The mission of the study program is to develop the analytical and strategic skills of the students, promoting the concepts derived from the field of marketing and business.
This program enables students to reflect creativity and efficiency and be challenged with the global business environment. The study program in Marketing and Business (BA) is a program which, through the latest scientific literature, lectures and the most modern practices, develops in students’ knowledge on the main concepts of marketing, market management and business, these elements are adaptable and applicable in wide but especially local economies, because marketing instruments in private sectors, where they are dominated by small and medium-sized innovative enterprises like in Kosovo, marketing instruments are very applicable in the function of managing real business.
Upon successful completion of this academic program, the student will be able to:
1. Define and describe microeconomic and macroeconomic theories and demonstrate knowledge of marketing and business administration, the operation of businesses and their environment, their management and leadership
2. Know the theoretical and practical problems of marketing and business, creation, management, promotion and development of businesses
3. Compare and contrast different theories of marketing and business administration and explain the importance of marketing in business success
4. Examine and compare alternatives to solve problems in sales, marketing and leadership or management of a business
5. Apply the main theories and all the skills learned in the field of marketing and business administration in the design of a business plan, a marketing plan and a management strategy
6. Analyzes and argues the importance of different marketing and business management strategies
7. Identifies the needs of local and international businesses for marketing and effective administration in the conditions of globalization
8. Connect theories and practices in the fields of economics, management and marketing to organize an effective business plan and propose alternatives to problems in a business
9. Communicate effectively and reflect critically in the field of business administration and marketing.
10. Demonstrate a critical assessment of economic issues, especially those relevant to business administration, human and capital resource management, and effective marketing methods through promotion, sales, distribution and product or service.
Upon completion of studies, candidates receive the title of Bachelor of Arts in Marketing and Business
The Bachelor programme is organized in 6 academic semesters; each semester including 15 weeks and 30 ECTS credit points, which means that by the end of the program a student will have collected 180 ECTS. 960 hours lecturing and over 500 hours practice/exercises across three years of studies. In total, over 1500 hours of student work per year.
The course “Microeconomics I” aims to equip students with the fundamentals of microeconomic theory as a branch of economics. The focus will be on the choices and decisions made by individuals and firms under conditions of limited resources. Special attention will be given to markets and related aspects, price determination, and resource allocation.
The main purpose of the course “Mathematics for Economics and Business” is to enable students to develop critical and logical thinking for solving various mathematical problems and making decisions at the macroeconomic and microeconomic level through the use of mathematical models and specialized techniques.
The main purpose of the “English Language 1” course is to develop students’ speaking and writing skills in English in the field of economics and business. Also, it enables students to develop critical and logical thinking in formulating sentences correctly using terminology from the field of economics.
The main purpose of the course “Accountant in Business” is to enable students to create an overview of the structure, organization and organizational culture in business as well as to demonstrate accounting and financial functions within the business.
The main purpose of this course is to provide students with theoretical knowledge accompanied by practical examples, to identify the strategies and specifics of business communication messages in the age of media plurality and mediatization of society. Another goal is to enable students to use scholarly sources in composing a student essay.
The Macroeconomics course aims to provide students with basic knowledge of macroeconomic theories, concepts and practices, developing and advancing students’ knowledge in the field of macroeconomics as a basis that enables the functioning of a local economy as a sub-system of the global economic system.
The main goal of the “Statistics for Economy and Business” course is to equip students with theoretical, conceptual and analytical knowledge for solving concrete problems in the economic field and interpreting economic phenomena that require the application of statistics and statistical instruments.
This course aims to provide students with the necessary basic knowledge about accounting and its role in the management system of economic entities, with the basic concepts and principles used to build the accounting system to provide reliable and quality information through financial statements.
Business law is an important subject for the intellectual and professional development of students, especially those who will be engaged in the business field in the future. Now more than ever, this subject has a special importance because Kosovo is going through a legal and economic transformation. For that reason, this course will prepare students to learn the legal rules applicable in Kosovo and internationally. All of them will enable students to function adequately in an evolving legal environment.
The main purpose of the “English Language 2” course is to develop students’ skills in speaking and writing in English in the field of economics, namely business, but at a higher level compared to English Language 1. It also enables students to develop critical and logical thinking in formulating sentences correctly using terminology from the field of economics.
The general purpose of the course is for students to acquire the skills offered by ICT in solving various problems by using the computer. In this series, several Office Programs will be presented, which will teach you how to use them in combination with each other. The participants will be introduced to the basic skills that they will use to carry out their daily duties, from gaining basic knowledge in Windows to creating a PowerPoint presentation, basic and advanced tasks in Excel and familiarity with the Access Database.
This course has the general objective of equipping students with critical management knowledge and skills involved in planning, structuring, controlling and leading an organization. At the same time, it is intended that students develop their knowledge and skills (know how skills) contemporary conceptual and methodological in the field of management, to diagnose and suggest suitable solutions for different managerial and organizational cases.
Through this subject, the student will learn about the importance of business decisions in the market economy and the role and importance of information for these decisions, which are obtained through marketing research. So, in the theoretical aspect, the process of marketing research will be examined, which will include a wide field of reviews and the implementation of important methods of collection, processing, analysis, interpretation and presentation of data and research results with the aim of providing a marketing mix offer.
This course will introduce students to how informatics has brought about a whole new world of doing business, using innovative information and communication technology for management.
The general purpose of the course is for students to acquire the skills offered by ICT in solving various business problems.
Through this subject we will examine the role of personal selling in the business process and how salespeople perform their tasks and it will be shown what sales really is or what is the sales profession and climate. It will examine the various aspects of the sales task and how to carry out these tasks effectively and efficiently, knowledge on the sales process will also be presented – techniques, sales types will be examined as well as the factors that influence sales (attention, interest, desire, action, satisfaction).
The purpose of Financial Accounting is to develop knowledge and understanding of the fundamental principles and concepts related to financial accounting and technical ability in the use of double-entry accounting techniques, including the preparation of basic financial statements.
This course aims to provide students with necessary information related to regional economic integrations, with special emphasis on the European Union. Another goal of this course is for students to learn about the importance of economic integration versus political integration. Students will be introduced to the history of the creation of the European Union and its institutions, the Copenhagen criteria for EU integration. The special focus will be on the application of economics, with special emphasis on open trade, public finance and macroeconomic theories of trade.
The course is designed to help students develop their research, inquiry and communication skills while providing a road map for their future career in marketing or international business. This course will provide students with an overview of career opportunities in marketing and international business.
Consumer behavior is a subject that studies why and how consumers make certain decisions and how their behavior changes under the influence of certain factors.
The course provides the most advanced model for understanding consumer decision-making, which serves as a program for the success of businesses in the market economy and in times of hyper-competition.
The purpose of the course is to be able to identify the main factors that influence the design and development of a successful idea through the knowledge of the basic principles of entrepreneurship. Through this subject, students will be equipped with knowledge about entrepreneurship as a process and the development of the entrepreneur’s personality, the development of a successful idea, the forms of entrepreneurship, the design of the business idea through the construction of the business plan.
The main purpose of this course is to acquaint the student with the principles, concepts and multidimensionality of globalization trends.
The main purpose of the “Public Finance” course is to enable students to understand the concept and function of public finance, with special emphasis on basic knowledge of economic issues related to the public sector.
This subject is designed to provide students with basic knowledge of leadership as a phenomenon and its impact on organizational behavior and individuals. This subject will analyze the main theories on leadership and analyze the internal and external factors that influence the leadership process.
This subject examines the international business environment and provides the theoretical and practical background to implement marketing and strategy for successfully penetrating international markets and managing international firms. During the lectures, current news articles will be treated by linking them with educational topics, strategic options for the company’s main functions such as international management, production, materials management, research and development and finance, marketing will be analyzed, and how these functions are related to the company’s international strategy will be examined.
This subject integrates the previous studies in the field of marketing in the context of the strategic action of the enterprise, where in the first part it shows where the business is, then it is passed to the stage of what needs to be done, where we should be in the future and how to push the business with the marketing strategy, it will also be addressed how the road will go and how the connection with the market will be according to a marketing plan and finally it will be shown how the marketing strategy will be implemented through strategic models.
The purpose of the “Digital Marketing” course is to train students in the development of digital marketing, the selection of tools and methods for creating a digital marketing plan for the company they work for.
The main purpose of the “Promotion” course is to convey understanding to the target audience in order to build a strong brand, specific issues that include basic promotion decisions, creative briefs, message writing, communication strategy and media strategy, as well as to provide important and up-to-date theories, concepts, techniques and models in marketing communication and promotion.
The course aims to study the impact of digital technology on business strategies based on national, regional and global market requirements. The subject course is based on the transition of the classic system of doing business to the digital system based on global trends, including entrepreneurs to have easier access to the global market through the technology system. Students will gain knowledge about the importance of the impact of technology in the operational management system, in the entrepreneurship system, in the e-commerce system, in the e-marketing system, etc.
The main goal of the course is to present students with the importance of accounting information as a management tool to make appropriate management decisions.
The overall aim of the course is to acquaint students with the basic principles and techniques of human resource management. The course integrates social science concepts and technical aspects in a real-world practical sense. The practical aspect is also emphasized during exercises, where students practice solving simulated problems through case studies.
This course is designed for those students who may be interested in working in the service industry and in addressing the distinct needs and challenges of service management and delivering quality services to customers.
This course aims to familiarize students with international marketing fundamentals, strategic implications of global competition, and cultural diversity. It enhances understanding of global market opportunities, export strategies, and small business operations. Students will develop critical thinking skills and learn to apply analytical tools in international marketing research and decision-making.
The main goal of the course is to provide students with basic knowledge about the project management process. The specific aim of the course is for students to know the types of projects and the complexity of their management; to acquire the knowledge and skills for determining the goals, objectives, activities, resources, time and cost of the project by applying the methods, tools and techniques of project management.
The purpose of the final work of the diploma is for the students, through evaluation by an expert in the selected narrow field, to independently produce a work which reflects the achievement of the fulfillment of all phases related to the subject of the diploma.
The purpose of this course is for students to acquire adequate knowledge of International Finance that includes international transactions in monetary form, the process of foreign investments and the effects on the balance of payments.
The main purpose of the course “Organizational Behavior” is to train students in the development of critical and logical thinking for solving various problems in the organization and making decisions at the level of managing situations through the use of models, methods and concrete examples from the lectures and exercises of the course.
The purpose of the course is to inform students and give you basic knowledge about the legal requirements related to taxes and commercial aspects of companies in Kosovo. Also, this syllabus aims to give students knowledge about the principles and technical areas of taxes and commercial laws, as they affect the activities of individuals and businesses in Kosovo.
Although knowledge and innovation management has been recognized as a key strategic capability and resource for modern organizations and effective learning, however, the efficiency of knowledge and innovation management remains a major challenge for most organizations. Therefore, in this course we will engage with some of the main issues related to the management of knowledge and innovation in organizations.
