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Marketing Management
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Summary of the Profile
Objective(s) of a study programme:
To provide knowledge of modern marketing management and research methodology, required to perform complex marketing activities at national and international level, to develop the holistic understanding of marketing management and the ability to apply it, while independently making marketing management decisions based on scientific reasoning and responsibly disseminating their results.
Description of the study programme: https://admissions.ktu.edu/programme/m-marketing-management/
Learning outcomes:
Knowledge and its application:
Demonstrates knowledge and understanding of strategic management, enabling to develop ideas of marketing management and other areas based on scientific research findings in a novel way.
Has classical and modern knowledge of marketing management and related functions of the organization and is able to apply them in national and global environment, properly combine the functions of the organization related to marketing.
Demonstrates understanding of fundamental and applied scientific research methodology and functional areas of marketing management based on knowledge of modern scientific research and practice.
Integrates knowledge of marketing domain for solving local and international complex problems of marketing management while implementing pure and applied marketing and interdisciplinary research, and performing consulting activities.
Links the latest models of consumer behavior, their research methods, evaluates their possibilities and limitations; has knowledge of consumer behavior from areas of the organization close to marketing.
Research skills:
Is able to analyse and critically evaluate research results, formulate arguments and assumptions, apply marketing models, conduct research.
Is able to develop an empirical research methodology enabling to collect, process, analyse and interpret data necessary for marketing management studies as well as for professional and research activity.
Is able to carry out independently a methodologically grounded scientific research, evaluate its results, discover new facts and define the possibilities to apply them in marketing management practice as well as in research and in consulting activities.
Is able to integrate research methods of marketing and other areas for interdisciplinary research and economically, socially and ethically responsible decision-making.
Field-specific skills:
Is able to apply research-based knowledge of marketing areas, critically evaluate marketing results in the context of organizational strategy.
Is able to perform a critical analysis of marketing theories, research and practice and to apply its results creatively when solving functional problems of marketing management in a new and unfamiliar environment.
Is able to make strategic and tactical decisions of marketing management, to carry out research activity based on the knowledge and skills acquired.
Is able to initiate and manage the activities of multifunctional teams, creating innovative value propositions for consumers and achieving the goals of the organization.
Social skills:
Is able to communicate smoothly and persuasively in writing and orally with marketers and other stakeholders, discuss relevant issues of marketing practice and theory, including presentation of ideas, consulting and expert evaluation, use Lithuanian and international marketing terminology appropriately.
Is able to organize and carry out research work individually and in groups, evaluate the effectiveness of group work, analyze the principles of group formation, task transfer and management, follow professional ethics and citizenship.
Personal skills:
Demonstrates critical, systematic and strategic thinking skills, makes innovative decisions based on the assessment of opportunities and consequences, understands the moral and social responsibility for one's actions and its ethical consequences.
Independently plans learning process, is able to choose the direction for improvement and to acquire knowledge and skills, necessary for implementation of scientific research and practical decision-making.
Activities of teaching and learning:
The studies include classroom work (lectures, practical work, laboratory work, 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):
Brand and Communication Management, Cross-Cultural Consumer Behaviour, Marketing Management, Project of Marketing Strategy, Relationship Marketing, Corporate Reputation Management, Digital Marketing, Entrepreneurial Marketing, Marketing Metrics and Analytics, Neuromarketing, Research Project, Scientific Research Design, Master’s Degree Final Project.
Electives: Business Model Innovation, Strategic Management, Quantitative Research Methods, Qualitative Research Methods, Data Analysis Methods, Change Management, Challenge-Based Project 2, Challenge-Based Project 1.
Study programme abstract:
A graduate has deep knowledge of marketing management, understands the role of marketing function in the business system, is able to analyse and critically evaluate complex marketing situations in local and international markets, reason the choice of theoretical models relevant for solving marketing management problems, independently develop and implement original marketing management ideas based on the knowledge integration and scientific reasoning, carry out methodologically sound research, discover new facts, creatively apply the obtained results and responsibly disseminate them, make strategic and tactic marketing management decisions that ensure business competitiveness, as well as independently plan studies, strive for innovations and critically evaluate them in the context of lifelong learning.
Access to professional activity:
The graduate can perform marketing management functions in the Lithuanian and foreign companies of private and public sector, perform research, analytic and advisory functions in the organisations that carry out research and provide marketing consulting services.
Access to further study:
S/he has access to the third cycle studies.
