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Marketing and Sales
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Summary of the Profile
To provide students with complex knowledge, skills and abilities in marketing and sales enabling them to analyse and assess practical marketing and sales situations in dynamic global environment and make relevant strategic, tactical and operational customer centric decisions under uncertainty.
Learning outcomes:
1. To apply fundamental and empirical research based latest marketing and sales knowledge, complexly and systematically identifying and assessing the phenomena of marketing and sales professional activities, solving practical problems under conditions of uncertainty.
2. To identify complex marketing and sales problems, recognize, select relevant and critically assess marketing theories, empirical research findings and worldwide practices in different business contexts.
3. To initiate, plan and conduct independent scientific and (or) applied marketing and sales research by developing research methodology, collecting, systemizing, analysing data, and information critically assessing and interpreting research results.
4. To propose scientific research based innovative, complex marketing and sales solutions assessing their outcomes, importance, and consequences on a global, local and (or) organizational level.
5. To analyse complexly and critically assess behaviour, marketing and sales strategies, activities, and results of various market participants, applying scientific research results.
6. To plan complexly marketing and sales activities setting and achieving strategic, tactical and operational goals.
7. To create marketing and sales strategies, design customer centric solutions, solve complex practical marketing and sales tasks properly and reasonably in a new and unknown environment.
8. To work efficiently in a team and lead it, take responsibility, share knowledge, and cooperate solving problems.
9. To communicate with stakeholders smoothly, properly using professional language orally and in written, presenting research results and practical ideas, constructively discussing, defending opinion, consulting and (or) performing expert evaluation.
10. To demonstrate skills of critical, systematic, and strategic thinking independently making decisions, understanding moral and social responsibility for one’s activities and its ethic consequences.
11. To demonstrate abilities of independent learning and continuous professional development.
Activities of teaching and learning:
Provision of information (explanation, illustration) using visual aids; case-based lecture; analysis of written cases and examples; formulation and explanation of problem-oriented examples; issues and tasks; problem solving; moderation of discussion; discussions; debates; consulting; individual and group task discussions; study of literature; search for and analysis of information in educational literature, periodical sources, the internet, etc.; analysis of problem-oriented examples and issues; execution of practical tasks; consultation; oral self-reflection; independent performance of tasks; preparation and presentation of independent work and its parts orally and in writing; independent work of students in classroom tasks.
Methods of assessment of learning achievements:
Written assessment (examination); monitoring discussions and debates; assessment of independent work in the classroom; assessment of the progress of independent work preparation; assessment of a independent work written report; assessment of independent work final oral presentation.
Framework:
Study subjects (modules), practical training:
Buyer behaviour, Strategic marketing, Integrated marketing communication, Relationship and experience marketing, Effective communication, Digital business; Distribution channel management; Sales strategies; International marketing; Term paper „Marketing or sales problem analysis and solutions“; Final master thesis.
Specialisations:
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Optional courses:
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Distinctive features of a study programme:
Master study programme „Marketing and Sales“ is a broadening study programme that provides complex marketing and sales knowledge, developing skills and abilities to analyze, evaluate, plan, formulate and implement marketing and sales strategies. The programme focuses on practical activities, combine decision-making, its implementation, and evaluation at various levels, is based on customer centricity. The programme is organized in convenient form of study for working students by studying in cycles.
