Department: Management and Marketing ECTS Information ... 4 sem sled kolej eng.pdf · First semester ECTS credits ... Elective courses – Module VII 1. Strategic Marketing 2

SOUTH-WEST UNIVERSITY “NEOFIT RILSKI”

2700 Blagoevgrad, 66 Ivan Michailov Street

Tel. + 359 /73/ 8855 01, Fax: + 359 /73/ 8855 16

E-mail: [email protected] http://www.swu.bg

Department: Management and Marketing

ECTS Information Package

Major: Marketing

Education and qualification degree: Master

Requirements of the professional qualities and competence of graduates:

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mailto:[email protected]

http://www.swu.bg/

The qualification characteristics of Major "Marketing" for Education and Qualification Degree

"Master" with professional qualification "Master in Marketing" is a basic document which defines and presets

the further designing of the curriculum and study course programs. The qualification characteristics is in

compliance with the Higher Education Act of the Republic of Bulgaria, with the Regulations for the state

requirements for awarding educational and qualification degrees of "Master", "Bachelor" and "Specialist" and

with the internal regulations of the South-West University "Neofit Rilski".

STRUCTURE OF CURRICULUM

FIELD OF HIGHER EDUCATION: ECONOMICS

PROFESSIONAL DIRECTION: 3.8. ECONOMICS

MAJOR: MARKETING EDUCATION AND QUALIFICATION DEGREE: MASTER

PROFESSIONAL QUALIFICATION: MASTER IN MARKETING

FORM OF EDUCATION: FULL TIME

First year

First semester ECTS

credits Second semester ECTS

credits

1. International Marketing

2. Marketing Planning

3. Elective course – Module I

4. Elective course – Module II

5. Elective course – Module III

6.0

6.0

6.0

6.0

6.0

1. Marketing Analysis

2. Economy of foreign trade

3. Elective course – Module IV

4. Elective course – Module V

5. Elective course – Module VI

6.0

6.0

6.0

6.0

6.0

Elective courses

(students choose one course of each

Module)

Elective courses


Module)

Elective courses – Module I

1. Brand management

2. Monitoring and Evaluation Activities in

the Training of Personnel

Elective courses – Module II

1. Social Policy and Social Security

2. Currency and Customs Control

Elective courses – Module III

1. Risk management and Insurance

2. International trade institutions

6.0

6.0

6.0

6.0

6.0

6.0

Elective courses – Module IV 1 Management of Small Business

2. Talеnt Management

3. Management of company

investments

Elective courses – Module V 1. Application Software in The

Marketing Researches

2. E-Marketing

Elective courses – Module VI 1. Organization of the enterprise

2. Anti-crisis Management of the

Enterprise

3. Management Decisions

6.0

6.0

6.0

6.0

6.0

6.0

6.0

6.0

Total 30 Total 30

Second year

First semester ECTS

credits Second semester ECTS

credits

1. Strategic Management

2. Stock and Sales policy

3. Bank Marketing

4. MMaannaaggeemmeenntt ooff PPeerrffoorrmmaannccee ooff MMaarrkkeettiinngg

5. Elective course – Module VII

6.0

6.0

6.0

6.0

6.0

1. Marketing Consulting

2. International Commodity Markets

3. Strategic and Competitive Analysis

4. Elective course – Module VIII

5. Elective course – Module IX

SSttaattee eexxaamm oorr DDeeffeennssee ooff aa MMaasstteerr

TThheessiiss

3.0

3.0

3.0

3.0

3.0

15.00

Elective courses – Module VII

(students choose one course)

Elective courses


Module)

Elective courses – Module VII

1. Strategic Marketing

2. Advertising policy of SMEs

6.0

6.0

Elective courses – Module VIII

1. Investment Analysis

2. SSttoocckk MMaarrkkeettss aanndd ooppeerraattiioonnss

Elective courses – Module IX

1. Basics of the cluster concept

2. Quantitative analysis in the

marketing researches

3.0

3.0

3.0

3.0

Total 30 Total 30

TTOOTTAALL FFOORR 22 AACCAADDEEMMIICC YYEEAARRSS:: 112200 CCRREEDDIITTSS

DESCPRIPTION OF ACADEMIC COURSES

Major: Marketing

Education and qualification degree: Master

INTERNATIONAL MARKETING

ECTS credits: 6 Hours per week: 2l + 2s

Form of assessment: on-going control and exam Type of exam: written

Semester: 1

Methodological guidance:


Faculty of Economics

Annotation:

The course "International Marketing" aims to enrich students 'knowledge and build upon link in the chain to

improve students' knowledge and skills forming in them to quickly and easily adapt and put into practice the

acquired theoretical aspects. Database obtained on the course "International Marketing" allows the full

development of students and make them better marketers. The purpose of the knowledge gained in this course is

to expand the horizons of students on the use of marketing aspects in terms of the international environment and

the extent known and established marketing rules are valid domestic and external markets.application in the

modern world.

Contents of the course:

Introduction to the nature of international marketing. International environment and international marketing.

International market research. Segmentation of the international market. Product policy in international

marketing. Political marketing channels for international development. Strategies for entering the international

market. Communications policy and international marketing. Organization and management of international

marketing activities

Teaching and assessment

Teaching is in the form of lectures. At the beginning of each lecture a short introduction is provided to ease the

transition from one topic to another. New topics are discussed with students to achieve continuity of training and

help students draw their own conclusions. The seminars apply in practice the mathematical theory provided at

the lectures. The on-going control by tests at the seminars is crucial in a student’s assessment.

MARKETING PLANNING

ECTS credits: 6.0 Hours per week: 2l + 2s


Semester: 1




Annotation:

Discussed are the theoretical foundations of marketing planning: nature, goals, methods, and tools. Special

attention is paid to the effectiveness of marketing planning in the context of contemporary models of marketing

planning. Identify the role and importance of short, medium and long term marketing planning. The main

components of the project financing.


Nature and importance of marketing planning. Types of marketing planning, depending on the duration. Short-

term tactical planning and long term planning. Prepare a marketing plan. Required information in marketing plan

as a document. Elements of the marketing plan. Forecasts for the sale of goods and services. Preliminary

(projected) balance sheets, profit and loss accounts and balance sheets of the upcoming costs and sources of

funding. Projected capital expenditures. Methods of marketing planning. Marketing planning and analysis at the

company. Internal factors in marketing planning. Project finance and its role in the materialization of financial

policy. Deciding to choose alternative development projects of the company. External factors of marketing

planning.






BRAND MANAGEMENT

ECTS credits: 6.0 Hours per week: 2l + 2s


Semester: 1




Annotation:

This course aims to upgrade acquired theoretical knowledge in marketing and to give them practical and

completeness. The course is aimed at building and strengthening the brand. Viewing essence, main features,

approaches and processes of brand management. Along with the fundamental knowledge to develop skills in

applying this knowledge into practice. This determines the interdisciplinary nature of teaching and learning and

the expected results that the resulting knowledge will help the study, as other disciplines and the disciplines of

economic and business focus.


Brand Management - nature and importance. Approaches to brand management. Concept for the brand. Value of

the brand. Brand and communication policy. The process of formation and development of the brand. Brand

positioning. Developing a brand plan. Building and reinforcing brand. Management brand.






MONITORING AND EVALUATION ACTIVITIES IN THE TRAINING PERSONNEL



Semester: 1




Annotation:

The training course includes fundamental issues of training, control and evaluation of staff. It is developed in

accordance with state requirements for training of students in the economic specialties. The aim of the course is

to give students a thorough knowledge in control and evaluation activities and management of the industry and

to make them acquainted with issues and practical approaches to training and selecting of staff in the conditions

of a market economy. A good knowledge of many subjects covered in the curriculum of the subject "Marketing"

is required for the successful implementation of the teaching program. The main tasks to be solved in the

implementation of the teaching program are: The acquisition of knowledge and skills for the preparation and

control of new staff. The acquisition of theoretical knowledge of the essence in the training of human resources.

The formation of skills assessment and evaluation of employees.


Control in education - historical data. Control as a management function. Types of control. A target, subject,

object, principles of control. Resourcing. The role of HR in business. Recruitment and selection of staff. Types

and methods. Questionnaires and interviews. Testing - Types, requirements, objectifying. Training and staff

development. Training of new employees. Team work. The role of the manager. Building a model of

competence for the manager. Training programs for communication skills, conflict resolution and others.

Professional adaptation of staff. Control, punishment, encouraging. Scale for assessing competence of

employees. Attestation - objectives, principles, functions, procedures and methods. Development of appraisal

cards. Measuring loyalty. Litmus test of loyalty..






SOCIAL POLICY AND SOCIAL SECURITY



Semester: 1




Annotation:

The course aims to provide systematic knowledge about the basic issues of social policy and social security. The

aim is to clarify the basic issues related to the nature of social policy approaches and methods for its

implementation, as well as related theoretical discussions. In interpreting these problems into account, as the

impact of the transition and the requirements of national, international, and especially European law. The course

is aimed at mastering the principles of social policy and public forms of realization. Thematically related

disciplines such as general economic theory, fundamentals of management, analysis, foundations of law,

demography, human resources management and other disciplines related to the field of social work.


Scope and method of science to social policy. Demographic processes and population policy. Human rights and

social policy. Lifestyle. The State and Social Policy. Social policy in transition. Social issues of economic

destabilization. Corporate social responsibility. Conflicts in social policy. System of state social security (SSS).

Benefits in the Social Security system. Security systems. Social care.






CURRENCY AND CUSTOMS CONTROL



Semester: 1




Annotation:

Course Description: The course "Currency and customs control" introduces students to the basic forms and

methods applied in customs and exchange control, and their institutional and legal basis. The course is divided in

two. In the first part, customs controls are taught basic categories, concepts, forms and methods of customs

control, as well as specific procedures and actions of customs control bodies in different arrangements. Provides

minimum range of knowledge about our future participation in the Customs Union ES. Second part of the course

introduces students to the organization and forms of exchange controls and exchange rate regimes. Accordingly,

students are acquainted with the regulations and penalties in the implementation of controls. The aim of the

course is to teach students about the nature, the practical application and basic tasks and roles that perform the

controls in the revenue side of public finances. Also, the role and tasks of exchange controls on trade in

currencies and precious metals and gemstones.


The nature and content of the controls. Customs Tariff. Calculation of customs duties. Introduction, parading,

giving customs. Declaring the goods and giving the arrangements. Customs control regimes import, export,

transit. Customs control, customs procedure for processing under customs control and customs warehousing.

Customs control The temporary import and temporary export. Customs control in the application of inward and

outward processing improvements. Customs control under cover of TIR and ATA. Bulgarian Foreign trade

regime and trade policy measures. Exchange rate regime and currency deals. Exchange control and organization

of foreign exchange of currency exchange offices and financial houses. Currency and customs controls on

imports and exports and foreign currency and cross-border. Control used in the mining and processing of

precious metals and gemstones






RISK MANAGEMENT AND INSURANCE



Semester: 1




Annotation:

The course in the part "Risk Management" structurally covers both basic common themes about the nature and

types of risks related to the implementation of investment activity and specific dimensions of choice and

building successful hedging strategies aimed at coverage of risk exposure. The material is selected in accordance

with the current workload and specifics of the course and within a reasonable compromise between theoretical

and applied knowledge priority is given to the practical side of the issue topics.

The purpose of the course in the part of insurance is to acquaint students with insurance relations as a specific

type of financial relationships related to the operation of risk management, as well as the specific organization

and product differentiation through which they are carried out.


Introduction - risk and risks. Market, interest rate, credit and currency risk. Insolvency risk, operational, liquidity

and catastrophic risk. Indicators of risk. Technology hedge financial risks. Investment strategies hedging market

and financial risks (currency, credit and interest) through the use of options. Hedging of currency, credit and

interest rate risks through the use of forwards and futures.






INTERNATIONAL TRADE INSTITUTIONS



Semester: 1




Annotation:

The course "International trade institutions" aims to deepen students' knowledge of the dynamics, structure,

trends and current problems of modern international trade and participation of our country in it, and the role of

international trade institutions. In view of this considered trade relations between groups of countries, including

in the so-called Triad (U.S., EU, Japan), and special trade within the EU. The emphasis is on the role of the

WTO liberalization and development of world trade in the years after World War II and the role of the EU in

international trade.


Classical and neoclassical theories of international trade. Volume, structure, dynamics and trends of the modern

world trade. Current problems. World Trade Organization - the emergence and role in the development and

liberalization of international trade. Subject to individual negotiation "Round"-s. Contradictions and problems

between groups of Member States in the WTO negotiations on the individual "Round"-s. Results and

achievements. Bulgaria as a member of the WTO. Commercial links between groups of countries. Commercial

links in the Triad. North-South Trade. Bulgaria's participation in international trade. Current problems.

Development of intra-EU trade. Common commercial policy in the EU common agricultural policy and other

general policies - protective and subsidy measures and practices. Dynamics and structure of trade of the

European Union. Role and impact of the accession of Bulgaria to the EU on the development of national

economy and participation in international trade and on trade relations with the EU. Role of the single currency

for the development of internal integration EU trade. Forms and methods of payment in international trade.

Assessing risk in international trade. Systems to promote and export insurance. Involvement and role of global

commodity markets in international trade.






MARKETING ANALYSIS



Semester: 2




Annotation:

Perform complex analyzes marketing role in the modern organization: on the one hand, represent a reliable basis

for marketing planning, development of marketing strategies and programs, and the other - the foundations for

continuous control over their performance on the achievement of objectives. Students in marketing and other

disciplines related to the study of the subject will receive in-depth knowledge of marketing analysis

methodology.


Analysis of micro-sales. Comparative analysis of sales. Analysis of variance. Analysis of the dynamics of sales.

Index method. Analysis of the regularity of sales Analysis of the seasonality of sales Analysis of marketing costs

Analysis based on input Marketing productivity analysis and using financial indicators Analysis of consumer

satisfaction Analysis of the market portfolio






ECONOMY OF FOREIGN TRADE



Semester: 2




Annotation:

This course aims to familiarize students with the foreign economic activity and its fulfillment. In the training

process will be obtained enough information on the methodology of carrying out transfers. Reveals the role of

global and regional economic organizations, regulation of foreign economic activity. Issues related to foreign

trade as the most widely practiced Pharma of foreign economic activity. Along with the fundamental knowledge

to develop skills in applying this knowledge into practice. This determines the interdisciplinary nature of

teaching and learning and the expected results that the resulting knowledge will help the study, as other

disciplines and the disciplines of economic and business focus.


Foreign economic activity - nature and scope. Foreign trade - the emergence, development, nature and

characteristics. Foreign trade - indicators categories. The role of foreign trade in the reproductive process. Free

economic zones. Foreign trade deal. Preparing to conclude foreign trade transactions. Contents of the foreign

trade contract. Implementation of foreign trade transaction. Organizations and companies engaged in foreign

trade and international business. Efficiency of foreign economic activity.






MANAGEMENT OF SMALL BUSINESS



Semester: 2




Annotation:

Lectures "Small Business Management" was developed in accordance with the general objectives of the subject

"Business Management. Structurally covers both basic general management issues of small business and

problem management functional areas of its business. The aim of the course "Management of small business" is

to provide students with detailed knowledge of the management process in small businesses and to explore basic

approaches to its realization in modern conditions.


Characteristics of SMEs. Need small business management. The need for strategic management of small

businesses. Analysis, evaluation and approaches for optimal use of the resources of the business. Approaches to

the analysis of the internal state of small business. Defining the mission and goals of the business of SMEs.

Development and selection of strategies - criteria and requirements. Types of strategies applicable to SMEs.

Business Planning for SMEs - nature, importance and types of business plans. Managing the marketing activity

of smaller wastage - defining and segmenting markets, development of marketing mix (product, price,

distribution, promotion) management and organization of market research, marketing information system -

functions, objectives and scope. Production management. Managing the finances of the company. Investment

management business license. Management innovation of the vehicle. Human Resource Management license -

meaning and features. Organizing business license - positioning, organizational and management structure and

organization of work processes. Information as a key resource for small businesses. Risk management in the

small firm. Types of risk management approaches.






TALENT MANAGEMENT



Semester: 2




Annotation:

Talent management is a new issue for Bulgaria in the field of human resources management. Discussed are many

theoretical concepts of leading researchers and specialists known consulting companies from different countries.

They bring out the nature, role and conceptual apparatus of management talent. Talent management is seen as a

function of management of the company bearing its own significance and play an important role. The emphasis

is on the fact that management talent is not just part of human resource management and a new modern and

promising concept, providing career development of the most important for company employees - talents that

need to be identified, trained, developed and saved. Students study the specific "profile" of talents and programs

for talent management, including strategies and stages of development, implementation and management, as well

as difficulties arising in the implementation of a modern management program talent. Attention is drawn to the

main factors influencing the management of talent. Students learn both the coaching and mentoring, and the

ruler-talent.


Nature and etymology of the term "talent." Evaluation of talent. Segmentation of human resources. Assessment

center. His role, competence and use in management practice. Its advantages over alternative methods of

evaluation in the process of identifying talent in the organization. Methods for the identification of talents.

Matrix "potential - job performance." Competency Model. Functional areas in the manager's job. Determining

the needs of development. Building a profile of the position. Filing talent. Key factors influencing the

management of talent. Program management talent. Monitoring the effectiveness. Coaching as a management

style in the organization. Nature, definitions and opportunities for implementation. Measuring the effectiveness

of the process.






MANAGEMENT OF COMPANY INVESTMENTS



Semester: 2




Annotation:

The lecture course in Investments and Investment Policy has been worked out in conformity with the general

goals of the Marketing major. Its structure consists of some common problems of the firm investment

management; approaches and methods of firm analysis and evaluation. The purpose of the subject is to give

students deep knowledge on the firm investment management, the formation and the main approaches to the

implementation of the firm investment strategy and policy in the contemporary conditions. The main tasks to be

solved when fulfilling the curriculum are as follows: gaining knowledge on the essence of the firm investment

management and the firm investment process; gaining knowledge and skills of developing firm investment

projects; gaining knowledge and skills of analyzing, assessing and selecting firm investment projects.


The innovations – the base of investment. Nature and features of innovations. Classification and structure.

Nature and types of financing and investments. Types, elements and structure of firm investments. Basic

investment bearers and conceptions. The firm investments as an object of economical regulation. Role of the

investment motivation. The nature and components of the capital deposits as a form of firm investment activity.

Need, purpose and main aspects of investment projects. Essence and significance of investment projects. Main

financial conception. Time value of money. Compounding and discounting of money flows. Annuitets. Criteria

and methods for rating firm investment projects. Statistical methods. Dynamic methods. Choice of alternative

firm investment projects. Methods for choosing two or more projects. Essence and types of risk in firm

investment projects. Approaches and methods for analyses and assessment of risk. Firm investment management

in the context of spending the means from the structural funds of the EU.






APPLICATION SOFTWARE IN THE MARKETING RESEARCHES

ECTS credits: 6 Course hours per weak: 2l + 2s


Semester: 2




Annotation:

Success in today's business world often relies on a strong marketing campaign that can motivate a target

audience. Before creating of the effective marketing strategy, though, the enterpreneur needs information about

his target audience and the advertising methods that appeal to them most. Using market research software could

give him the information that he needs to make the next campaign successful.


CGI - Common Gateway Interface - interface of the Web-server with other applications. Specialized statistical

packages SPSS, Statistics. Working with SPSS. SPSS product portfolio. SPSS Data Collection Integrated models

in SPSS - analytical process, data planning, collection to analysis, reporting and deployment. SPSS Modeler -

models for quickly and intuitively predicting, without programming. SPSS Decision Management features:

Predictive tools and mathematical techniques to optimize transactional decisions; Combined and integrated

predictive models, rules and decision logic to deliver recommended actions; “What if…” simulations to

accommodate changing conditions based on the volume, variety and velocity of incoming data; A flexible and

intuitive user interface to support the development and implementation of targeted configurations and content




help students draw their own conclusions.

E-MARKETING



Semester: 2




Annotation:

The course of E-marketing will introduce students with the trends which new technologies force for successful

positioning of firms. Electronic marketing allows companies to skillfully defend their market positions and assert

to the competitive attacks. The new reality as a result of the revolution in information technology requires a

different approach to consumers and their lifestyles. Along with the traditional approaches used by companies to

influence audiences, today more intensively is used and electronic marketing. This opens new ways for reaching

to consumers and gives a new aspect of the communications with the audience. The goals and objectives of the

academic course are for students to acquire basic knowledge of the taught subject-matter.


Marketing technologies on the Internet. Ways to attract visitors to the site. Gaining market share through the site

and its contents. Offering free information. Personalization. Online and offline reading. Cross marketing and

cross selling. Marketing of special events. Web design. The strength of the content. Online surveys and

feedback. Color scheme and site navigation. Virtual Communities. Internet communities. Interactive user groups.

From global to local marketing. Cultural differences. Requirements in the translation. Management of electronic

image through marketing. From commodity promotion to promotion of the website. Ad formats used on the

Internet. Universal set of ad formats introduced by IAB Interactive Advertising Bureau. Nature, sizes, rates and

trends. Online measurement. User tracking. Online rating agencies. Organizations – auditors. Approaches to

establishing connections with consumers. Information Technology. Relations with consumers. Marketing aimed

at consumers. Modern technologies for personalization. Direct Marketing. Spam advertising - "for" and "cons".

Mailing lists and newspapers. The power of email. Specialized lists of email addresses. Database of email

addresses. Choose ISP. Providing direct access to the company, dial-up connections, leased lines. Productivity.

Minimize the cost of Internet






ORGANIZATION OF THE ENTERPRISE

ECTS credits: 6 Course hours per week: 2l + 2s


Semester: 2




Annotation:

The lectures in this course in structural terms include: nature and basic problems of the organization of the

production process in the enterprise, essence and basic problems of organization of work in the enterprise,

essence and main forms of organization of production. Along with the fundamental knowledge to develop skills

in applying this knowledge into practice. This determines the interdisciplinary nature of teaching and learning

and the expected results that the resulting knowledge will help the study, as other disciplines and the disciplines

of economic and business focus. The aim of the course is to provide students with in-depth knowledge in this

subject area.


Production process in the enterprise. Type and basic forms of organization of production. Parameters of the

production process and basic principles of organization of production. Organizing the production process over

time. Organization of the use of machinery and equipment. Organization of the use of the materials. Labor

Organization in the enterprise. Organization and planning of technical preparation of production. Forms of

organization of production. Flow form of organization of production. Subject form of organization of production.

Multiplayer form of organization of production. Current trends in the development of forms of organization of

production. Organization and management of production quality. Organization of the auxiliary and ancillary

services and units in the enterprise. Operational management of manufacturing enterprise.






ANTI-CRISIS MANAGEMENT OF THE ENTERPRISE



Semester: 2




Annotation:

Lectures "Anti-crisis management of the enterprise" has been developed in line with the overall objectives of the

specialty "Marketing". Structurally covers basic theoretical and methodological and practical knowledge about

the nature, diagnosis and prediction of crises, developing management concept now in crisis prevention and

crisis situations.


Cycle of economic development. Nature, classification and factors of crisis situations and phenomena. Crisis in

the enterprise. And diagnostic phases of crises. Crisis situations and strategies. Strategic planning in crisis

situations. Methods for predicting the crisis phenomena. Controlling the operation of the enterprise. Evaluation

and analysis of financial and economic activity. Development of a concept for managing crisis situations.

Antitsipativno reactive and crisis management. Strategic and operational response measures. Implementation of

the concept of crisis management. Functions of management in crisis situations. Methods for overcoming the

crises. Prevention of crisis situations. Formation of the management team in crisis situations.






MANAGEMENT DECISIONS



Semester: 2




Annotation:

The objective of the subject of Management Decisions is to extend the knowledge of the students majoring

Business Administration on the issues related to managerial decision making and on that base to contribute to

their complex multi-functional training. The major problems to be solved throughout the implementation of the

syllabus are: to learn the methods and models of choice, making, implementing and control of managerial

decisions; to provide general knowledge on the factors influencing the managerial decisions, risk and role of

communication.


Managerial decision-making process. Problems and solutions: economic-mathematical models. Factors

influencing managerial decision-making. Specific techniques in the phase of preparation of managerial

decisions. Methods of managerial decision-making. Development and implementation of managerial decisions.

Decision-making, implementation and analysis of results. Multi-criterion choice and evaluation system.

Development and control of implementation of decisions. Risk at managerial decision-making






SRATEGIC MANAGEMENT



Semester: 3




Annotation:

Emphasis upon the theory combined with its practice applied character and the difference between the

experience of the world leading companies and this country governing practice. The program corresponds most

directly to more specific management sciences like Personal Management, Industrial Management, Innovative

Management, etc. and the programs like Marketing, Microeconomics, and Macroeconomics. The purpose of the

academic discipline is to enrich the students fundamental knowledge, who passed the course “Theoretical

Principle of Management” with the problems of strategic management; in order not to repeat the two programs,

an accent is put on its practice applied character, as well as the problem of strategic management and its

connection with the creation of management structures is studied more profound. Providing the base for studying

other, more specific management sciences.


Essence of management. Analysis of the management changes in the 60s of the XX century. The coming of

strategic management. Essence of strategic management. Strategy and goals. Hierarchy of goals. Algorithm of

creating a strategy. The role of the environment. Screenplay analysis. Method of segmentation. Project and

choice of a strategy. Mission of an organization. Tools for creating a strategy; portfolio analysis, matrix of

Boston consulting group, “ General Electric” matrix, Ansoff matrix. Diversification strategy. Essence of the

diversification. Types of diversification strategies and mechanism for their creation. Competitive strategy,

analysis and profile of the competitors. Forms of the competitive fight and mechanism for creating competitive

strategy. Strategy and firm culture. Essence of management structures. Organization as a system; common

pattern and its characteristics. Types of management structures (fundamental concepts – group of management,

level of management, scale of control, delegation, etc.). Functional management structure – essence, creation,

contradictions. Divisional management structure. Vertical and horizontal integration. Diversification and

division of labor. Role of leadership. Role of leadership in creating a strategy and a management structure.





STOCK AND SALES POLICY



Semester: 3




Annotation:

The course "Commodity and sales policy" is a prerequisite for enriching the social and economic culture of the

students, providing the opportunity to use the entire arsenal of knowledge acquired during their training in the

specialty. The course provides opportunity for training of logical thought, giving the opportunity to generate new

ideas, and encourages students to appreciate the benefits of unconventional thinking. The course has a key role in

the formation of the system of scientific knowledge and skills necessary for the professional - manager. Based on

the general and specific knowledge obtained in the general course in the basics of marketing, training appears to

be a logical extension and upgrading of knowledge, along with the acquisition of new knowledge, development

of skills and habits that will have a high practical value for students their future. The course aims to meet the

great need for adequate adaptation knowledge and successful performance in a constantly changing economic

environment.


Goods such as elements of the marketing mix. Formation of a company policy of stock. Procedure for the

formation of stock policy. Innovation policy company. Formation of innovation strategy. Organization of

innovation activity. Process of creating a new product. Marketing strategy for new products. Design, packaging

and marking of new products. Methods to assess consumer preferences for alternatives a new product. Marketing

and scientific and technical policy





BANK MARKETING

ECTS credits: 6.0 Course hours per weak: 3l + 2s


Semester: 3




Annotation:

The course is designed to meet the needs of the students of knowledge to economic methods of management in a

market economy. In the training process will be received sufficient information on methods and approaches how

to properly solve the problems of production and marketing of the company products, how to quickly adapt to

the needs and market changes, why is differentiated from potential customers and others. The course is

consistent with the current workload, it allows you to learn the nature, role, funding and marketing opportunities.

The aim of the course is to equip students with knowledge and skills in teaching material, forming a clear idea

and belief in students that marketing is a powerful tool for achieving corporate objectives through the most fully

satisfying the diverse needs of society with high quality and competitive products and satisfying service level

requirements.


Occurrence, role and concepts of marketing. Marketing environment. Methodological and information support

and application of marketing research. Marketing Programs. Market research, consumer needs and users.

Marketing Strategies. Market segmentation and product positioning. Marketing services. Goods as marketing

tool. Distribution as a marketing tool. Prices as a marketing tool. Penetration of goods as marketing tool.

Planning and control of marketing activities





MANAGEMENT OF PERFORMANCE OF MARKETING



Semester: 3




Annotation:

The course "Management of performance of marketing" is a natural and logical continuation of the course

"Fundamentals of Marketing", "Marketing Management" and "User Conduct". The course objective is to make

knowledge and skills in students on the development and implementation of modern concepts, methods and

models to assess the impact of business and the contribution of marketing in the final results of the enterprise.

After passing the course, students should acquire knowledge and skills to implement approaches for measuring

performance the business methods of evaluating the effectiveness of marketing activities, application of different

management systems performance to enterprise overall marketing process and its different functional areas,

planning programs and events aimed at increasing the contribution of services marketing in the final results of

company activities. To provide quality education to the students discipline combines different methods and

flexible forms of learning: lectures on key topics, seminars and independent work as a course project. The forms

of control are also consistent with the nature of the subject - conducting tests and discussing cases during the

seminars and a written test of knowledge.


Problems of measuring marketing performance and assess the contribution of marketing in the enterprise.

Performance nature of business and marketing Evolution of theoretical approaches to managing performance

business. Models of performance marketing. Legislative and contextual models for assessing marketing

performance Functions and types of indicators. Key indicators for marketing. Requirements to system of

indicators. System of indicators for measuring performance business. Management performance based on

balanced system of indicators. Balanced system of indicators in marketing Evolution of approaches to quality

management. Concept of total quality management. Marketing Management based process approach National

premium in quality. Models and criteria of international premium quality. TQM and marketing. Marketing

processes in enterprises. Stages of development of relations with customers. Attracting customers. Customer

retention. Methods for assessing consumer satisfaction. Formation process and analysis of customer base

Development of relations with customers and building customer equity. Economic aspects of management of

client assets. Marketing co-creation





STRATEGIC MARKETING



Semester: 3




Annotation:

Lectures "Strategic Marketing" was developed in accordance with the general objectives of the specialty

"Marketing". Structurally covers basic theoretical and methodological and practical knowledge about the

strategic role of marketing elements of business strategy, marketing their incarnations, marketing strategies for

entering new markets, marketing strategies for emerging markets, marketing strategies for mature markets,

marketing strategies declining markets and strategic marketing plan.


Nature, elements and characteristics of the marketing environment of the company. Influence of marketing

environment on the organization of firms. The strategic role of marketing. Elements of corporate business

strategies. Business strategies and their marketing incarnations. Marketing strategies and life cycle curve.

Marketing strategies for entering new markets. Aims to develop a new product. Marketing strategies for

emerging markets. Marketing strategies for mature markets. Strategies to maintain the share of this market.

Strategies to increase sales volume. Enhanced penetration strategy. Market expansion strategy. Marketing

strategies for a declining market. Strategic marketing plan. General structure of the strategic marketing plan.

Content of the strategic marketing plan.


Teaching is in the form of lectures and seminars. At the beginning of each lecture a short introduction is

provided to ease the transition from one topic to another. New topics are discussed with students to achieve

continuity of training and help students draw their own conclusions.

ADVERTISING POLICY OF SMEs

ECTS credits: 6.0 Course hours per week: 2l + 1s


Semester: 3




Annotation:

The course "Advertising policy SMEs" is a prerequisite for the enrichment of social and economic culture of the

students, providing an opportunity to use the entire arsenal of knowledge acquired during their training in their

specialty. The course gives the chance to train for logical thought, giving the opportunity to generate fresh ideas

by encouraging students to appreciate the benefits of unconventional thinking. The course has a key role in the

process of forming the system of scientific knowledge and skills necessary for professional - manager. Based on

general and specific knowledge gained in the general course in fundamentals of marketing, education appears as

a logical extension and upgrading of knowledge, along with acquiring new knowledge, formation of habits and

skills that will have a high practical value for students in future. The goals and objectives of the academic course

are for students to acquire basic knowledge of the taught subject-matter.

Contents of the Course:

Communications in the marketing system. PR (public relations). History and development of advertising. Nature

and functions. Types. Organization of advertising. The main players in the advertising process. Motivation of the

subject of advertising. Develop advertising message. Basics of marketing and advertising research. Planning of

advertising communications. Organization and implementation of advertising campaigns. Advertising constants.

Print advertising. Advertising in the electronic media. Direct Advertising. Other forms for spreading of the

advertising. Encourage sales. Personal Selling and sponsoring





MARKETING CONSULTING



Semester: 4




Annotation:

The course has been developed in line with the overall objectives of the specialty "Marketing". It is aimed at

revealing the nature and content of counseling, marketing approach to it, effective methods for solving marketing

and management tasks in a market economy. The aim of the course "Marketing Consulting» is to provide in-

depth knowledge of the theoretical and practical problems of counseling in the field of marketing and to explore

basic approaches to its realization in the modern world


Essence of counseling and prerequisites for its implementation. Approach to marketing consulting.

Fundamentals of Marketing podhod.Instrumenti of marketing consulting. Test methods and methods of

marketing consulting vazdeystvie.Etika. Projects of marketing consulting. Hierarchy of projects. Business

consulting firm to develop a strategy and concept development company. Methods consultancy to optimize the

organizational structure and functional areas of the enterprise. Optimization program and a report of the

consultant. Implementation of projects for optimization. Examination of business projects. Approach to

appraisal. The subject of expertise. Report a consultant. Revise marketing. Tasks. Revise the organizational

structure, functions and interactions. Revision of approaches and methods of marketing. Developing marketing

strategies. Advising the development of an advertising campaign. Consultants and consulting agencies.

Individual (independent) consultants. Consultancies - nature, advantages and disadvantages. Styles and methods

of counseling. Project Consulting. Development tools. Internal consultation. Other methods of counseling.

Selection of a consultant. Opportunities for self-diagnosis.





INTERNATIONAL COMMODITY MARKETS



Semester: 4




Annotation:

The course aims to introduce students to critical issues. In a market economy, without knowledge of trends in the

markets in which they buy or sell is unimaginable business success of companies. Therefore, the lectures and

seminars students will have the opportunity to get acquainted with the nature and international territories with

methods and approaches for studying the prerequisites, evaluation and forecasting economic conditions in these

markets. Special attention is paid to the characteristics of the study and forecasting of prices of major commodity

groups - raw materials and finished products. Addressed in mutual respect and dependence and on the basis of

the achievements of the theory and practice in this area. The aim of the course is to equip students with

knowledge and skills in teaching material, learning the specifics of the prices defining the business environment

and the key factors that determine their status.


Essence of international markets. Identification, characterization and study of the causes of market conditions.

Definitions situation. Features of the situation. Need to study the situation. Theories of situation. Factors

determining the situation. Metrics to study the situation. Times and prices. Organizational aspects of the analysis

and forecasting situation. Methods for studying and forecasting the situation. Sources of information for studying

and forecasting the situation. Specificity and methodology of studying and forecasting the situation on the

markets for raw materials and fuels. Specifics of the study and predict the market situation of machinery and

equipment





STRATEGIC AND COMPETITIVE ANALYSIS



Semester: 4




Annotation:

Lectures on the course "Strategic and competitive analysis" has been developed in accordance with the general

objectives of the subject "Marketing". The aim of the course "Investment analysis" is to give students a thorough

knowledge of the general problems of strategic and competitive analysis. The main tasks to be solved in the

implementation of the curriculum are: 1. Understanding the basic questions of analysis and its correlation with

the strategy and competitive information. 2. Understanding the strategic analytical methods. 3. Understanding

the methods of competitive analysis and consumer analysis. 4. Understanding the methods for analyzing the

external environment. 5. Understanding the methods of analysis of development. 6. Understanding the methods

of financial analysis.


Strategy and the process of collecting competitive information. Analysis. System FAROUT. Boston matrix.

Matrix "GE". Sectoral analysis. Analysis of strategic groups. SWOT-analysis. Analysis of value chains. Analysis

of "blind zones". Competitive analysis. Analysis of the segmentation of consumers. Analysis of purchasing

power. Analysis of the functional capabilities and resources. Assessment of individual performance of

competitors. Analysis of the disagreement. Analysis of the total environment (STEEP). Analysis of scenarios.

Analysis of intermediaries. Analysis of the experience curve. Analysis of the growth vector. Patent analysis.

Analysis of the product life cycle. Analysis of S - curves (the life cycle of technology). Analysis of financial

ratios and indicators. Programming strategic funds. Analysis of the level of sustainable development.





INVESTMENT ANALYSIS



Semester: 4




Annotation:

Lectures on the course "Investment analysis" has been developed in accordance with the general objectives of

the subject "Marketing". The aim of the course "Investment analysis" is to give students a thorough knowledge

of the general problems of investment analysis. The main tasks to be solved in the implementation of the

curriculum are: 1. Understanding the key issues of the time value of money and skills to implement the

mechanisms of the time value of money. 2. Acquiring knowledge and skills to implement static and dynamic

methods of analysis and evaluation of investment projects. 3. Acquiring knowledge and skills for applying the

methods for ranking and selection of investment projects. 4. Acquiring knowledge and skills for applying the

methods of analysis and risk assessment of investment projects.


Time value of single amount. Time value of cash flows. Evaluation of investment costs. Evaluating cash flows

from operations of investment projects. Static methods of analysis and evaluation of investment projects.

Dynamic methods of analysis and evaluation of investment projects. Investment choice. Analysis and risk

assessment of investment projects.





STOCK MARKETS AND OPERATIONS



Semester: 4




Annotation:

The course "Stock Markets and operations' is part of elective education set of courses in the specialty

"Marketing". The module aims to familiarize students with the fundamentals of the theory of capital markets and

the most important foundations of OTC financial instruments trading and stock exchange transactions. The

material is selected in accordance with the prescribed workload and specifics of the program and within a

reasonable compromise between the theoretical and empirical material. Priority is given to the relationship

between economic theory and actual market behavior of investors, issuers and other market agents. To this end

the course includes some topics that are not comprised in the curricula of exchanges and financial markets in

standard economic curriculum. The course "Stock Markets and operations' is one of the main subjects in the

training of specialists with higher economic education of all specialties. It specifies a number of theoretical

issues related to micro and macroeconomics, while giving practical knowledge necessary for successful work in

a competitive market environment.

Course contents:

Financial intermediation. Financial markets and key players. Theory of financial markets-1. Theory of financial

markets-2. Stock exchanges. Stock markets. Issuance of Securities. Secondary markets, marketing strategies.

Derivative markets. Major regional stock exchanges. Cash and stock markets reflect macroeconomic policy.

Currency markets and foreign exchanges. A single EU financial market, the euro area. Financial supervision and

self-regulation. Bulgarian Stock Exchange and financial market




help students draw their own conclusions. Lectures are enriched with tables, schemes and practical examples to

illustrate theory. The course ends with an examination. In training priority is given to practical and independent

work by students. Students are informed about the organization of training, the on-going control, the assessment

and examination at the first lecture.

BASIC OF THE CLUSTER CONCEPT



Semester: 4




Annotation:

The course is aimed at revealing the nature and content of the cluster approach, the management and

organization of clusters. The aim of the course is to provide knowledge in the theoretical and practical issues

related to the application of the cluster concept. Main tasks: 1. Understanding the theoretical foundations and

development of the theory of cluster approach. 2. Understanding the nature and characteristics of the clusters,

their role in the current economic conditions 3. Understanding the issues and approaches to organization and

management of clusters.


Theoretical assumptions of the cluster concept. Theoretical bases of formation of cluster structures in the modern

economics. Evolution of cluster structures as the basis for competitiveness. Fundamental principles of building

clusters. Nature and importance of clusters. Occurrence of business clusters and factors influencing their

formation and development. Modern concepts clustering.Conceptual approaches to clustering systems. Main

characteristics and types of clusters. Clusters and regional development. Regional clusters as a form of territorial

organization of the economy. Advantages and disadvantages of cluster organization of the regional economy.

Experiences in clustering - European, American and Asian models. State policy for cluster. Creating a cluster.

Factors influencing the creation of cluster. Institutionalization of the cluster. Formal constitution of the cluster.

Organizational structure of the cluster. Coordination and communication in the cluster. Organization and

dissemination of information in the cluster. Support for decision making. Monitoring. Management. Factors for

the management of the cluster. Decisions. Developing a vision, objectives, strategy and business plan of the

cluster. External links of the cluster. Partnerships between educational institutions and clusters. Interregional

cluster alliances. Marketing of the cluster. Analyzing the market situation. Marketing strategy and plan. Export

networks. Allocation of resources and investment. Assessment of funding needs and priorities. Analysis of the

situation and skills needs. Analysis of the knowledge in the cluster. Stimulating innovation and entrepreneurship

in the cluster. Research of the cluster. Development of innovation networks. Fostering entrepreneurial networks.

Information activities. Information gathering and analysis. Sources of information. Development of

Management Information System. Communication. Evaluate of the activity of the cluster. Indicators for

evaluation. Actions for progressive development. Level of cooperation, degree of interaction and importance of

operations between clusters.





QUANTITATIVE ANALYSIS IN THE MARKETING RESEARCH



Semester: 4




Annotation:

The course "Quantitative analysis in marketing research" is a natural and logical continuation of the course

"Fundamentals of Marketing", "Statistics", "Marketing Management" and "Market Research". The course

objective is to make knowledge and skills in students, applying modern methods of quantitative analysis in

market research. After passing the course, students should acquire knowledge and skills for the knowledge of the

basic marketing metrics and the methods and methodologies for quantitative analysis in market research. To

provide quality education to the students discipline combines different methods and flexible forms of learning:

lectures on key topics, seminars and independent work as a course project. The forms of control are also

consistent with the nature of the subject - conducting tests and discussing cases during the seminars and a written

test of knowledge.


Basic marketing metrics. Nature and forms of representativeness in quantitative marketing research Basic

patterns of the samples. Volume of sample Preparing data for analysis Preliminary data analysis Statistical

methods for testing of hypotheses in marketing research Application of regression analysis in marketing research

Application of correlation analysis in marketing research Application of factor analysis in marketing research





Documents

Department: Management and Marketing ECTS Information ... 4 sem sled kolej eng.pdf · First semester ECTS credits ... Elective courses – Module VII 1. Strategic Marketing 2