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Marketing Technologies
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Summary of the Profile
General Description:
Objective(s) of a study programme:
The objective of study program – to prepare qualified specialists of information technologies (IT) who have fundamental knowledge in the areas of information systems design and management expanded by the interdisciplinary knowledge enabling them to create and implement electronic marketing solutions based on application of information and communication technologies.
Learning outcomes:
The learning outcomes of the study program conform to the main provisions of the qualification requirements of the informatics study fields, job market demands and student expectations for the study process and relevance of the acquired skills in Lithuania and internationally. The learning outcomes:
• Knowledge and skills in the area of information systems based on fundamental and applied scientific research results
• Knowledge and applied skills in marketing science and digital marketing areas based on fundamental and applied scientific research results
• Ability to identify, select, configure and apply relevant means and tools of information and communication technologies for efficient planning, implementation and management of marketing processes in the digital environments
• Ability to identify technological requirements for design, elaboration and application of innovative digital marketing models
• Analytical and critical thinking
• Ability to work individually and in teams
• Communication and special skills
Activities of teaching and learning:
Theoretical and practical studies in site or online during lectures and labworks by utilising material and virtual study resources, performed in combination with individual self pace studies. Problem solving based on theoretical knowledge, case studies, practical tasks, development of skills in the areas of information technologies, programming tools, digital marketing models, advanced analytics, individual and teamwork projects.
Methods of assessment of learning achievements:
Exams in oral and written forms, course works, individual and team assignments, their oral, visual presentation and reports, intermediate evaluations, tests, knowledge evaluation of self and colleagues, fulfilment of practice at real companies and its report defence, preparing and defence of the final bachelo thesis.
Framework:
Study subjects (modules), practical training:
Fundamental part of the study program (60 ECTS credits):
• Mathematics and Informatics fundamental subjects (Mathematics, Discrete mathematics in computer science, Statistics, Technologies and digital society, Computer architecture, Introduction to programming, Information systems and data bases, Algorithm theory and data structures, Artificial intelligence fundamentals, Internet-based Information Delivery medium technologies, Requirement analysis and specification for information systems, Programming languages and applications)
• Special part (90 ECTS credits) includes subjects in informatics, marketing, applied marketing technologies and general competences. Subjects of the special part:
• Special subjects in informatics (Audiovisual digital technologies, Programming technologies for mobile devices, Big data analytics, Cyber security and personal data management, Social networks information analysis)
• Marketing fundamentals and general competences (Transformation of Marketing fundamentals in electronic media, Applied foreign language (English), Electronic sales technologies and product management, Integrated marketing communication, Consumer behavior in the internet, Digital project management; Marketing research)
• Subjects of applied marketing technologies (E-business technologies, Digital product monetization technologies and strategies, Electronic distribution solutions, Market modelling and forecasting, Content marketing; Digital brand management)
Term paper (5 ECTS credits);
Learning internship (15 ECTS credits);
Bachelor final thesis (15 ECTS credits)
Specialisations:
-
Optional courses:
• Elective modules (10 ECTS credits) selected from the following subjects: Advertising technologies; Forensic of digital content and hazard software assessment; Team work-based information system design, International marketing E-business ethics; E-marketing strategic management; Technologic innovations’ management;
• General University subjects (BUS) (15 ECTS credits);
Distinctive features of a study programme:
The disctinctive features of Marketing technologies (MARTECH) study program are determined by integration of the fundamental content of the informatics study program with the marketing knowledge, digital marketing models and technologies, as well as development of interdisciplinary theoretical and practical skills by applying of innovatice digital technologies during the study process.
Access to professional activity or further study:
Access to professional activity:
The graduates of the “Marketing technologies” study program will be awarded qualification of Bachelor of Informatics sciences, which opens possibilities for the wide spectrum of informatics professional career with the unique advanced competences in the digital marketing area, which currently experiences growing demand for IT qualitified specialists.
The graduates of “Marketing technologies” study program will be qualified for jobs implying dissemination of digital information in the internet, mobile media and social networks, applying advanced analytics models for online data, take positions of the analysts and designers of enterprise information systems, creators and implementors of efficient solutions in the areas of specialized internet advertising, project managers in large, medium and small enterprises and public enterprises, develop innovative marketing models in the startup companies. They will be able to pursue careers in the enterprises working in the areas of digital marketing, internet communication, electronic sales and marketing departments, advertising agencies, companies of news media and technologies, international internet content providers and distributors, marketing analytics service companies.
Access to further study:
After graduating the ‟Marketing technologies” bachelor study program the further studies can be planned in either informatics or management study directions for obtaining master diploma in the universities of Lithuania or abroad. The acquired qualification enables further education planning in the doctoral study level.
In VU Business school the master study program “Digital marketing” is proposed, which awards qualification in the Master of business Management Marketing area.
Further master studies in the Informatics area can be offered in Vilnius university. VU Kaunas faculty has two relevant study programs of Marketing management master degree ‟Marketing and sales management”, and ‟Financial technologies- Fintech” master degree.
In Lithuania there are currently no master study programs which could directly match the interdisciplinary concept of the proposed Marketing technologies study program.
