If you would like to upgrade your marketing and sales knowledge and gain innovative marketing ideas for your company, programme which combines the fields of marketing and sales is the right choice for you. Enrolment in this study programme is exceptionally interesting for all who have prior technical knowledge and would like to enrich their work with a better sale of products and services. Becoming a master in one of the most attractive fields is exceptionally appealing and ambitious.
This course provides knowledge on how to plan and implement a market research and how to analyse and interpret the collected data. You will learn about the main methodological concepts (in market) research and learn how to prepare a market research outline or plan. The basic purpose of an outline is for the researcher to correctly define the research problem prior to conducting the research and to foresee the appropriate method of collecting empirical data, which allow them to search for answers to the posed questions (or solutions to the research problem). The outline is basically a detailed plan of the market research, which should clearly indicate:
Finance and marketing both have a foreseen part of financial resources at their disposal or their own budget. Do you know the share of total resources that your company/organisation allocates to sales and marketing? Do you know how to monitor and calculate the effectiveness of spent financial resources for the company’s performance? Do you know how to monitor the effectiveness of a marketing campaign or the effectiveness of stimulation on increase in sales? This course will allow you to search for these answers and place special emphasis on newer methods, i.e. the monitoring of investments and the calculation of their effectiveness in online applications and social media.
Do you often come across the terms listed below but do not understand them completely? Do you wish to get a closer insight into the trends in sales development and management, sales management competencies, the sales management process, the definition of marketing and marketing management, marketing and marketing management development trends, the fundamental marketing concepts, the marketing environment, the connections between sales management and marketing management, sales and marketing planning, market measurement and sales forecasting, the employment process in sales and marketing, and the process of analysing sales and marketing success? The Sales and Marketing Management course will undoubtedly offer new insights and show the importance of connections and cooperation between marketing and sales.
This is an exciting course that introduces new aspects and shows the bigger picture of the world of business and entrepreneurship. It is not common to see a course on forecasting in an international business program. However, in today’s quickly changing world, business leaders and entrepreneurs need to point their organisations in the right direction. In this course, students learn and understand the purpose and challenges of forecasting and projecting.
The course/module starts with a look into the development of management theory with the aim of understanding trends and cycles and then expanding them in relation to business cycles and life cycles of companies and products. Furthermore, it delves into business planning and forecasting. Students learn and work with analytical methods as well as methods of intuitive forecasting and projecting. Students have an opportunity to apply the gained knowledge to case studies and engage in amazing discussions with their study peers, which are also the key aspects of this course. The course concludes by linking business forecasting with sustainable development, teaching students to develop a deeper understanding of the sustainable development strategy.
This course takes a holistic approach to innovation development and management. Innovation is very complex and joins many important aspects of business, therefore only linear thinking and an individual approach are not enough. It takes cooperation and a systematic approach. The course is built on the precondition that innovation and innovativeness are the main factors of competitiveness. It starts with a macroeconomic view of innovation at home and in the global market by recognising indexes and indicators, and exploring supporting environments of innovation with R&D and other departments. It includes a study of technological and service innovation and continues with an organisational view of innovation, learning about the techniques and methods of innovation management. The course/module concludes with deeper exploration and the understanding of marketing the potential innovation (market research, market strategy, market segmentation, market potential, customer value, etc.). Throughout the course, students are challenged to apply their new knowledge to case studies and to develop a team project showcasing a potential innovation.
Understanding customer behaviour is a key factor of market success. Through the course, students will thus search for answers to the questions of psychological factors that affect customer behaviour, the effect of emotional experiencing on business performance, how to use psychology in marketing and sales, the psychological factors that affect customer behaviour and loyalty, the role of personality in a business relationship, the psychological aspects of business climate, etc. The course will offer numerous opportunities to apply the gained knowledge to simulations and applicative assignments.
International business refers to a wide range of business activities conducted across national borders. Due to rapidly increasing globalisation, international business has become a popular topic and has drawn the attention of business executives, government officials, and academics. International business must be managed differently from domestic business. At the international level, the globalisation of the world economy and the differences between countries present both opportunities and challenges to international businesses. Business managers need to take into account the globalised business environment when making international strategic decisions and managing ongoing international operations. The overarching logic of the course is intuitive—organised around answering the what, where, why, and how of international business. Knowledge gained is applied to different case studies during the course.
Corporate social responsibility (CSR) is a long-distance run. A company has to be able to use numerous CSR tools, plan and report its activities correspondingly, present them to different publics, and include numerous stakeholders. Unfortunately, there are still a lot of bad practice examples in the world. As their number is too high, we have decided to learn from the bad examples and to mostly address the best practice examples and thus strengthening the positive attitude towards entrepreneurship and development of society and to learn from them how to be socially responsible and sustainable.
With the year 2017, large enterprises in the EU have to report on non-financial aspects of operations. This means that in addition to economic aspects, they also have to report on the social and environmental impacts of their activities. How to do that, what to consider, and how to integrate corporate social responsibility in all processes, products, and services of the company is another aspect covered by the course.
Interest representation, lobbying, and negotiation techniques are widely used terms. We often hear or even use them, but do we truly understand what they mean? What is the purpose of lobbying? What is business lobbying? What is the difference between lobbying and communication with influential publics? What is the importance of negotiations for an organisation and how are they connected to communication and lobbying?
More often than we are aware, different circumstances force us to act as lobbyists or to represent our organisation in negotiations. If we cannot communicate well, we are unable to successfully present our organisation’s products, services or projects to business partners or government authorities. We will not be able to attract customers or investors and obtain the best possible position in our own work environment. As a minimum defence, we need to be familiar with lobbying and negotiation strategies and tactics that other stakeholders will often use when communicating with us. It is also important to be familiar with the criteria of ethics and legitimacy of their actions so as to be able to quickly decide how to act when faced with such challenges.
With a superabundance of offer in the market, sales, as an already important function in a company, is additionally gaining in importance. How to organise sales processes in order to achieve sales targets is the desire of most companies. The course will focus on the relationship between marketing and sales, the strategic elements and effective techniques of sales, how to plan and organise sales activities in order for sales to be successful, what should the sales process be like, the transfer of best practices, the mastery of customer complaints, and how to best use sales opportunities offered by new technologies.
The Master’s Thesis is a written paper and the result of the student’s independent professional work under the supervision of a higher education teacher. In the paper, the student comprehensively covers all fields of the study programme.
With the Master’s Thesis, the student shows that they:
As people tend to subdivide things into smaller parts, students usually only see parts of a whole with courses and face challenges when having to solve current problems in an organisation that require a comprehensive approach, a concrete solution, and successful implementation. The Project Assignment course provides students with the challenge of trying to solve a current problem of an organisation and of having to use all the knowledge gained during their studies. Students have the opportunity to test how to apply the gained knowledge to concrete current examples and to gain valuable experience and references for their future career.
Communication is one of the most important competencies in business. However, what is its role in marketing and advertising? Is this internal or external communication or both? Which types, methods, and techniques of communication are the most effective and how to comprehensively integrate them into a company’s strategic communication or brand development? How to cooperate with advertisers, the media, and agencies for comprehensive marketing communication?
These are questions that will facilitate your curiosity and help you search for the latest knowledge in marketing communication. Best practice examples and the opportunity to apply them to your current example from the work environment will in turn provide new opportunities for your company/organisation to succeed in this field.
When it comes to product and brand development, customers usually do not think about the path that a product has travelled. How is a product made, how does a prototype turn into a product, what about its design, packaging, brand, and value, how does it increase in quality, how does it shape its image? How is the product life cycle managed? How can the marketing mix be used as a tool for the development of new products? How can we strategically develop a brand, how do we generate its value, and how do we manage it? These are questions that will guide us through the content of the course and facilitate our curiosity.
Customer relationship management (CRM) and business intelligence (BI) represent an opportunity for companies/organisations to generate competitive advantage, as they increase effectiveness and transparency. Effective and successful customer relationship management is essential for companies. We will thus search for answers as to the right CRM strategy, which are the fundamental terms and tools, how to shape sales databases, what is the role of employees, what are analytics, how to ensure data protection, etc. As regards business intelligence, we will be interested in how to edit databases and warehouses, how to mine and analyse large quantities of data, how to use them as a basis when making decisions in an organisation, and which information systems to use.
Pricing is exceptionally important for a successful operation of any company/organisation. It is predominantly based on the economic price theory and competition management, while also looking into the psychological factors of price perception of consumers, the importance of costs in pricing, the development of pricing strategies, and the shaping of the price portfolio for different products and services. You have undoubtedly asked yourself how prices of new products and services are determined, how prices of individual marketing channels are managed, and about the role of strategic executive decisions.
The Pricing Strategies and Pricing course looks at the aspect of competition, the legal frameworks and ethical aspects of pricing, price policies, and tactics.
Online marketing emerged in response to the development of technologies and the evolution of sales channels. The course will search for answers and study best practise examples: which are successful online marketing strategies, which are the tools and techniques of online marketing, which are successful business models, how to manage digital marketing channels, how to plan, implement, and evaluate online marketing campaigns, what are the limitations of the Internet, what are the important legal aspects, etc. Students will have the opportunity to test the newly gained knowledge in their work environment and propose improvements.
General corporate communication and its effect on culture and performance. What is important for communication in sales and marketing? What communication techniques are used in advertising and sales? How to conduct a successful sales interview? What makes a successful public performance? How to prepare effective written messages in the context of corporate communication?
Mastery of communication and techniques as one of the most important soft skills. The course will offer an opportunity to test different communication techniques and to recognise the most effective forms of corporate communication.
The course focuses on possible strategic approaches to the definition and management of sales networks and channels as a part of a company’s comprehensive marketing strategy. We will look into the similarities and differences between a sales network and a sales channel, how to develop and manage distribution channels with regard to supplier and customer locations, types of goods, etc. We will explore how modern technologies affect the operation of sales networks and channels. What pricing strategies are there, how can we shape and manage value chains of sales networks and channels in order to achieve the target sales results?
Would you like to recognise the norm or norms that have to be used for a concrete legal relationship with an international element, i.e. a relationship between entities, usually legal entities, which are not part of the same country according to specific criteria? In order to be able to use the law in practice, we have to be familiar with its systematisation in order to find one’s way in the multitude of rules and regulations that are adopted by different institutions but also autonomously shaped by entities within individual countries and also outside their borders.
The purpose of the course is for students to gain knowledge from the field of international business law and to apply this knowledge to practice, while also adopting the basic moral principles of international law or law in general and act accordingly in practice.
Organisation and organisational dynamics are important factors that determine a company’s performance. They include organisational models as well as insight into management, motivation, organisational climate, teamwork, etc. Modern trends increasingly recognise the importance of a good organisational climate.
This course will help you find answers to questions what a company can change in its organisation in order to become more innovative and more successful; what are the weak points of organisation; how do management, motivation, communication, culture, etc. affect organisation; how does culture impede the innovation process; do managers facilitate innovations? What is the role of ethics in organisation?
The Economic Policy in the Media course derives from the position that in today’s environment of unlimited information access it is the processing of information that makes a difference. For companies of all kinds, it is of exceptional importance to understand what media news on government attitude will mean for their business. The course is based on examples from the media and brings a better understanding of actual or future economic policy measures.
Students will be able to differentiate between economic policy instruments. They will be able to relate the information in the media to corresponding macroeconomic and economic policy concepts, which they will have to prove in their seminar paper.
Minimum number of students for program implementation: 15 enrolled students.