Marketing Marketing
Qualification awarded: Master in Marketing
Entry year: 2022
Mode of study: full
Program duration: 1 year 10 months
Institute: Institute of Economics and Management
Number of credits: 120 credits ECTS
Level of qualification according to the National Qualification Framework and the European Qualifications Framework: NQF Level 7 (Second cycle of QF-EHEA / EQF Level 7)
Field(s) of study: Management and Administration
Specific admission requirements: None
Specific arrangements for recognition of prior learning: Provided that the previous level was obtained in another country, nostrification, which is carried out by Lviv Polytechnic, is required.
Qualification requirements and regulations, including graduation requirements: Full implementation of the educational program, defense of Master's qualification work.
Characteristics of the educational program: Object of study: marketing activity as a form of interaction of subjects of market relations to satisfy their economic and social interests. Learning goals: training of specialists who possess modern economic thinking and relevant competencies necessary for solving problems and solving complex tasks of marketing activity, which involve conducting research and/or implementing innovations and are characterized by uncertainty of conditions and requirements. Theoretical content of the subject area: the essence of marketing as a modern concept of business management; conceptual and categorical apparatus, principles, functions, concepts of marketing; the specifics of the activity of market subjects in different areas and on different types of markets; content of marketing activities, development of marketing strategies and formation of management decisions in the field of marketing. Methods, techniques and technologies: general scientific and special methods, professional methods and technologies necessary to ensure effective marketing activities. Tools and equipment: modern universal and specialized information systems and software products necessary for making and implementing marketing management decisions. Orientation of the educational program: the educational and scientific program is based on well-known provisions and results of modern scientific research in the field of marketing and focuses on research and practical activities that deepen the professional worldview and provide the possibility of a further professional and scientific career in institutions of higher education and research institutions, business structures, state institutions and public organizations. The main focus of the educational program: the educational and scientific program represents special education and professional training of masters in six relevant practical lines: marketing, services marketing, trade marketing, marketing logistics, digital marketing, e-commerce marketing.
Програмні результати навчання: To know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing To be able to adapt and apply new advances in the theory and practice of marketing to achieve specific goals and solve the problems of the market entity Plan and conduct their own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation Be able to increase the effectiveness of a marketing activities of market entity at different levels of management, develop projects in the field of marketing and manage them Be able to form and improve the marketing system of a market entity. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activities of the market entity Carry out diagnostics and strategic and operational marketing management for the development and implementation of marketing strategies, projects, and programs Manage the marketing activities of the market entity, as well as its divisions, groups and networks, determine the criteria and indicators of its evaluation Collect the necessary data from various sources, process and analyze their results using modern methods, and specialized software Know and understand the importance of social responsibility for decisions, observe moral and cultural values To be able to identify scientific and practical research problems and solve them using the provisions of the theories and methodology of marketing, as well as general scientific and special research methods. Be able to publicize the results of one's own scientific research in a professional environment and present them using modern technical means Apply pedagogical technologies and conduct classes in professional educational disciplines in accordance with current legislation. Block "Marketing" To be able to analyze and structure the problems of management of innovative activities at the level of structural divisions of the enterprise and in the relations of the enterprise with external innovators, to identify problems in promoting the innovations of the enterprise to the market To be able to integrate and apply the methodology and tools of communicative influence on the target audience in order to activate the innovative activity of the enterprise at different levels of management Line Marketing Be able to demonstrate in-depth knowledge of the theoretical and methodological foundations of developing a comprehensive mechanism for implementing marketing and logistics projects Be able to determine the target audience of promotion activities, to form and implement media campaigns on the principles of omnichannel, to determine their intermediate and final results Line Services marketing To be able to carry out measures for the systemic optimization of the enterprise's activities in the field of customer service Know modern concepts and technologies of modern concepts and technologies of comprehensive customer service using the criteria for systemic optimization of the work of a market entity Line Trade marketing Be able to organically and effectively combine the tools of marketing commodity, price, communication, and distribution policy of a trading enterprise Know and understand current theoretical and practical approaches to the organization of marketing distribution policy and the formation of optimal goods distribution channels Line Marketing logistics Develop strategic, operational and current plans for logistics activities of the enterprise Be able to demonstrate in-depth knowledge of methodological tools for evaluating marketing decisions, their impact on the financial performance of logistics activities of the enterprise and its market position Block "Internet marketing" Be able to use software for setting up effective promotion of goods and services on the Internet Understand the essence and be able to generate visual and textual material that best meets the expectations of the consumer of the company's product or service Line Digital marketing The ability to organize the trading activity of a business entity using the Internet Formation of incoming and outgoing information flows using the Internet Ability to plan and implement cross-platform coordination of marketing communications on the Internet Line E-commerce marketing Be able to determine the optimal model of e-commerce system and apply its functionality for conducting business operations on the Internet Ability to provide (purchase) services using information and communication technologies of the global Internet network Ability to integrate marketing communications in electronic media to ensure systematic promotion activities
Academic mobility: National and international credit mobility based on bilateral agreements between Lviv Polytechnic and partner higher educational institutions. Education of foreign students of higher education is possible after studying the Ukrainian language course.
Work placement(s): Practice on the topic of Master's qualification work and research and teaching practice.
Programme director: PhD, Assoc. Professor Nataliya Hayvanovych
Occupational profiles of graduates: Jobs in the private and public sectors, in various sectors of the economy in senior positions in domestic and international marketing, management of marketing departments, a wide range of processes and operations in the provision of marketing services, as well as in higher education institutions as teachers, researchers.
Access to further studies: Obtaining third (educational and scientific / educational and creative) level
Other program features: The features of ESP are the use of a multidisciplinary system of theoretical and practical training, in the formation of which disciplines are offered, which make it possible to apply an omnichannel approach to the implementation of marketing activities of the enterprise, to form an adaptive marketing toolkit of a market entity, allow deepening professional digital and communication competencies in the development of marketing strategies and the formation of management decisions to promote goods and services in modern dynamic markets. Despite the universal toolset of marketing, EP is aimed at ensuring the academic freedom of students through the possibility of choosing the path of their own professional development - choosing one of the professional lines that reflect different areas of economic activity. The educational process is based on the principle of multi-aspect integration implementation of the educational training content, the latest interactive learning technologies, as well as the use of modern information and communication technologies.