Degree: MASTER
Duration: 2 years (4 semesters)
ECTS: 120
Fields of study: Marketing Processes, Marketing Capacities, Marketing Research, Target Market Segments
Languages of instruction: Russian, English (on request)

DESCRIPTION

The programme is focused on training of high-qualified, competitive experts in the field of analytical support of managerial decisions in various sphered of national economy on the basis of combining modern educational technologies and fostering techniques to develop personal and professional traits and creative skills of students. The complex of obtained knowledge and competences provides skills and capabilities of analyzing trends of market characteristics varying (correlation of demand and offer, market conditions, competences etc.) while adapting company’s innovative development strategy to the said characteristics; making decisions concerning strategic and operative-tactical planning, establishing priorities in pricing and communication policies, creating a sale-distributing infrastructure, as well as indicating economic efficiency of undertaken marketing actions. The set goal is achieved by attaining the objectives of education, fostering and development.

The Master's degree programme aims at development of personal traits in students that encourage their creativity, general cultural growth and social mobility, such as commitment, self-organization, diligence, responsibility, independence, civism, adherence to ethic values, tolerance, persistence in goal attainment.

In the field of education the main goal of the educational programme is to prepare masters in the field of social and economic sciences, as well as to give higher professional profile-oriented education enabling graduates to successfully work in the chosen sphere, to possess deep subject-specific competences and skills of scientific research that promote their social mobility and stability in the labor market. The education in the given programme focuses on meeting requirements for high-qualified personnel in the labor market of Penza, Penza region and the Russian Federation in whole.

The programme includes lectures, laboratory practice, seminars and workshops, tutorials, student independent work.

AIMS

organizational and managerial activity:
•    marketing system formation at an enterprise; monitoring and assessment of enterprise’s marketing activities at various levels (federal, regional, municipal (local) levels);
•    development of organization’s marketing strategy, planning and implementation of organization’s marketing strategy;
•    management of marketing department at organizations and enterprises of various forms of property;
•    organization and management of creative teams to complete organizational and managerial tasks;
•    economic efficiency assessment of marketing activities and marketing system establishment at an organization;

analytical activity:
•    search, analysis and assessment of information to prepare and make managerial decisions concerning organization’s marketing;
•    existing marketing system efficiency analysis; analysis and modeling of marketing planning processes;
•    marketing project efficiency assessment taking into account the uncertainty factor;
•    practical usage of data obtained as a result of analysis of marketing information and accessible criteria of company’s risks assessment;
•    organization’s marketing system audit;

research activity:
•    conduct of complex marketing research in various markets;
•    system analysis of the market and its development forecasting for the purposes of efficient functioning and facilitating consumers’ inquiries;
•    development and implementation of innovations in provision of services to consumers and scientific support of marketing activities;
•    efficiency assessment of innovations in marketing activities;
•    development of methods and tools of marketing research and analysis of result;
•    search, collection, processing, analysis and systematization of information by topics of the research carried out;
•    preparation of reviews, reports and scientific publications on topical marketing problems;

teaching activity:
•    development of educational and instructional materials to provide training of personnel of company’s marketing department in accordance with a development strategy;
•    development and usage of modern educational technologies in the course of education of experts in marketing;
•    organisation and participation in the educational process of higher professional education and additional professional education, which develop professional competences of marketing experts;
•    organisation and control of results of activities; pedagogical activity at educational institutions.

LEARNING OUTCOMES

On successful completion of the course, the graduates should be able to (10-12 key competences):
•    manage organizations, departments, teams, projects and networks;
•    develop a corporative strategy, programs of organizational development and change, as well as to ensure their implementation;
•    apply quantitative and qualitative methods to carry out applied research and management of business processes, to prepare analytical materials on the basis of results of the said methods implementation;
•    apply methods of economic and strategic analysis of behavior of economic agents and markets in the global environment;
•    generalize and critically assess research results of topical managerial problems obtained by Russian and foreign researchers;
•    introduce results of conducted research in the form of a scientific report or an article;
•    substantiate topicality, theoretical and practical importance of a scientific research;
•    conduct independent research in accordance with the developed programme;
•    prepare and plan marketing activities;
•    apply modern marketing approaches and methods in conditions of changing external media in accordance with company’s resources and goals;
•    analyze a current marketing strategy and tactics taking into account specific features of the environment, company’s goals and resources;
•    know actual methods of market research: goal setting, planning, organization, implementation of marketing research;
•    know methods of operating large arrays of information, modeling and forecasting;
•    understand opportunities of the electronic business environment, including social networks, mobile and online marketing tools, online marketing methods;
•    use knowledge and practical skills in professional program products (SPSS, Statistika, CRM-systems); to apply professional marketing program products (SPSS, CRM).

EMPLOYMENT OPPORTUNITIES

The masters are capable of working:
•    at organizations of any organizational and legal form (commercial, non-profit, state, municipal) as executives and managers in various divisions of management;
•    at state and municipal authority bodies;
•    as entrepreneurs starting and developing their own business;
•    at research organizations associated with managerial problem solving;
•    at higher and additional educational institutions.

The graduates are capable of performing various functions in the course of managerial, entrepreneurial, commercial and research activities of business entities.