed v\u00fdsledky, s koncentrac\u00ed <strong>Marketing<\/strong>. Tato koncentrace kombinuje siln\u00fd obchodn\u00ed z\u00e1klad s modern\u00ed marketingovou strategi\u00ed \u2013 p\u0159ipravuje v\u00e1s na role v oblasti budov\u00e1n\u00ed zna\u010dky (<em>branding<\/em>), digit\u00e1ln\u00edho marketingu, tvorby obsahu, komunikace a pr\u016fzkumu trhu v mezin\u00e1rodn\u00edm prost\u0159ed\u00ed.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d si vybrat koncentraci Marketing?<\/strong><\/h3>\n\n\n\n<p>Marketing spojuje kreativitu, strategii a data. Tato koncentrace v\u00e1m pom\u016f\u017ee pochopit, jak um\u00edstit produkty na trh (<em>positioning<\/em>), sd\u011blovat hodnotu a budovat r\u016fst z\u00e1kazn\u00edk\u016f nap\u0159\u00ed\u010d kan\u00e1ly. Rozvinete praktick\u00e9 dovednosti pro dne\u0161n\u00ed marketingov\u00fd sv\u011bt \u2013 kde jdou ruku v ruce siln\u00e9 p\u0159\u00edb\u011bhy (<em>storytelling<\/em>) a m\u011b\u0159iteln\u00fd v\u00fdkon.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Co budete studovat?<\/strong><\/h3>\n\n\n\n<p>Budete zkoumat t\u00e9mata jako:<\/p>\n\n\n\n<p><strong>Pokro\u010dil\u00fd marketing | Dobrodru\u017estv\u00ed v digit\u00e1ln\u00edm marketingu | Reklamn\u00ed strategie | Spot\u0159ebitelsk\u00e9 chov\u00e1n\u00ed | E-commerce a marketingov\u00e9 technologie | Emoce v marketingu | Mezin\u00e1rodn\u00ed marketingov\u00e9 strategie | \u00davod do reklamy | Cenov\u00e9 strategie | Principy public relations | Prodej a \u0159\u00edzen\u00ed prodeje | Marketing na soci\u00e1ln\u00edch s\u00edt\u00edch | Sportovn\u00ed marketing a sponzoring | Vir\u00e1ln\u00ed a Guerrilla marketing<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong><strong><strong>Jak m\u016f\u017ee vypadat va\u0161e kari\u00e9rn\u00ed dr\u00e1ha?<\/strong><\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p><strong>Specialista digit\u00e1ln\u00edho marketingu | Brand koordin\u00e1tor | Marketingov\u00fd koordin\u00e1tor | Specialista content marketingu | Strat\u00e9g soci\u00e1ln\u00edch m\u00e9di\u00ed | Asistent performance marketingu | Marketingov\u00fd analytik | Specialista CRM \/ email marketingu | Asistent pr\u016fzkumu trhu<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Behavior\u00e1ln\u00ed-ekonomika\"><strong>\ud83d\udd37 Koncentrace Behavior\u00e1ln\u00ed ekonomika<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>P\u0159em\u011b\u0148te behavior\u00e1ln\u00ed poznatky na lep\u0161\u00ed rozhodov\u00e1n\u00ed a lep\u0161\u00ed kari\u00e9rn\u00ed vyhl\u00eddky<\/strong><\/h3>\n\n\n\n<p>Pochopte, co skute\u010dn\u011b ovliv\u0148uje rozhodov\u00e1n\u00ed, s koncentrac\u00ed <strong>Behavior\u00e1ln\u00ed ekonomie<\/strong> (<em>Behavioral Economics<\/em>). Tato koncentrace kombinuje z\u00e1klady byznysu s poznatky z psychologie a ekonomie \u2013 pom\u00e1h\u00e1 v\u00e1m pochopit, jak se lid\u00e9 rozhoduj\u00ed, utr\u00e1cej\u00ed, komu d\u016fv\u011b\u0159uj\u00ed, koho n\u00e1sleduj\u00ed a jak se m\u011bn\u00ed. Tato koncentrace je ide\u00e1ln\u00ed volbou, pokud v\u00e1s zaj\u00edm\u00e1 marketing, produktov\u00e1 strategie, management, pochopen\u00ed spot\u0159ebitele (<em>consumer insight<\/em>) nebo byznysov\u00e1 rozhodnut\u00ed zalo\u017een\u00e1 na chov\u00e1n\u00ed.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d si vybrat koncentraci Behavior\u00e1ln\u00ed ekonomie?<\/strong><\/h3>\n\n\n\n<p>Tradi\u010dn\u00ed ekonomie p\u0159edpokl\u00e1d\u00e1, \u017ee lid\u00e9 \u010din\u00ed dokonale racion\u00e1ln\u00ed volby \u2013 ale re\u00e1ln\u00fd \u017eivot je slo\u017eit\u011bj\u0161\u00ed. Behavior\u00e1ln\u00ed ekonomie v\u00e1m pom\u016f\u017ee pochopit <strong>p\u0159edpojatosti, zvyky a soci\u00e1ln\u00ed vlivy<\/strong> stoj\u00edc\u00ed za rozhodov\u00e1n\u00edm. V byznysu se z toho st\u00e1v\u00e1 konkuren\u010dn\u00ed v\u00fdhoda: m\u016f\u017eete zlep\u0161it z\u00e1kaznickou zku\u0161enost, zost\u0159it sd\u011blen\u00ed, navrhnout lep\u0161\u00ed pob\u00eddky a vybudovat strategie zalo\u017een\u00e9 na tom, jak se lid\u00e9 skute\u010dn\u011b chovaj\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong>Co budete studovat?<\/strong><\/strong><\/h3>\n\n\n\n<p>Budete zkoumat t\u00e9mata jako:<\/p>\n\n\n\n<p><strong>Behavior\u00e1ln\u00ed rozhodov\u00e1n\u00ed | Kognitivn\u00ed zkreslen\u00ed a \u00fasudek | Motivace a pob\u00eddky | Psychologie spot\u0159ebitele | Soci\u00e1ln\u00ed vliv a d\u016fv\u011bra | Architektura volby (\u201eNudges\u201c) | Behavior\u00e1ln\u00ed poznatky pro strategii | Etika v designu zalo\u017een\u00e9m na chov\u00e1n\u00ed<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong><strong><strong><strong>Jak m\u016f\u017ee vypadat va\u0161e kari\u00e9rn\u00ed dr\u00e1ha?<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p><strong>Asistent marketingu a spot\u0159ebitelsk\u00fdch poznatk\u016f | Koordin\u00e1tor z\u00e1kaznick\u00e9 zku\u0161enosti (CX) | Asistent pro produkt nebo r\u016fst | Asistent pr\u016fzkumu trhu | Asistent brand strategie | Asistent behavior\u00e1ln\u00edho v\u00fdzkumu | Asistent HR \/ Talent Insights | Junior konzultant | Analytik politiky nebo programu (vstupn\u00ed \u00farove\u0148)<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-opt-id=806715170  fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1400\/h:933\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/vlf_7614.jpg\" alt=\"UNYP students attending the class\" class=\"wp-image-71806\" srcset=\"https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1400\/h:933\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/vlf_7614-scaled.jpg 1400w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:300\/h:200\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/vlf_7614-scaled.jpg 300w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:150\/h:100\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/vlf_7614-scaled.jpg 150w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:768\/h:512\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/vlf_7614-scaled.jpg 768w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1536\/h:1024\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/vlf_7614-scaled.jpg 1536w, https:\/\/mlgfjgj9j0su.i.optimole.com\/w:1920\/h:1279\/q:mauto\/f:best\/https:\/\/www.unyp.cz\/wp-content\/uploads\/2025\/12\/vlf_7614-scaled.jpg 2048w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Podnik\u00e1n\u00ed\">\ud83d\udd37 <strong>Koncentrace Podnik\u00e1n\u00ed<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Nau\u010dte se, jak prezentovat a budovat startupy<\/strong> <strong>v modern\u00ed dob\u011b<\/strong><\/h3>\n\n\n\n<p>P\u0159em\u011b\u0148te n\u00e1pady v akci s koncentrac\u00ed <strong>Podnik\u00e1n\u00ed<\/strong> (<em>Entrepreneurship<\/em>). Tato koncentrace stav\u00ed na kl\u00ed\u010dov\u00fdch z\u00e1kladech byznysu a pom\u00e1h\u00e1 v\u00e1m rozv\u00edjet my\u0161len\u00ed a dovednosti pro vytv\u00e1\u0159en\u00ed hodnoty, a\u0165 u\u017e chcete zalo\u017eit vlastn\u00ed podnik, p\u0159ipojit se ke startupu, nebo \u0159\u00eddit inovace uvnit\u0159 zaveden\u00e9 organizace.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d si vybrat koncentraci Podnik\u00e1n\u00ed?<\/strong><\/h3>\n\n\n\n<p>Podnik\u00e1n\u00ed je o \u0159e\u0161en\u00ed probl\u00e9m\u016f, rozpozn\u00e1v\u00e1n\u00ed p\u0159\u00edle\u017eitost\u00ed a sebev\u011bdom\u00e9m prov\u00e1d\u011bn\u00ed v nejist\u00e9m prost\u0159ed\u00ed. Tato koncentrace v\u00e1m pom\u016f\u017ee nau\u010dit se, jak testovat n\u00e1pady, budovat udr\u017eiteln\u00e9 obchodn\u00ed modely, komunikovat hodnotu a rozv\u00edjet projekty s ohledem na omezen\u00ed re\u00e1ln\u00e9ho sv\u011bta.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong>Co budete studovat?<\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p>Budete zkoumat t\u00e9mata jako:<\/p>\n\n\n\n<p><strong>Rozpozn\u00e1n\u00ed p\u0159\u00edle\u017eitost\u00ed a ov\u011b\u0159en\u00ed n\u00e1pad\u016f | Obchodn\u00ed modely a strategie vstupu na trh | Z\u00e1klady financov\u00e1n\u00ed a fundraisingu startup\u016f | Inovace a v\u00fdvoj produkt\u016f | Branding, pitching a storytelling | Strategie r\u016fstu a \u0161k\u00e1lov\u00e1n\u00ed | Podnikatelsk\u00e9 veden\u00ed a rozhodov\u00e1n\u00ed<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong><strong><strong><strong><strong><strong>Jak m\u016f\u017ee vypadat va\u0161e kari\u00e9rn\u00ed dr\u00e1ha?<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n<p><strong>Zakladatel startupu | Associate pro rozvoj podnik\u00e1n\u00ed | Asistent pro inovace nebo produkt | Projektov\u00fd koordin\u00e1tor | Asistent r\u016fstov\u00e9ho marketingu | Asistent pro Venture Support \/ Akceler\u00e1tor | Junior konzultant | Account Manager (vstupn\u00ed \u00farove\u0148) | Mana\u017eer mal\u00e9ho podniku<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Specifikace programu<\/strong><\/h2>\n\n\n\n<p>Tento rychl\u00fd p\u0159ehled zahrnuje kl\u00ed\u010dov\u00e1 fakta o programu na prvn\u00ed pohled \u2013 <strong>jak\u00fd titul z\u00edsk\u00e1te, jakou oblast budete studovat a co pot\u0159ebujete k pod\u00e1n\u00ed p\u0159ihl\u00e1\u0161ky<\/strong> \u2013 abyste okam\u017eit\u011b zjistili, zda se pro v\u00e1s program hod\u00ed, ne\u017e se pono\u0159\u00edte do detail\u016f.<\/p>\n\n\n\n<p><strong>Titul:<\/strong>&nbsp;Bachelor of Arts (B.A.)<br><strong>Obor:<\/strong>&nbsp;Business Administration<br><strong>Mo\u017enosti koncentrac\u00ed:<\/strong>&nbsp;Human Resources | Marketing | Sports Management | Entrepreneurship | Finance | Data Analytics | Behavioral Economics<br><strong>Po\u017eadavky:<\/strong>&nbsp;<strong>12 kredit\u016f (24 ECTS)<\/strong>&nbsp;+ t\u00e9ma diplomov\u00e9 pr\u00e1ce + st\u00e1tn\u00ed zkou\u0161ka z \u010de\u0161tiny<br><strong>Uzn\u00e1n\u00ed:<\/strong> Zam\u011b\u0159en\u00ed je uveden\u00e9 v dodatku k diplomu<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Prozkoumejte program Business Administration<\/strong><\/h2>\n\n\n\n<p>Chcete kompletn\u00ed p\u0159ehled studijn\u00edch program\u016f, z\u00e1kladn\u00edch p\u0159edm\u011bt\u016f a dal\u0161\u00edch specializac\u00ed?<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group content-block content-block--message is-style-question-box has-unyp-light-blue-background-color has-background is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">M\u00e1te dotaz? Chcete podat p\u0159ihl\u00e1\u0161ku?<\/h3>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.unyp.cz\/contact\/\">Kontaktujte n\u00e1s<\/a><\/div>\n\n\n\n<div class=\"wp-block-button is-style-btn-apply-online\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/application.unyp.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"icon-student\"><\/span> P\u0159ihlaste se online<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rychl\u00e9 odkazy na koncentrace Rozv\u00edjejte sv\u00e9 dovednosti prost\u0159ednictv\u00edm koncentrace a zlep\u0161ete sv\u00e9 kari\u00e9rn\u00ed vyhl\u00eddky Koncentrace v\u00e1m umo\u017e\u0148uj\u00ed p\u0159izp\u016fsobit si studium oboru Business Administration tak, aby odpov\u00eddalo va\u0161im z\u00e1jm\u016fm a kari\u00e9rn\u00edm c\u00edl\u016fm, a to v r\u00e1mci jednoho akreditovan\u00e9ho programu. P\u0159id\u00e1vaj\u00ed zam\u011b\u0159enou, kari\u00e9rn\u011b relevantn\u00ed hloubku, tak\u017ee nam\u00edsto v\u00fdb\u011bru z mnoha odd\u011blen\u00fdch program\u016f si m\u016f\u017eete v r\u00e1mci studia [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":20443,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":[],"tags":[89,100],"class_list":["post-20446","page","type-page","status-publish","hentry","tag-business-administration-cs","tag-finance-cs"],"acf":[],"mb":[],"coauthors":[],"author_meta":{"author_link":"https:\/\/www.unyp.cz\/cs\/author\/kucera-centario\/","display_name":"kucera.centario"},"relative_dates":{"created":"Posted 3 years ago","modified":"Updated 4 months ago"},"absolute_dates":{"created":"Posted on October 20, 2022","modified":"Updated on December 22, 2025"},"absolute_dates_time":{"created":"Posted on October 20, 2022 6:39 PM","modified":"Updated on December 22, 2025 4:39 PM"},"featured_img_caption":"","featured_img":false,"series_order":"","mfb_rest_fields":["title","coauthors","author_meta","relative_dates","absolute_dates","absolute_dates_time","featured_img_caption","featured_img","series_order"],"_links":{"self":[{"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/pages\/20446","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/comments?post=20446"}],"version-history":[{"count":42,"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/pages\/20446\/revisions"}],"predecessor-version":[{"id":72867,"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/pages\/20446\/revisions\/72867"}],"up":[{"embeddable":true,"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/pages\/20443"}],"wp:attachment":[{"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/media?parent=20446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/categories?post=20446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.unyp.cz\/cs\/wp-json\/wp\/v2\/tags?post=20446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}