Educational program

Purpose: The program is aimed at the formation of competency-based training of specialists in the field of marketing; able to carry out research work involving information technology, process research results, analyze all elements of the marketing mix; develop marketing strategies, achieve them and implement marketing technologies in organizations.

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.