Marketing
management
Master Academic Studies –
Marketing management -
60 ECTS
Title
Marketing Management
Type of Study
Master Academic Studies
ECTS Credits
60
Duration
2 Semesters (1 year)
Academic Title
Master Economist
The main goal of the Master’s program in Marketing Management is to educate master economists who are competent in performing complex tasks in the field of marketing, market research, integrated marketing communications, business management, and business. They should be capable of utilizing contemporary concepts, techniques, and methods to address complex managerial marketing issues for companies. Additionally, the program aims to provide knowledge that enables student mobility not only within the national community but also internationally.
COURSES
1. Marketing Management
Semester: 1, Status: Mandatory, ECTS: 8
The main objective of the course is to acquaint students with the concept of marketing, managerial variables of marketing, marketing information systems, integrated marketing communications, and key principles of marketing relevant to the development of marketing strategies for banks, insurance companies, and other financial organizations. The goal is for students to learn the basic stages of marketing management processes and master fundamental methods used in decision-making in various marketing domains.
2. Marketing Research
Semester: 1, Status: Mandatory, ECTS: 8
The main objective is for students to master basic methods and techniques of marketing research, limitations and opportunities provided by marketing research, application areas, types of marketing research, importance for making strategic marketing decisions, and to learn key aspects of each phase of the marketing research process.
3. Elective Block 1 (1 of 3)
Semester: 1, Status: Elective, ECTS: 8
Banking Management
Semester: 1, Status: Elective, ECTS: 8
The aim of the course is for students to learn modern models of organizational structures and business processes in business banking, understand the essence of tasks performed by commercial banks, master the principles of banking management within the complex and turbulent financial market, analyze and make decisions regarding the mobilization and placement of banking resources for managing the assets and liabilities of a business bank, create an optimal portfolio of a business bank’s placements, and master modern approaches to decision-making in corporate banking and retail banking.
Methodology of Scientific Research
Semester: 1, Status: Elective, ECTS: 8
The aim is for students to understand the essence of scientific research, adopt the logic of economic thinking, gain deeper insight into the phases of the scientific research process, learn to apply methods of economic, qualitative, and quantitative research, properly evaluate data sources, analyze them, and learn to present the basic results of research.
Financial Management
Semester: 1, Status: Elective, ECTS: 8
The objective is for students to expand and deepen their knowledge of financial management, better understand alternative approaches in the decision-making process in the areas of investment, financing, and asset management, master more complex techniques of financial planning and project planning, cash flow and securities management, and evaluate the profitability of investments using complex analysis techniques and methods. Additionally, students should understand the essence of operational, financial, and overall business leverage.
4. Integrated Marketing Communications
Semester: 2, Status: Mandatory, ECTS: 8
The main objective is for students to understand the concept of integrated (mass and direct) marketing communications (IMC) based on unifying and harmonizing tools of marketing communications, media, and creative solutions. The goal is to convey a clear and consistent message to the target audience. Students will become familiar with key contemporary theoretical concepts in this field and practically apply strategies of marketing communication. They will develop the ability to analyze communication tools and media, recognize the power of integrating communication channels with the target market, and understand the synergistic effects of media integration.
5. Elective Block 2 (1 of 3)
Semester: 2, Status: Elective, ECTS: 8
Marketing Information Systems
Semester: 2, Status: Elective, ECTS: 8
The main objective is for students to gain knowledge and skills necessary for designing and developing an effective information system for managing marketing activities in a company or for decision support in various marketing domains: decision-making about the overall marketing strategy, marketing communication strategy, product development strategy, branding and positioning strategy, pricing strategy, and customer relationship management strategy. The goal is also for students to understand the importance of creating databases about customers in terms of generating reports on (long-term) customer value, customer loyalty, customer experience, and all “traces” – data obtained in the interaction of the company with customers.
Advanced Business Analytics
Semester: 2, Status: Elective, ECTS: 8
The main objective is for students to master key concepts, methods, and techniques of advanced business analytics – concepts of measuring the value of variables, data visualization methods, models of random variable distribution, data mining methods, statistical inference methods, optimization methods and models, and other modern IT tools used in transforming business data into useful information. This includes applied techniques of artificial intelligence and machine learning applied in the analysis of large datasets (Big Data).
Project Management
Semester: 2, Status: Elective, ECTS: 8
The objective of the course is for students to become familiar with different types of complex projects (complex physical objects, research projects, material product development projects, digital product development projects), understand basic phases and aspects (temporal, financial, methodological-model, software) in project implementation, acquire necessary knowledge and skills for project management, and gain knowledge of agile methodology.
6. Professional Practice
Semester: 2, Status: Mandatory, ECTS: 3
The aim is to acquaint students with the organizational structure and work processes in financial organizations (banks, insurance companies, investment funds, pension funds) and companies. Students will be involved in the work of professional teams dealing with specific tasks important for the realization of professional practice, understand the technology of work and business operations, understand the specificities of the operation of a particular organization, and acquire practical knowledge in the field of business finance, banking management, operational management, human resources management, IT management, and marketing.
7. Study-Research Work
Semester: 2, Status: Mandatory, ECTS: 7
The aim is for students to apply basic theoretical-methodological and scientific-professional knowledge and methods to solve specific problems within the chosen research area. In the process of creating a study-research paper, students will particularly study the problem, its structure and complexity, and, based on conducted analyses, draw conclusions about possible ways to solve it and create adequate decisions of a strategic-tactical and operational nature. By studying the literature, students will become familiar with methods intended for solving similar tasks and engage in practice in solving them.
8. Master's Thesis
Semester: 2, Status: Mandatory, ECTS: 10
The aim of creating and defending the final master’s thesis is for students to demonstrate an independent and creative approach in applying theoretical and methodological knowledge by processing a research-oriented topic.
