Marketing Programme
Head of Chair: Prof. Snezana Ristevska-Jovanovska, PhD
Secretary of Chair: MSc Irena Bogoevska Gavrilova, PhD
Objectives of the study program:
- То acquire knowledge about the marketing concept and marketing instruments and their importance in the operation of modern businesses and organizations.
- То acquire knowledge about consumer behavior, methods used in marketing research, marketing strategies and tactics, innovation management, digital marketing, and social media marketing and their creative application in practice using appropriate online and offline tools for design, implementation, and monitoring and control of the results of marketing activities.
With the development of companies and especially with the development of the Internet and social media, companies face the challenge of adapting to those changes and being generators of change. To keep up with the competition in the domestic and international market, regardless of whether they are present offline and/or online in the market, defining the best marketing strategy and building a desired position of the brand in the market is crucial for achieving business success. For this purpose, companies should apply a holistic marketing approach and successfully implement activities related to marketing planning, marketing research, defining appropriate product and innovation strategies, distribution strategies, pricing strategies, and integrated marketing communications, as well as focus on creativity, digital marketing activities, and social media marketing activities. For operations both in the domestic and foreign markets that are becoming easily accessible through the Internet, it is especially important for companies that employees are trained in the application of the marketing concept through the effective use of all available offline and online marketing tools and techniques. This creates a need for a study program for the first cycle of studies in the field of marketing, which will offer appropriate knowledge, competencies, and skills from offline and online marketing. Such knowledge, competencies, and skills are necessary for all those engaged in business companies as brand managers, account managers in marketing agencies, market analysts, marketing research specialists, product development managers, digital marketing specialists, social media marketing specialists, marketing managers, marketing communications specialists, public relations specialists, pricing specialists, customer relationship management specialists, etc., but also for those engaged in public sector institutions who are closely related to the operation, regulation, and control of audio and audiovisual media, online media and electronic communications in general, with monitoring the market, attracting foreign investments, as well as in the area of public communication and public relations. Also, with the acquired knowledge and skills, students are trained to start their businesses that will offer services in the field of marketing. At the same time, the acquired marketing knowledge and skills enable students to make a scientific-professional and independent analysis and evaluation of the implemented marketing campaigns to monitor the results and propose measures for more efficient and effective implementation of future marketing campaigns, that is, it enables them to critically evaluation of presented ideas, offering original solutions and successfully dealing with every task set in the field of marketing in everyday work and living.
The study program in Marketing is structured in a way that enables the acquisition of knowledge and qualifications from offline and online marketing. After completing the first cycle of studies in marketing, students will acquire knowledge, skills, and competencies that will enable them to engage and advance in several career disciplines: market analysis, consumer behavior analysis, marketing research, marketing planning, marketing decision-making, analysis and evaluation of brand position, offline and online communication media, etc.
Through the knowledge acquired in the marketing study program, students will be prepared for a successful career in both the private (business) sector and the public sector. A career in the public sector refers to various regulatory agencies (Agency for Audio and Audiovisual Media Services, Agency for Electronic Communications, Agency for Foreign Investments and Export Promotion, etc.), ministries (especially economic departments), but also all other ministries in the communication and public relations sector. A career in the private sector refers to marketing agencies, digital marketing agencies, market research agencies, telecommunications companies, banks, and other financial institutions, in the marketing departments of private trading companies from various sectors, as well as establishing and building own
company through the application of acquired knowledge and skills in the field of marketing. Also, considering the application of the marketing concept in the non-governmental sector, the knowledge gained in this study program can be successfully applied to non-governmental organizations as well as international organizations and institutions.
The Bachelor of Marketing in Economics is familiar with the basics of economic phenomena and processes and has achieved mastery in techniques for analyzing processes and situations, as well as for proposing and selecting solutions to identified problems.
SPECIFIC COMPETENCES
The Bachelor of Marketing in Economics is skilled to apply techniques for managing the marketing activities of companies, i.e. product management, pricing, distribution and promotion. In addition, the economist in marketing is qualified in the application of market research methods, consumer behavior and marketing instruments. Accordingly, the job positions where these staff can be employed are private sector companies, public institutions and public administration, civic associations and other institutions.
General and specific qualification descriptors
By adopting the knowledge of this study program, the student is expected to demonstrate the following knowledge, abilities and skills:
Knowledge and Understanding
- Demonstrates knowledge of the marketing instruments and methods for their management aimed at accomplishing positive results in the company’s operations.
- Shows knowledge which is necessary for identifying the different aspects and factors affecting the consumer behavior and the buying decision-making process.
- Shows knowledge of the phases of the marketing research process and the different qualitative and quantitative methods applied in marketing research.
- Demonstrates knowledge for identifying information and aspects necessary for completing appropriate marketing plans and marketing strategies.
Application of Knowledge and Understanding
- Uses the theoretical understandings for successful identification and combination of the marketing instruments in companies.
- Independently develops marketing research projects and explores and analyzes the marketing instruments, as well as consumers’ attitudes, perceptions and behavior, consequently suggesting appropriate solutions.
- Uses the theoretical principles for developing marketing plans and marketing strategies.
Assessment Capability
- Shows ability for observing marketing processes and for identifying the relevant information necessary for managing these processes.
- Shows ability for identifying and acquiring relevant primary and secondary data necessary for researching the marketing phenomena and marketing processes.
- Demonstrates ability for analyzing and interpreting the obtained data, as well as for their application aimed at promoting the marketing functioning in companies.
Communication Skills
- Shows ability for team work, initiates discussions, but also actively listens.
- Successfully uses the principles and codices for professional business communication.
- Shows ability for successful presentation of the research project results.
- Has understanding of the psychological processes which form the basis of the consumer behavior, as well as of the human behavior in general.
Learning Skills
- Has developed skills for learning – reading, memorizing, listening, interactive involvement, observing and analyzing.
- Demonstrates ability for critical evaluation of the presented ideas, provides original solutions and successfully copes with any given task.
- Identifies his/her interests in the marketing area and successfully acquires new knowledge and skills.
First Year Compulsory Courses | ||||
No. | Code | Course Title | Classes | ECTS |
Winter Semester | ||||
1 | ECN 110 | 6+0 | 8 | |
2 | MST 110 | Mathematics for Business | 4+2 | 8 |
3 | АCC 110 | 4+2 | 8 | |
Summer Semester | ||||
4 | MST 120 | Statistics for Business and Economics | 4+2 | 8 |
Second Year Compulsory Courses | ||||
Winter Semester | ||||
5 | MGT 210 | Principles of Management | 6+0 | 8 |
6 | MKT 210 | 4+2 | 8 | |
7 | MKT 220 | 4+2 | 8 | |
Summer Semester | ||||
8 | MKT 230 | 4+2 | 8 | |
Third Year Compulsory Courses | ||||
Winter Semester | ||||
9 | MKT 310 | 4+2 | 8 | |
10 | MKT 320 | Integrated Marketing Communications | 4+2 | 8 |
11 | MKT 340 | 4+2 | 8 | |
12 | MGT 390 | 6+0 | 8 | |
Summer Semester | ||||
13 | MKT 330 | Pricing Policy | 4+2 | 8 |
14 | EBU 220 | 4+2 | 8 | |
Winter Semester | ||||
15 | MKT 410 | 4+2 | 8 | |
16 | MGT 320 | 6+0 | 8 | |
Summer Semester | ||||
17 | MKT 430 | 4+2 | 8 | |
18 | MKT 420 | 4+2 | 8 | |
19 | MGT 430 | 4+2 | 8 | |
Graduation Thesis | 3 |
WINTER SEMESTER
- Agricultural Policy
- Business Data Analytics
- Business Databases
- Bank Management
- Business Logistics
- Business Ethics
- Digital Economy
- Governmental Accounting and accounting of Non-profit Organizations
- European Economic Integration
- Econometrics
- Economics of Investments
- Public Sector Economy
- Economy of Macedonia
- Economic Growth and Development
- ERP Systems
- Industrial Policy
- Public Finances
- Quantitative Methods in Finance
- Corporate Financial Reporting
- Personal Finance
- Macroeconomics
- International Organizations and Integrations
- International Trade Transactions
- International Finance
- Human Resource Management
- Macroeconomic Analysis Methods
- Microeconomics
- Monetary and Fiscal Policy in the EU
- International Trade
- National Accounts
- Operations Management
- Information System Analysis and Design
- Operational Research
- Accounting Information systems
- Statistical Quality Control
- Strategic Management
- Theory of Organization
- Commercial Law
- Financial Accounting
SUMMER SEMESTER
- Time Series Analysis
- Financial Statements Analysis
- Banking
- Introduction to Environmental Economics
- Global Economy and Economic Systems
- Web Design and Development
- Business Planning
- Demographics
- Direct Marketing
- Government Regulation of Business
- E-business Innovation
- EU Single Market
- Economics of Innovation
- Labor Economics
- Economics of the Welfare State
- Economic Statistics
- Capital Budgeting and Investment Management
- Internal Audit
- Information Technologies
- Local Finance
- Social Media Marketing
- International Management
- International Economics
- International Accounting
- Insurance Management
- Management of Business Processes
- Small Business Management
- Procurement Management
- Customer Relationship Management
- Performance Management
- Change Management
- Risk Management
- Management of Financial institutions
- Monetary Economics
- Multilateral Trading System
- Multilateral Trade Regulation
- Public Relations
- Organizational Behavior
- Fundamentals of Business Analytics
- Introduction to E-Business
- Entrepreneurship
- Project Management
- Development of Economic Thought
- Regional and Urban Economy
- Audit
- Accounting Control Systems
- Theories of International Trade
- Decision Making Theory
- Systems Management
- Management Accounting I
- Management Accounting II
- Financial Econometrics
- Financial and Actuarial Mathematics
- Financial Markets and Institutions
- Securities and Portfolio Management