The mission of the MA program in Marketing and Business Management is to bring students closer to the demands of the labor market and the nature of business through the teaching process and scientific research and thus enable them to transform their professional competence in the context of developing digital, entrepreneurial, analytical, strategic, research and creative skills in the field of marketing and business management.
The objectives of the program are:
– To develop students’ abilities to understand and meet the demands of the labor market, equipping them with professional competencies closely related to business and marketing management in the conditions of rapid digital and economic development.
– To enable the development of students’ digital, analytical and entrepreneurial skills, which are essential in the modern business and marketing environment.
To promote scientific research, creativity and strategic thinking among students to generate innovative solutions in the field of marketing and business management.
Upon successful completion of this program of study, the student is expected to demonstrate the following:
Knowledge:
– Identify appropriate strategies at an advanced level of marketing by obtaining information from the external and internal environment of an organization;
– Explain important analytical terminology, facts, concepts, principles, techniques and theories used in the field of marketing and business management;
– Introduce innovation theories as a source and tool for implementing strategic changes within an organization;
– Describe in an advanced manner the roles of advertising, sales promotion, public relations, personal selling and direct marketing;
– Draw conclusions on problematic and complex issues within international business, innovation and entrepreneurship and disseminate findings to academia and businesses;
– Illustrate how the international trade system, economic, political-legal and cultural environments in a foreign country influence a company’s international marketing decisions;
Skills:
– Demonstrate critical thinking skills in market analysis and identification of strategic solutions to complex challenges in marketing and business management.
– Communicate effectively with specialized audiences by drafting and presenting professionally structured reports on research and analysis in marketing and business management.
– Use advanced technology and software for market research and statistical analysis to make data-driven decisions and formulate marketing and business management strategies.
Competencies:
– Provide solutions to complex ethical and professional issues related to marketing and business in a global environment, making informed decisions under conditions of ethical ambiguity.
– Manage teamwork with creativity and responsibility, contributing to the development of innovative and strategic projects that help national and international business.
– Apply advanced knowledge in marketing and business management in practice, creating new and creative strategies for selling and promoting products in national and international markets.
completion of studies, candidates receive a Master of Arts in Marketing and Business Management.
The study program in Marketing and Business Management (MA) consists of two years of study, respectively four semesters.
The credit value of one semester is 30 ECTS, respectively 120 ECTS at the end of studies.
Upon completing the master’s level, the student is entitled to continue further doctoral studies in the PhD programs, consisting of three years with total 180 ECTS.
DROP OUT RATE <14%
EMPLOYABILITY OF STUDENTS >80%
STUDENTS PERFORMANCE 8.5
The primary goal of the course “Brand Management and Public Relations” is to advance, enable, encourage, and prepare students with advanced knowledge related to brand management and fundamental concepts, as well as the principles of public relations, with the aim of creating a positive public opinion regarding the power of branding for businesses and individuals.
The purpose of this course is to offer students a creative approach to building sustainable relationships between businesses in order to increase their skills in selling products and services in terms of solving customer problems by communicating through the most modern techniques and technologies.
The purpose of the course Scientific Research Methodology is to provide students with a structured and systematic framework to guide research or problem-solving in a study. The course outlines the methods, techniques, and processes to be used for collecting, analyzing, and interpreting data, ensuring that the study is reliable, objective, and relevant.
The course “Personal Selling and Negotiation” aims to provide an advanced and practical approach to the personal selling process and the art of negotiation. This course helps students develop communication, influence, and interaction skills to build sustainable relationships with clients and achieve successful outcomes in negotiations. The course aims for students to acquire advanced knowledge about the importance of personal selling in the business process and to study the role of negotiation in the development of the sales-purchase spectrum, ensuring the long-term maintenance of client relationships that secure economic sustainability for the organization.
The course “Business Environment and Legal Aspects” aims to equip students with the essential knowledge and skills to understand and apply the legal principles that govern business operations. These include contracts, intellectual property, regulations, and risk management, with a focus on compliance with laws and regulations. It also prepares students for challenges in the global market.
The purpose of the course ‘FinTech, Blockchain, and New Business Models’ is to equip students with knowledge and skills related to revolutionary and contemporary financial technology platforms, such as Blockchain, for the financial system and Blockchain in the transformation of financial inclusion and new business models.
The purpose of the course “Value and Supply Chain Management” is to develop advanced knowledge in students regarding the importance of timely supply of goods to businesses and consumers, as well as the management of the global economy supply chain in general, by stimulating critical thinking on topics such as economic reasoning, business negotiations, and opportunities for improving Supplier Management.
The course “Advanced Market Research Models” aims to advance students’ knowledge of the process of obtaining detailed information across all business areas to enable efficient decision-making in business. Through this knowledge, students will determine which product/service is the most profitable or in demand to ensure economic sustainability for the business.
The course Business Leadership and Management aims to equip students with theoretical knowledge and practical skills, enabling them to build professional individual and team competencies for the independent leadership and management of various businesses.
The main objective of the course is to increase students’ advanced knowledge of the most advanced concepts of international trade as well as the challenges and strategic implications that different agents have in these relations, which knowledge these students are expected to acquire and apply in real life.
The aim of the course is to provide students with a thorough understanding of the principles of Quality Management Systems (QMS), emphasizing their strategic role in improving customer satisfaction, brand reputation and operational efficiency. By the end of the course, students should be able to apply QMS frameworks, such as ISO 9001, to analyze and improve quality processes in the context of marketing and business management, aligning quality initiatives with organizational objectives and customer expectations.
The course aims to advance students’ knowledge in the field of green marketing and social responsibility, as key elements of sustainable business development. Through this course, students will understand how green marketing can help create a strong connection with consumers, thus contributing to environmental conservation and socially responsible development.
The purpose of the course is for students to gain knowledge in the field of Strategic Management and to apply this knowledge and skills acquired in the future in the workplace where they work and in society in general.
The primary goal of the course Business Data Analysis and Artificial Intelligence is to equip students with theoretical knowledge of the rapid developments in artificial intelligence by integrating business data (big data) and to develop creative skills for utilizing various AI platforms in marketing and business.
This course aims to equip students with an in-depth understanding of the concepts and practices of digital marketing and social media, preparing them to develop, analyze, and manage effective digital strategies that increase online presence and brand engagement. By combining theory with practice, students will gain knowledge and skills that will enable them to be successful in managing digital campaigns and in strategically using social platforms for various business purposes.
The course Preparatory Seminar for the Master’s Thesis aims to enable students to develop scientific skills within the framework of practical skills, through which students will acquire advanced scientific and professional knowledge through workshops, research projects, analytical papers, papers with critical and professional analysis, etc. It will also develop the necessary skills to write and present a master’s thesis, having a significant impact and benefit in economic and social developments.
The aim of the course is to familiarize students with marketing services, where it aims to familiarize students with the basics and principles of marketing in the service sector by analyzing the special nature of service products and managing their quality to achieve customer satisfaction and loyalty. This includes the analysis of the specifics of the service sector, the characteristics of the service market and the elaboration of specific cases related to the concept of marketing services.
The course ‘Marketing of Innovations’ aims to equip students with advanced knowledge and practical skills to develop, manage and implement marketing strategies that promote innovation, focusing on creating competitive advantages and adopting new products and services.
Tema Master – 30 ETCS
