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Marketing and Sales Management
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Summary of the Profile
General Description:
Objective(s) of a study programme:
The purpose of the study programme is to prepare specialists of management and trade marketing who are able to apply their knowledge of trade marketing and management based on fundamental and applied research results; specialist who are able to evaluate changes in the market critically and analytically, to investigate external and internal environment of the organisation, to develop and implement innovative projects, to communicate effectively, to organise and implement process oriented to the increase of sales; specialists who are able to use modern Internet marketing technologies; make strategic and tactical decision with regard to marketing and trade management; specialists who are able to create added value to the company in a changing multicultural environment.
Learning outcomes:
The graduate of the study programme Marketing and Trade Management has the knowledge of and is able to apply classical and modern theories and conceptions of marketing and trade management in order to systematically analyse and assess external and internal environment of the organisation and make strategic decisions. The graduate is able to apply the knowledge of marketing and trade management based on fundamental and applied research results; is able to analyse, evaluate and make marketing decisions to increase sales, market share, business or brand awareness and its uniqueness; is able to identify issues related to marketing and trade management, perform research and interpret research results, draw conclusions and provide solutions. The graduate is able to prepare branding, advertising, marketing communication management, logistics, consumer behaviour and trade management projects that are necessary for coordination and increase of sales volume and substantiation of innovative sales activities; is able to identify and solve complex problems of marketing, trade management and added value creation; make informed marketing and trade management decisions using modern information technology and ensuring reliability of information.
Activities of teaching and learning:
Marketing and Trade Management Master’s programme includes lectures, workshops, seminars, independent assignments. Study outcomes are to be achieved by gnoseological and research methods as well as methods that stimulate self-studies. During the lectures, gnoseological study methods are applied: explanation, demonstration, lecturers provide theoretical material in various forms (oral, written or digital) and activating study methods: problem-oriented teaching, reflection, discussion, interactive lectures, case studies, situation analysis, group discussion, debates, tasks, work with simulation models, thus enabling students to develop critical and creative thinking and communication skills. During the seminars and workshops, the methods that stimulate self-studies are applied: simulation of situations, conducting exercises directed to the identification of problems and their solution in the form of discussions by using theoretical material; students carry out their individual and / or team work and project presentations in form of a report in accordance with the selected topics; debates are conducted, critical analysis of practical situations in business enterprises are carried out using theoretical concepts of problem analysis, making expert, team strategic decisions.
Methods of assessment of learning achievements:
Open and close questions, frontal and individual questioning, case study, team work, presentation of project-oriented results, individual presentations, task completion during seminars, participation in discussions, practical tasks.
Framework:
Study subjects (modules), practical training:
Compulsory Courses: Global Communication and Negotiations, Innovation Management, Methodology of Scientific Research, Theory and Practice of Advertising, Consumer Behaviour, Marketing Communications Management, Scientific Research Work, Theory and Methods of Market Analysis, International Marketing, Internet Marketing and Technologies, Brand Management, Strategic Marketing and Sales Management, International Human Resource Management.
Optional Courses: Intellectual Systems in Financial Markets, Social Responsibility of Transnational Corporations, Business Psychology and Image Management, Global Strategic Management, Cross-Cultural Management, International Trade.
Master Final Thesis (Study field: Marketing).
Distinctive features of a study programme:
On the one hand, Marketing and Trade Management Master program is oriented to interdisciplinarity, i.e. programme subjects encompass several particular aspects on conceptual, problematic and thematic levels, on the other hand, it integrates several fields, i.e., marketing studies integrate the knowledge necessary for trade sector and management activities as well as access systems for projects and research. Having acquired the knowledge of the latest marketing, trade and management theories and methods, the students have an opportunity to form a systematic approach to coordination and management of corporate marketing trade and management activities in order to create an added value to the company under economic and social changes.
Access to professional activity or further study:
Access to professional activity:
The graduate may pursue a professional career as a marketing, market research and trade management specialist, a consultant or a project manager at all levels of national or international organizations and government institutions.
Access to further study:
Graduates in Marketing and Trade Management may further proceed to doctoral studies.
