DESCRIPTION OF STUDY PROGRAMME MARKETING AND TRADE
The aim of the Marketing and Trade Study Programme is to enable students to perform a range of professional activities, and, among them, do business within the field of: product and brand management, the organization of propaganda campaigns, and marketing research, as well as within the field of: the management of the procurement and sales of trading companies, export and import management, etc. This study programme provides interactive classes, which means constant, active involvement of students in the teaching process. Our idea is to motivate students to contribute to the teaching process, especially via discussions, debates, problems’ analyses, illustrations, and practical examples. An important aspect of the teaching process is the usage of case study methodology. Students have the chance to develop their systematic and analytic approach in solving problems in real business situations through the analyses of case studies of reputable companies, from both our country and the world. The most valuable aspect of the usage of case study methodology in the education of our students is the development of specific attitude of mind, which implies the recognition of problems, finding priorities when solving the problems, as well as the approaches by which the problems in business can be solved. Sharing expertise with our students, we help them to cope with the challenges of contemporary market via development of personal business skills, critical thinking and problem solving skills.
An important aspect of the teaching process is the usage of case study methodology. Students have a chance to develop their systematic and analytic approach in solving problems in real business environment through the analyses of case studies of reputable companies, from both our country and the world .
WHY IS STUDY PROGRAMME MARKETING AND TRADE SIGNIFICANT?
The Marketing and Trade Study Programme provides a deep, detailed insight into the methods and techniques of problem analyses and trends on both contemporary local markets and the world market. A customer, i.e. a consumer, is in the focus of business analyses and the establishment of business of all serious, competitive companies. Within this study programme, students are enabled to think about consumers and their needs, as well as about the active marketing role in the processes of analysing the identification of clients’ needs and the approaches to the needs’ realization. Special emphasis is put on the business operations of trading companies, which always represent a crucial bond in the producer - customer relationship. Therefore, the acquired knowledge from the area of marketing channels, which are applied by the main participants on the market: producers, trading companies and customers, i.e. consumers, does enable our students to understand both the nature of the functioning of the business relations among the subjects mentioned, and the characteristics of the relations and their role in the modern exchange of goods and services as well.
However, trade marketing provides a detailed insight into the marketing concepts, which are vital to successful functioning of trading companies. If we take into account the fact that only a small number of retail chains has a large share on European, i.e. the world market, then we can clearly see the importance of the role of marketing, as creative methodology in market performance, in the creation and maintenance of a competitive position of these companies. Communication and negotiation of trading companies with their surroundings represent a key link of establishing and maintaining a favourable marketing position, and for those reasons special attention is paid to this topic, within the course Trade marketing.
The field of e-commerce is also very important nowadays, as well as good knowledge of the developments in the area of international economics, since these are the areas without which a serious approach to consumers and their needs’ realization cannot be imagined. Lectures within this study programme motivate students to think about and become interested in the area of marketing and trading business, so that they could implement their skills and the acquired knowledge in practice. Workshops, through which students work with experts from the areas of retail and wholesale business and marketing and consulting agencies, provide opportunities for these representatives to meet our students’ skills and qualities. Internship, which is obligatory for all the students of Faculty of Business, including the students of this study programme, provides a potential employer with a deep insight of our students’ capacities, and after the internship, the students can start their employment process.