Internet-Marketing
8.075.00.04 Internet-Marketing
Qualification awarded: Master in Marketing
Entry year: 2021
Mode of study: full
Program duration: 1,5 роки
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 its application in the Internet and focuses on research and practical activities that deepening the professional outlook and provide the possibility of further professional and scientific careers in higher education institutions and research institutions, in business structures, state institutions and public organizations. The main focus of the educational program: the educational and professional program represents the special education and professional training of masters focusing on the development and Internet marketing complex management.
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
– formation of incoming and outgoing information flows using the Internet.
– 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
– the ability to organize the trading activity of a business entity using the Internet
– ability to plan and implement cross-platform coordination of marketing communications in the Internet
– be able to determine the optimal model of e-commerce systems and apply its functionality for conducting business operations in 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.
– 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: 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
Programme director: Doctor of Economics, Prof. Hrynkevych Svitlana
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 the educational and professional program are the use of a multidisciplinary system of theoretical and practical training, modern marketing specialists, which involves increasing the level of knowledge and skills in Internet marketing taking into account the social responsibility of business, deepening of professional digital and communication competences in the management of marketing innovations, improving the e-commerce process efficiency on the basis of an omnichannel approach, development of marketing strategies and the management solutions formation for promotion of goods and services in the Internet, marketing in social networks, content marketing taking into account the requirements of the economic environment.
Educationally and professionally program includes the possibility for the applicant to choose one of two individual professional lines, which will allow to strengthen the level of professional competences of a professional direction.
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.