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Global marketing
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Summary of the Profile
General Description:
Objective(s) of a study programme:
The objective of the study programme is to train highly qualified marketing specialists who can work in the marketing departments of organisations as product, market or communication specialists, consultants or even managers, capable independently analyse global markets, make product planning, pricing, logistics and communication decisions, initiating and executing various marketing activities, creatively apply interdisciplinary university education in a global business environment and be able to raise their qualifications independently.
Learning outcomes:
Personal skills
Will be able to generate ideas and provide creative and innovative solutions to problems.
Will be able to combine knowledge gained in different subjects and apply it to solve global marketing problems.
Will be able to plan and organize their studies and work.
Will be able to anticipate and adapt to changing professional conditions.
Social skills
Will understand intercultural differences and be able to apply them in communication with partners in the value chain of goods.
They will know the principles of teamwork and will be able to work in a multicultural team.
Knowledge and its application
Will be able to evaluate the company's product assortment and know the principles of its management.
Will be able to choose pricing strategy and determine the price of the product.
Will know the principles of distribution of products and will be able to choose distribution channels.
Will know the peculiarities of global business development and will be able to coordinate marketing activities.
Will know management principles and will be able to apply them in a global business.
Research skills
Will be able to analyse and critically evaluate information presented in databases.
Will know and be able to put into practice quantitative and qualitative information collection methods.
Will be able to analyse the collected information and apply it to solve global marketing problems.
Special abilities
Will be able to analyse and apply basic macro and micro indicators.
Will be able to assess the company's strengths and weaknesses, opportunities corresponding to its activities and potential risks.
Will be able to apply the principles of global market segmentation and background their suitability.
Will be able to analyse and systematise the factors and processes that influence consumers’ behaviour.
Will be able to assess market demand in a context of global business.
Will be able to systemize the functions of marketing communication and will be able to combine the tools according to the global marketing objectives.
Will be able to coordinate marketing actions and evaluate their purposefulness in global markets.
Activities of teaching and learning:
Methods for the presentation of information: problematic teaching, content layout, speeches and discussion of invited guests.
Methods related to information exchange: group discussion, brainstorming, brainstorming, tutorials, role-playing and simulations, report preparation and presentation, personality development (self-reflection reports), situation analysis and suggestions.
Methods related to practical experience: group projects, simulation game, situation modelling, individual tasks, case study, research and project work planning (execution and analysis of results), service and process planning using Service blueprint, laboratory work, product development plan (Roadmap) using Design thinking ”, tasks in e-learning environment, exercises with software SPSS.
The methods are related to the development of independence: an independent study of the material, independent structuring and planning of the practice task, individual practical activity, solving the tasks set by the company; work with scientific literature and sources, preparation and presentation of scientific project and review, formulation of practice report.
Methods of assessment of learning achievements:
Knowledge assessment will be carried out using:
tests (open-ended and closed-ended situations, questions), oral interviews, written colloquiums, assessment of student knowledge and activity during seminars, activity related to the analysis of topics, tasks, cases, situation assessments, peer project development and presentation assessments, team engagement assessments, self-reflection reports and assessments of team members' behaviour.
Skills assessment methods include:
preparation and presentation of individual and group projects, case study evaluation, presentation of project and discussion of results, evaluation of service and process plan, evaluation of a presentation, assessment of e-learning assignments, international business project preparation, presentation, review, evaluation of practical tasks with software SPSS, evaluation of the report on the value proposition to clients, evaluation of the market research report, evaluation of professional practice in the enterprise and academic institution, public defence of term paper and final thesis in the commission.
Framework:
Study subjects (modules), practical training:
Marketing-related courses:
Fundamentals of Marketing (5 ECTS), Consumer Behavior (5 ECTS), International Marketing (5 ECTS), Service Marketing (5 ECTS), Retail Management & Marketing (5 ECTS), E-Business (5 ECTS), Brand and Product Management (5 ECTS), Pricing and Sales Promotion (5 ECTS), Fundamentals of Marketing Research (5 ECTS), Marketing Communication (5 ECTS), Business-to-Business Marketing and Personal Sales (5 ECTS), Marketing Management (5 ECTS), Marketing Analytics (5 ECTS), Digital Marketing (5 ECTS), Corporate Communication (5 ECTS), Advertising and Creative (5 ECTS), Intercultural Negotiation (5 ECTS), Intercultural Communication (5 ECTS), Business Logistics (5 ECTS), Course Work (5 ECTS), Professional Internship (15 ECTS), Bachelor Thesis (15 ECTS)
Management-related courses:
Economic Theory (5 ECTS), Business Development and Management (5 ECTS), Management (5 ECTS), Business Law (5 ECTS), Corporate Social Responsibility and Ethics (5 ECTS), Global Business (5 ECTS), Business Statistics (5 ECTS), Information Technology (5 ECTS), Accounting Basics (5 ECTS), Intercultural Management Basics (5 ECTS), Personnel Management (5 ECTS), Company Performance Assessment (5 ECTS), Tax System ( 5 ECTS), International Project Management (5 ECTS), Business Strategies (5 ECTS), Fundamentals of Finance (5 ECTS), Organizational Behavior (5 ECTS), Quality Management (5 ECTS), Innovation Management (5 ECTS).
Specialisations:
Optional courses:
Students will elect the General University Subjects modules (5 ECTS each semester) in the second, third and fourth semesters. Students can also choose between two subjects - International Project Management (5 ECTS) or Business Strategy (5 ECTS) during the third semester, and in the fourth semester - Fundamentals of Finance (5 ECTS) or Organizational Behavior (5 ECTS). Students will have two alternatives to choose from - Business Performance Assessment (5 ECTS) or Taxation System (5 ECTS) and Quality Management (5 ECTS) or Innovation Management (5 ECTS) in the fifth semester. During the sixth semester, students will select two alternative courses Corporate Communication (5 ECTS) or Advertising and Message Making (5 ECTS) and Intercultural Negotiation (5 ECTS) or Intercultural Communication (5 ECTS).
Distinctive features of a study programme:
The study program will be conducted in Lithuanian and English.
62% of the credits will be devoted to the development of marketing competencies in the undergraduate program Global Marketing.
The subjects and competencies taught in the undergraduate program Global Marketing enable students to prepare for and take the exams of the Lithuanian Marketing Association (LiMa) and receive LiMa and NIMA diplomas and EMC certification. This compatibility of the program will allow for later international accreditation for the Global Marketing program.
There are over 400 undergraduate programs at European Universities that specialize in marketing. However, only 13 programs are designed to educate international (global) marketing.
Access to professional activity or further study:
Access to professional activity:
Graduates' knowledge and skills will enable them to work and take different levels in commercial companies:
- in small and medium-sized enterprises, they will be able to work in marketing departments, as manager (product, market, export, sales or communications manager) and as senior professionals;
- senior specialists and specialists in the field of marketing of multinational companies and large Lithuanian companies;
- also work in a specific field in companies offering specific marketing services (research, advertising, public relations, sales promotion) and consultancy services.
Marketing is not only important for profit-making companies as well as for non-profit organizations. Therefore, the knowledge and competencies of the graduates will be a perfect match for the development of these organizations. These can be international organizations dealing with ecological and social problems, as well as Lithuanian and foreign companies engaged in cultural, sports and educational activities. Marketing activities are also important for political parties.
Access to further study:
Graduates will have the opportunity to continue their studies in the Master's program in Marketing, Management and Business.
