COURSE CURRICULUM

This program offers a comprehensive education in marketing and sales, combining strategic, analytical, and practical business skills. Students gain in-depth knowledge of marketing management, international and sectoral marketing, sales management, and customer relationship management, enabling them to design and implement effective market-oriented strategies. The curriculum emphasizes understanding consumer behaviour through market and advertising psychology, supported by marketing research and applied research methods. Digital competencies are developed through modules in digital marketing and communication, big data management, and brand and media law, preparing students for technology-driven and data-based decision-making. Business simulation and project work allow learners to apply theoretical concepts in realistic scenarios, strengthening problem-solving and teamwork abilities. Broader management knowledge is built through innovation and change management, strategic management, sustainable corporate governance, economics, and business administration. Core financial and legal foundations are covered through accounting, controlling, business law, and business mathematics and statistics. Practical experience is further enhanced through Study in Practice and scientific work, which support research skills and professional readiness. Additional modules in business English, self-management, self-marketing, team management, presentation, and moderation develop communication and leadership capabilities. The program concludes with business plan development and digital business models, equipping graduates to succeed in diverse marketing, sales, and entrepreneurial roles.