Marketing
8.075.00.01 Marketing
Qualification awarded: Master in Marketing
Entry year: 2021
Mode of study: full
Program duration: 1,5 years
Institute: Institute of Economics and Management
Number of credits: 90 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: Subject area. 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 professional 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 professional program represents special education and professional training of masters in four relevant practical lines: marketing, marketing services, marketing in the field of trade, marketing logistics.
Gained competence: – to know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing
– understand the essence and features of the use of marketing tools in the marketing decision-making process
– know and understand the importance of social responsibility for decisions, observe moral and cultural values
– 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
– know and understand current theoretical and practical approaches to the organization of marketing distribution policy and the formation of optimal goods distribution channels.
– 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
– present and discuss the results of scientific and applied research, marketing projects in state and foreign languages
– 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
– to use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing
– 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
– form a marketing system of interaction, build long-term mutually beneficial relationships with other market participants
– collect the necessary data from various sources, process and analyze their results using modern methods, and specialized software
– be able to demonstrate in-depth knowledge of the theoretical and methodological foundations of developing a comprehensive mechanism for implementing marketing 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
– to be able to carry out measures for the systemic optimization of the enterprise's activities in the field of customer service
– be able to organically and effectively combine the tools of marketing commodity, price, communication, and distribution policy of a trading enterprise
– 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.
– clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students
– use of foreign languages in professional activities.
Academic mobility: None, but mobility is encouraged and recognized according to ECTS procedures.
Work placement(s): Practice on the topic of Master's qualification work
Programme director: PhD, Assoc. Prof. Kosar Nataliia
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 EPP 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.
Despite the universal toolset of marketing, EPP 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.