The goal of the MARKETING study program is to enable students to acquire in-depth knowledge in the field of marketing and specific skills for applying this knowledge in practice. To achieve these goals, the study program deals with the theoretical aspects of this field, focusing on their practical application.

By acquiring the knowledge of this study program, the student is expected to demonstrate the following knowledge, competencies, and skills:

Knowledge and understanding:

• Demonstrates knowledge regarding marketing instruments in production and service companies to achieve positive results in operations.
• Demonstrates the knowledge necessary to identify the various aspects and factors that influence consumer behavior and the purchase decision-making process.
• Demonstrates knowledge of the process of marketing planning, formulating, and implementing marketing strategies, and marketing decision-making.
• Demonstrates knowledge of innovation and new product introduction strategies, strategic distribution and marketing channels, pricing policy formulation strategies and tactics, and marketing communications strategies using an integrated marketing communications approach.
• Demonstrates knowledge of communicating with internal and external publics and communicating direct communication messages with a focus on marketing communication activities via e-mail.
• Demonstrates knowledge of the individual stages of the marketing research process and the methods used in marketing research.
• Demonstrates knowledge of the various data analysis methods and tools that can be provided through social media.
• Demonstrates knowledge of the concept and application of international marketing.
• Demonstrates knowledge of basic concepts and the entire eco-system of social media and their impact on companies’ marketing strategies.
• Demonstrates knowledge of the process of creating content for various media and developing content marketing strategies.

Application of knowledge and understanding:

• Applies theoretical knowledge for successful identification and combination of the marketing instruments of a product, or a service.
• Applies theoretical knowledge for successful identification and understanding of the factors that influence consumer behavior and the purchasing decision-making process.
• Independently makes decisions about marketing communication instruments, and communication media, as well as decisions regarding the message and its structure.
• Independently analyzes the marketing strategies of the companies and makes the best marketing decisions in the marketing planning process.
• Independently makes decisions regarding the selection and communication with the target groups of the public, the selection of customers, and the creation of a direct marketing-communication message and e-mail marketing campaign based on systematized data about the customers.
• Independently develops a marketing research project and investigates and analyzes individual marketing tools and consumer behavior, proposing appropriate solutions.
• Independently applies the separate methods and tools for data analysis that can be provided through social media.
• Implements appropriate product policies.
• Analyze the alternative distribution channels and choose the channels that will be used to achieve the distribution goals.
• Independently develops strategy and tactics regarding prices as a marketing tool.
• Independently develops a social media marketing strategy, keeping in mind the digital marketing strategy.
• Independently develops and creates content for various media and applies content marketing with a focus on social media.

Assessment Ability:

• Demonstrates ability to observe marketing processes and identify relevant information necessary to manage these processes.
• Demonstrates ability to observe consumer behavior and the factors that influence it.
• Demonstrates ability to observe service-specific marketing processes and identify relevant information necessary to manage these processes.
• Demonstrates the ability to analyze marketing-communication activities, create a marketing-communication message, and send the message adapted to the individual instruments and media.
• Demonstrates the ability to analyze individual marketing strategies and to interpret the results of applied marketing strategies.
• Demonstrates the ability to develop a plan for communication with target groups of the public, use customer data to select customers, create a direct communication message, and apply an e-mail marketing campaign.
• Demonstrates ability to identify and collect relevant primary and secondary data necessary for researching marketing phenomena and processes.
• Demonstrates ability to identify relevant data and data analysis methods and tools that can be provided through social media.
• Demonstrates the ability to implement positioning strategies in the individual stages of the product life cycle.
• Demonstrates ability to analyze and apply global marketing strategies.
• Demonstrates ability to analyze and evaluate pricing strategies and tactics as a marketing tool.
• Demonstrates ability to analyze and implement social media marketing activities and create appropriate marketing content for offline and online communication media.

Communication skills:

• Possesses abilities for professional discussion in the direction of arguing the advantages and weaknesses of individual marketing strategies and interpreting the expected results of the proposed marketing strategy.
• Demonstrates the ability to successfully present the results obtained from the conducted research projects.
• Can present and interpret the results of social media data analysis to marketing decision-makers.
• Demonstrates ability to present decisions regarding pricing, product, and distribution strategies and tactics as instruments of the marketing mix.
• Can present decisions regarding the selection and application of appropriate marketing communication instruments, and appropriate communication media, as well as decisions regarding the message.
• Can present decisions regarding communication with individual groups of the public, regarding direct communication messages and marketing activities through e-mail based on systematized customer data.
• Demonstrates ability to present decisions regarding social media marketing and content marketing for various media.

Learning Skills:

• Recognizes own interests in the field of marketing in general and the marketing of services, as well as in the field of consumer behavior and successfully acquires new knowledge and skills.
• Demonstrates ability to critically evaluate planned marketing activities, marketing strategies, and expected and planned marketing results, and offers original solutions and suggestions regarding marketing strategy and tactics.
• Demonstrates the ability to critically evaluate the presented ideas and methods, offers original solutions, and successfully copes with each assigned task.
• Demonstrates the ability to critically evaluate marketing activities related to product, price, distribution, and marketing communications as marketing instruments, offers original solutions, and successfully handles any given task related to the marketing mix.
• Demonstrates the ability to critically evaluate communications with individual public groups, as well as marketing activities based on customer data, offers original solutions, and successfully handles any given task in various communications topics.
• Demonstrates ability to critically evaluate decisions regarding social media marketing as an integral part of digital marketing.
• Demonstrates ability to critically evaluate creative solutions for various media and content marketing activities.