Master degree program
Marketing

Marketing

QUALIFICATION

  • Scientific and pedagogical direction - Master of Economic Sciences

MODEL OF GRADUATING STUDENT

LO1. Carry out educational, research, scientific and methodological activities using modern teaching technologies and provide an educational process aimed at developing the socialization of the individual on the basis of national and universal values.
research, scientific and methodological activ
LO2. Apply ethical frameworks and principles based on historical and philosophical marketing discourses, along with an understanding of different cultural contexts, to make informed and socially responsible decisions in marketing strategies and practices.
LO3. To substantiate pedagogical theories and practices for the development and implementation of effective marketing educational programs that include interdisciplinary knowledge and use various teaching methods in order to develop the ability to attract and motivate students to study marketing concepts, theories and practical applications.
LO4. Use psychological insights and management theories to understand consumer behavior and decision-making processes regarding marketing strategies that influence consumer behavior, promoting collaboration, innovation and adaptation in dynamic market conditions.
LO5. Explore the correlation of location marketing and consumer behavior based on consumer behavior information to develop marketing strategies that target specific consumer segments in order to attract them, improve the perception and attractiveness of the location of the region.
LO6. Explore the dynamic nature of interactive marketing and its impact on customers to develop strategies for leveraging marketing channels (social media and online platforms) to drive meaningful customer interactions, increase brand loyalty, and provide actionable insights for marketing decisions.
LO7. Use strategic analysis tools and methods to assess market opportunities, competitive landscape and industry trends, applying market research methodologies to collect and analyze data, identify consumer needs, preferences and trends to inform marketing strategies, positioning and resource allocation.
LO8. Develop innovative marketing strategies and technologies to drive organizational growth and competitiveness, applying marketing technologies to increase customer engagement, improve overall marketing effectiveness by integrating innovative thinking and technology decisions into strategic decision making.
LO9. Maintain long-term relationships with customers by effectively managing customer relationships, integrating human resource management practices (employee training, motivation and engagement), recognizing the importance of aligning organizational culture and values with relationship marketing strategies to deliver a high quality customer experience.
LO10. Apply a systematic approach to developing marketing management decisions that are consistent with the organization's goals, market conditions and consumer perceptions, using data-driven decision-making methods, including market research and analysis, to evaluate marketing opportunities, optimize resource allocation and improve marketing effectiveness.
LO11. Apply marketing audit methodologies to evaluate the effectiveness of regional branding efforts and marketing initiatives based on the methodology for measuring brand equity, evaluating brand positioning, and implementing strategies to increase the reputation of a regional brand and its competitive advantages.
LO12. Develop comprehensive business plans that integrate marketing strategies, financial analysis, and operations to evaluate market opportunities, develop marketing goals and strategies, allocate resources, and set performance metrics, aligning business plans with marketing activities to achieve organizational goals.

Program passport

Speciality Name
Marketing
Speciality Code
7M04129
Faculty
High School of Economics and Business

disciplines

Communication politics
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The discipline is devoted to the study of issues related to the analysis, development and improvement of the effectiveness of the communication policy of firms. The content of the discipline explores such problems as building an effective communication process, creating a sustainable brand. The main types of marketing communications are shown, approaches to the organization of the company's communication policy are analyzed. A large place in the study of the discipline is occupied by issues of public relations and advertising strategy.

Consumer behavior
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline "Consumer Behavior" is to give undergraduates a holistic systemic understanding of the development and implementation of consumer behavior models, new competitive goods and services, a range of goods, forms and means of advertising, and an organization's logistics development strategy and proprietary technologies. As part of the discipline is expected to acquire knowledge and skills of using purchasing behavior in managing sales of goods and services of the organization.

Foreign Language (professional)
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form practical skills in various types of speech activity in a foreign language. The training course builds the ability to perceive, understand and translate information in the modern global space, participate in scientific events to test their own research. The discipline is aimed at improving competencies in accordance with international standards of foreign language education.

History and Philosophy of Science
  • Number of credits - 3
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form a holistic systemic understanding of philosophy as a special form of cognition of the world, its main sections, problems and methods of their study in the context of future professional activity. The training course forms the theoretical and methodological basis of research work.

Interactive marketing
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - Purpose of discipline. Discipline "Interactiving marketing" is aimed at forming the future specialists ability to solve problems of using tactical marketing tools in an interactive environment, to offer and substantiate new ideas for brand promotion in an interactive environment. In studying the discipline, the following aspects will be considered: Methods of innovative promotion in the field of mobile marketing and advertising. Internet Marketing. Viral marketing. Tactical marketing tools in an interactive environment. Risks of conducting advertising campaigns in innovative methods of promotion.

Marketing-management
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline "Marketing Management" is the formation of a complex of knowledge in the undergraduates in the field of creating a modern system of professional knowledge and skills necessary for the effective solution of managerial problems, taking into account the principles and methods of marketing. Within the framework of the discipline, students will be able to develop a strategy and tactics for managing the main factors of the marketing mix, to offer effective solutions for the strategic and operational management of marketing activities

Organization and Planning of Scientific Research (in English)
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline to form the ability to apply practical skills in the organization and planning of scientific research. The discipline studies: forms and methods of planning, organization and design of scientific articles and dissertations; forms of summarizing the results of scientific research in presentations, speeches, projects, articles.

Pedagogy of Higher Education
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form the ability to teach in universities and colleges based on knowledge of higher school didactics, theory of education and management of education, analysis and self-assessment of teaching activities. The training course is aimed at studying the trends in the development of education and the Bologna process. The course will help you master teaching and curatorial skills, various strategies and methods of teaching and education.

Psychology of management
  • Number of credits - 3
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to provide scientific training of highly qualified specialists based on the study of fundamental concepts of management psychology, creating prerequisites for a theoretical understanding and practical application of the most important aspects of the field of management in the process of professional formation. The course is aimed at studying the patterns of development and functioning of mental processes, the basics of effective interaction and conflict resolution, self-development and self-presentation.

Territorial marketing
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form a systematic and holistic scientific understanding of the concept of territorial marketing among undergraduates, as well as to master the skills of practical application of the acquired knowledge for making strategic marketing decisions at the level of the state, industry, region. When studying the discipline, the tools and mechanisms of territorial marketing, marketing strategies of territories will be considered.

Data for 2022-2025 years

disciplines

Business planning in marketing activities
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The discipline " Business planning in marketing activities " is aimed at the formation of future professionals a wide range of management skills in the field of analysis, compilation, development of business planning. In the study of the discipline will consider the following aspects: Theoretical aspects of modern business planning. Planning as the main function of marketing management. Methods of drawing up different types of business plans. Types of business plans (compiled for specific purposes). Control of business planning.

Deploment of management decisions in marketing
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline "Development of management decisions in marketing" is the formation of a complex of knowledge for undergraduates for the practical application of methodological knowledge of management theory, the development of management decisions that determine the successful development of an organization. The discipline is aimed at developing managerial decision-making skills in future specialists that will help them navigate the marketing environment, understand the causes and consequences of managerial decisions.

Global Marketing
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - Purpose of discipline. The discipline "Global marketing" is aimed at the formation of future professionals in the ability to make management decisions in marketing at the global market, the choice of marketing tools, enterprise development strategy. In the study of the discipline will consider the following aspects: Theoretical aspects of global marketing. Global marketing environment. Transnational company. Study of the environment. Strategies for entering the global market. Control and audit

Human Resource of Management
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline: the formation of the undergraduate's understanding of the general theoretical foundations of the organization's HRM, the development of modern technologies for human resource management, the formation of a modern approach to management systems in the field of personnel management. The objectives of studying the discipline are to determine the place of HRM in the organization's management system, familiarization with methodological approaches to the formation of personnel policy, socio-psychological aspects of management.

Innovative Marketing
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is the formation of a holistic systemic understanding of marketing as a management system in the innovation sphere among undergraduates, as well as the ability to use marketing approaches, methods and solutions to enhance the innovative activity of enterprises. The discipline "Innovative Marketing" is aimed at developing the skills of future specialists to determine the company's activities to promote a new product to the market and develop its strategy.

Marketing audit
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The discipline "Marketing audit" is aimed at developing the skills of future specialists to conduct an independent analysis of marketing activities in order to obtain a reliable and objective idea of the company's position in the market; company competitiveness; opportunities for further development. When studying the discipline, methods for evaluating the effectiveness of the marketing system will be considered. The issues of planning and organizing an audit of marketing activities are studied.

Marketing Technologies
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is the formation among master students of a holistic system view of specific marketing technologies and the ability to use them to solve urgent marketing problems. The discipline "Marketing Technologies" is aimed at forming the skills of future specialists in determining the company's activity in managing its position in the market, selecting and achieving the company's main marketing goals.

Organizational Behavior and Leadership
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline "Organizational behavior and leadership" is to form a complex of knowledge in the field of theory and practice of organizational behavior and leadership, management of the leadership system in the organization. The discipline is aimed at developing in future specialists the ability of effective management and leadership in an organization, the communicative behavior of a leader, and motivational behavior in an organization.

Planning and organization of markketing research
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of mastering the discipline "Planning and organizing marketing research" is to train specialists who are able to assess the market situation of a given segment, plan and control a set of marketing research that matches the company's marketing strategy and market situation. As a result of mastering the discipline, students will know the main types and methods of market research; the main sources of information used to estimate the size of the market.

Regional brand management
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The discipline "Management of regional brands" is aimed at developing the skills of future specialists in organizing effective advertising and information work in the market, in particular, planning advertising campaigns, conducting marketing research on advertising, creating a creative strategy, and evaluating effectiveness. brands. As part of the study of the discipline, the issues of creating and promoting and managing regional brands are considered.

Relationship Marketing
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline "Relationship Marketing" is to form a holistic systemic understanding of relationship marketing among undergraduates, as a concept for establishing mutually beneficial relationships with consumers and partners in the process of business activities. The discipline is aimed at developing the ability of future specialists to communicate effectively with consumers and buyers, depending on their types, the ability to form and retain loyal customers.

Strategy analysis in marketing
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form a complex of knowledge in the field of strategic analysis for undergraduates: approaches to evaluating the effectiveness of a marketing strategy, evaluating the results of marketing activities, which will allow for effective marketing management of the company. When studying the discipline, the following aspects will be considered: Product development and innovation. Alliances and relationships. Strategic marketing plan. Strategic implementation. Control. Customer Relationship Management

Data for 2022-2025 years

INTERNSHIPS

Pedagogical
  • Type of control - Защита практики
  • Description - Formation of practical, educational-methodical skills of conducting lectures, seminars, creatively apply scientific, theoretical knowledge, practical skills in teaching activities, conduct training sessions in the disciplines of the specialty; own modern professional techniques, methods of training, use in practice the latest theoretical, methodological advances, make educational, methodological documentation.

Research
  • Type of control - Защита практики
  • Description - The purpose of the practice: gaining experience in the study of an actual scientific problem, expand the professional knowledge gained in the learning process, and developing practical skills for conducting independent scientific work. The practice is aimed at developing the skills of research, analysis and application of economic knowledge.

Data for 2022-2025 years