Marketing Management and Processes

Teaching results

By completing the course, students gain broader knowledge about microeconomic, behaviorist, neo-institutional approaches and their consensuality for solving marketing problems. They will acquire knowledge about the interrelationships of management, marketing and the wider economic and business environment. By developing critical thinking, they will expand their knowledge of strategic planning concepts and the importance of the basic attributes of the value chain and their manifestations in the theory of the business system. They will gain an overview of scientific approaches to decision-making models and knowledge support in marketing management. They deepen their knowledge about the process approach in marketing management and about the mapping of marketing processes in the activities of companies.
Graduates of the course will acquire the ability to independently design, formulate and implement a research project that comprehensively solves marketing management problems in a specific branch and in a wider multidisciplinary context. They will be able to carry out original research that pushes the boundaries of existing knowledge, generates new scientific knowledge or new process solutions; to propose tools and methods of effective response to the current conditions of the domestic, single European and world market. They can critically analyze, evaluate and synthesize existing and new knowledge about the development of markets and their entities, the ability to make conclusions and strategic decisions based on scientific analysis.
By completing the subject, students will acquire competencies that will enable them to apply for managerial positions in all types of companies, in specialized marketing workplaces and in the field of research and higher education. They can confront marketing science with a wide range of managerial and business problems and effectively participate in integrated approaches to the overall conceptual framework of the enterprise.