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Marketing
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Summary of the Profile
General Description:
Objective(s) of a study programme:
The principal goal of the programme is to train highly qualified marketing specialists who would have acquired specific knowledge in the field of studies and the ability to apply the said knowledge in effective activity under the conditions of the contemporary market economy and who would be able to organize the activities of marketing divisions and to analyze and assess the processes taking place in enterprises and organizations, as well as outside them, on a scientific basis with the aim of effective exploitation of the disposable resources. The goal of the programme relates to its function and complies with the requirements for the second cycle university studies. In order to attain the goals of the university graduate study programme of Marketing, it is oriented to in-depth studies of marketing management.
Learning outcomes:
• Acquire the knowledge of modern management theories and strategic management enabling the integration of the aims of an enterprise (organization) and the aims of marketing, are able to combine systemically the elements of the marketing complex, and to organize marketing activity based on sustainable development and advanced marketing conceptions.
• Are able to create general value and to transfer it to user by means of the value chain model that combines the product development, production, transfer, distribution, and activities of integrated marketing communication.
• Are able to master the research methodology based on the consistent management of the stages of the marketing research process and the instruments of computer-assisted data analysis which enable one to obtain research outcomes on the basis of which justified solutions of marketing problems would be made that would contribute to the realization of the competitive advantages of the activity of an enterprise (organization).
• Are able to solve marketing problems in a fast-changing business environment by applying a systemic, complex approach; to provide specific marketing knowledge and abilities for work in service enterprises and non-profit seeking organizations in the context of sustainable development.
• Are able to implement the models of marketing activity management in the context of international (global) business by applying the principles of integrated the activity.
• Have the skills of teamwork, the abilities of communication with interested groups, an approach of socially responsible business, and an aspiration of individual improvement and lifelong learning.
Activities of teaching and learning:
Lectures, seminars, practical work, active training methods
Methods of assessment of learning achievements:
Credit, exam, cumulative assessment
Framework:
Study subjects (modules), practical training:
Compulsory subjects:
Product Development Policy
Modern Theories of Consumption
E-marketing
Research work (1,2,3)
Strategic Marketing
Service Marketing
Marketing Research
International Marketing
Marketing Management Seminar
Marketing Communication
Specialisations:
Optional courses:
Market and Culture
Globalization and Internationalization of Economy
Pricing
Sustainable Development
Financial Aspects of Marketing
Innovation management
Strategy of Innovations
Distinctive features of a study programme:
In the overall management context, the study programme of marketing systemically combines: feasibility studies of marketing, the development of marketing strategies, making marketing decisions, and designing marketing programmes. During the studies, theoretical research consistently related to its practical application.
Access to professional activity or further study:
Access to professional activity:
On completion of the Marketing programme, graduate will be awarded the degree of Master of Marketing which offers the following opportunities for a further career: to pursue a career of a manager in a business or a non-profit organization or their division; to work in management consultancy.
Access to further study:
To continue in doctoral studies in the fields of economics or management.
