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Marketing
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Summary of the Profile
Objective(s) of a study programme:
To provide knowledge that enables a holistic approach to marketing and to develop competencies to analyse the business environment and organizational processes, conduct marketing and interdisciplinary research, identify problems and make marketing decisions appropriate to the market situation, based on the integration and creative application of acquired knowledge.
Description of the study programme: https://admissions.ktu.edu/programme/b-marketing/
Learning outcomes:
Knowledge and its Application:
Is able to integrate the main theories of economics, business and management into marketing decision making.
Demonstrates the knowledge of mathematics, economic statistics and information technologies necessary to collect, process, analyze and interpret marketing data.
Is able to apply the theories of business, management, marketing, accounting, finances and human resource management and tools in organizational activity, evaluating their possibilities and limitations.
Relates marketing principles, functions and methods, understands the structure of marketing mix and peculiarities of its development in different business sectors, applies acquired knowledge in interdisciplinary studies and professional activity.
Integrates and creatively applies modern, scientifically based knowledge of marketing in solving organisational problems in national and international context.
Research Skills:
Is able to identify the dynamics of business environment and to envisage the cause-effect relationship, based on results of scientific research.
Is able to identify problems of marketing and other related areas, evaluate business environment and markets, while applying adequate quantitative or qualitative research methods.
Is able to plan and conduct methodologically based marketing research, process data and use the results for marketing decision making adequate to the situation.
Is able to interpret marketing information and to apply it in a wider context of professional activity and scientific research.
Specific Skills:
Is able to assess the processes in organizations and its environment and to make decisions that increase competitiveness.
Is able to select techniques of mathematics and statistics, tools of information technology and to apply them for solving marketing and other functional problems of organizations.
Is able to apply conceptual knowledge of main marketing areas when analyzing the consistency of marketing activities and to make recommendations for further improvement/development.
Is able to describe consistency of marketing activities planning, analyse and evaluate marketing activities and communication campaigns, applying analytical thinking and creativity.
Is able to develop policy of brand management, pricing, marketing channels and integrated marketing communication, considering the peculiarities of different markets.
Is able to evaluate marketing decisions by ethical, legal and economic approach.
Social Skills:
Efficiently communicates in written and oral form using Lithuanian and international terminology for conveying marketing knowledge to professionals and other learners.
Is able to work in traditional and virtual groups and in interdisciplinary teams, taking responsibility for ones' own and others performance with professional ethics and citizenship.
Personal Skills:
Demonstrates critical and constructive approach to problem solving in marketing and other related areas, considering the moral responsibility for ones' performance and impact of its results on society.
Independently plans learning process, constantly seeks improvement in studies and professional activities.
Activities of teaching and learning:
The studies include classroom work (lectures, practical work, laboratory work, consultation seminars, outgoing visits to enterprises, etc.) and individual work for mastering theoretical material, preparation for classroom work, intermediate and final assessments and performing other activities. The studies of each study module are completed by the assessment of the student’s knowledge and skills – an examination or another final assessment; the study programme is completed by the final degree project and its defence.
Methods of assessment of learning achievements:
The applied cumulative assessment system of the learning outcomes ensures constant and involving work of students during the entire semester of studies; the final evaluation of the study module consists of the sum of the grades of intermediate assessments and the final assessment multiplied by the weighting coefficients (percentages of components).
Study subjects (modules):
Informatics 1, Introduction to Marketing, Mathematics 1, Micro and Macroeconomics, Business Management, Economic Statistics, Fundamentals of Enterprises Accounting and Financial Management, Fundamentals of Marketing, Brand Management, Fundamentals of Digital Marketing, Market Analysis, Services Marketing, Social Research Methods, Pricing, Search Engine Advertising, Social Media Marketing, Creative Advertising, Fundamentals of Marketing Analytics, Marketing Channels, Public Relations, Sales and Negotiation, Bachelor’s Degree Final Project, Professional Internship.
Electives of Philosophy and Sustainable Development: Media Philosophy, Sustainable Development;
Electives: Marketing in Business-to-Business Market, Trade Marketing, Product Development Project;
Foreign Language Electives (Level C1): Academic and Technical Communication in English (Level C1), Academic and Technical Communication in German (Level C1), Academic and Technical Communication in French (Level C1).
Study programme abstract:
A graduate has knowledge enabling a holistic approach to marketing and is able to demonstrate it while analysing business environment and organisational processes. The graduate is able to integrate and creatively apply knowledge in research of marketing domain, identify problems and make decisions regarding branding, pricing, marketing channels and integrated marketing communication adequate to the market situation, apply the acquired knowledge in independent activities and further learning.
Access to professional activity:
The graduate can work at the enterprises of Lithuanian or foreign capital, industrial, sales or service companies, advertising agencies, public relations and creative agencies as well as research and business centres or establish and develop a private business.
Access to further study:
S/he has access to the second cycle studies.
