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Sales and Marketing
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Summary of the Profile
General Description:
Objective(s) of the study programme:
The aim of the Sales and Marketing study programme is to prepare sales and marketing managers who are able to apply in practice the integrated knowledge, skills and abilities needed to offer and make creative, value-based decisions for consumers in response to a changing business environment.
Learning outcomes:
Study programme graduates:
1. Knows and understands the main modern theories of economics, management, sales and marketing, and the principles that guide the organisation of traditional and e-business.
2. Able to recognise and apply the fundamental principles of business management and understand the role of marketing in an organisation by analysing practical situations at sales and marketing manager level.
3. Able to collect, analyse, organise and evaluate sales and marketing data through practice-oriented empirical research and secondary data analysis.
4. Able to systemise and summarise research results, formulate conclusions and provide insights.
5. Understands the principles and process of sales and marketing planning, and is able to segment, position, and plan according to consumer behaviour patterns and the organisation's markets.
6. Able to convey a value proposition to target customers by selecting the appropriate integrated marketing communication tools.
7. Able to analyse, plan and manage product assortment and pricing, assessing the impact of product/assortment profitability on the organisation's performance.
8. Able to select and apply marketing technology tools in the activities of the organisation.
9. Able to organise and coordinate supply channels and sales processes, both physical and digital, and maintain relationships with partners and customers.
10. Able to communicate fluently in written and oral on professional matters in at least one foreign language.
11. Able to apply the principles of business ethics, intercultural communication and socially responsible business when communicating and collaborating with stakeholders.
12. Understands responsibility for professional development and the results of his/her decisions and activities, and is able to make independent and creative decisions in a multicultural environment.
Activities of teaching and learning:
Lectures, seminars, discussions, practical assignments, problem-oriented teaching, brainstorming, demonstrations, case studies, information search and analysis, teaching projects in the business companies, analysis of video situations, situation modelling, role-play, debates, projects, presentations, group-work, etc.
Methods of assessment of learning outcomes:
The Accumulative Assessment System is applied. Methods of assessment: integrated individual/group projects and/or course papers, assessment (oral, written), presentation of concept maps, essay, test, preparation and presentation of a case study, individual/group project presentation, report on a video situation and its presentation, preparation and delivery of presentations, presentation of individual assignments, final thesis etc.
Framework:
Study subjects (modules), practical training:
General studies - 15 credits:
Business Communication and Negotiation (Business English, Business Communication and Image, Communication Psychology and Negotiations).
Study field modules - 150 credits:
1. Study modules (105 credits):
Entrepreneurship (Business Models and Legal Regulation, Creativity Methods and Tools, Entrepreneurship and Innovation), Economics (Microeconomics and Macroeconomics, Business Mathematics and Statistics, Basics of Applied Research), Organization and Management (Marketing, Management, Accounting and Finance), Marketing Management (Brand and Consumer Experience Management, Marketing Management and Innovations, Market Analysis and Research), Trade and Sales Management (Trade Management, Supply Chain Management, Data Analytics and Pricing), Digital Communication Management (Management of Owned Media Channels, Management of Paid Media Channels, Design and Aesthetics), optional modules E-Business Organization (E-Sales and E-Business Law, E-Business Platforms and Tools, Sustainable Business and Business Ethics)/ Business to Business Management (Business Processes and Legal Regulation, B2B Marketing, Sustainable Business and Business Ethics).
2. Professional Internship (Business Process Simulation and Visual Tools, Professional Internship in a Business Company) (15 credits).
3. Final Thesis (Final Internship, Final Project) (30 credits).
Specialisations:
-
Optional courses:
Students can choose:
• one of Optional Modules (15 credits);
• one of Free Elective Modules (15 credits). e.g. Business Change Management, Personality and Career; French and Spanish Language and Culture, Management of Relation with Customers, Communication Impact on Masses, From Idea to Business etc.
Distinctive features of a study programme:
The study programme combines the development of knowledge, skills and abilities in both marketing and sales management; it emphasises the digitalisation of marketing and sales activities, the practical applicability of the studies, and the development of students' problem-based, creative and socially responsible thinking. Sales and Marketing study programme is based on the modular principle that allows to ensure the interdisciplinary of studies, flexible learning environment, enhance the student’s role in the study process, encourage his/her independence, activeness, responsibility for one’s learning outcomes, integrate the practical and self-study assignments; perform one-semester long internships in the business companies. The study process is oriented towards the development of such competences as complex problem solving, creativity, emotional intellect, critical thinking, decision making, negotiating ability, coordination of actions. The study programme teachers are specialists with the business experience in sales and marketing. Students have opportunities to study or/and perform internship abroad, can choose to study E-Business Organization or Business-to-Business Management specifics in more depth by choosing optional modules.
Access to professional activity or further study:
Access to professional activity:
After successful completion of studies, the graduates will be ready to work both in the Lithuanian and international labour markets, in marketing, communications departments of various types of organisations, advertising and creative agencies, will have skills and practical experience necessary for the organisation of sales and marketing activity, will be able to be brand managers, sales managers, marketing specialists in the companies both of public and private sectors as well as setting up and running business.
Access to further study:
The graduates are entitled to a credit transfer system for entering level one university study programmes, they can choose Master programmes. The continuation of studies is possible in the study programmes in the field of marketing, business, management in Lithuanian and/or foreign universities.
