COURSE CURRICULUM

The curriculum offers a comprehensive and practice-oriented exploration of contemporary marketing, equipping students with strategic, analytical, and operational expertise across digital and traditional business environments. Students begin by studying Marketing Theory and Marketing Management in the Digital Age, gaining insight into how technology reshapes marketing strategies, customer engagement, and organizational decision-making. Core analytical skills are developed through Marketing Research and Marketing Information Systems, enabling learners to collect, interpret, and apply data effectively. Commercial competencies are strengthened through B2C and B2B Sales, CRM Systems, Sales and Marketing, and Marketing and Communications Controlling, which focus on customer relationship management, performance measurement, and revenue generation. Consumer-focused modules such as Consumption Theory and Consumer Behaviour provide a deeper understanding of purchasing motivations and market dynamics, while Product and Brand Management in Practice emphasizes real-world brand development and lifecycle management. Legal and regulatory awareness is addressed through Media Law, Advertising Law, Data Protection, and Online Terms and Conditions, ensuring students understand compliance and ethical responsibilities in marketing activities. Operational knowledge is supported by Logistics and Supply Chain Management and Offline and Online Service Marketing, highlighting the integration of service delivery, distribution, and customer experience. The curriculum also explores broader business contexts through Online Economy and Intercultural Management and Marketing, preparing students to operate in global and digital marketplaces. Together, these subjects develop a balanced skill set that combines strategic planning, consumer insight, legal awareness, technological competence, and practical execution. By integrating theory with applied learning, the program prepares graduates to manage complex marketing challenges, adapt to evolving market conditions, and contribute effectively to roles in marketing management, sales, branding, digital strategy, and customer engagement across diverse industries.