MARKETING
Specialize with a challenging and rewarding career in marketing.
Marketing program provides in-depth knowledge of a wide range of marketing skills in both business-to-business (B2B) and business-to-consumer (B2C) industries. Learn to make strategic decisions in traditional and digital business environments regarding: products, distribution, pricing, advertising and promotion, sales, web marketing and marketing research.
Apply acquired knowledge to several hands on projects, such as the creation of an advertising and promotion plan supported by primary research. Launch a new product idea and develop a professional sales presentation. In your final year, you gain industry experience through three key projects including designing a website and preparing a marketing plan for an actual business client. Culminate your learning experience by organizing a professional industry networking event.
Our program prepare you with the creative, analytical and decision making skills to pursue a rewarding career in marketing or sales.
Graduates may find employment in many sectors of the marketing profession, such as:
- marketing/digital marketing management
- sales professionals and sales management
- marketing communications management
- product and brand management
- marketing research
SUCCESS FACTORS
This Major is well-suited for students who:
- Enjoy the challenge of combining creativity with analytical decision making.
- Are energetic, enthusiastic and thrive in a dynamic environment.
- Have a collaborative style and strong communication skills.
The Programs at European School Of Management are delivered using a variety of instruction modes. Courses may be offered in the classroom or lab, entirely online, or in a hybrid mode which combines classroom sessions with online learning activities. Upon registration, each full-time student is provided an School email account which is used to communicate important information about program or course events.
Course Name & Description
Computer Applications – The knowledge gained in this course provides students with a solid foundation for future learning in other studies, and in business. Students learn a variety of tasks in Windows file management. Students also learn tasks and produce assignments in Microsoft Office for PC. Web-based software running computer-based simulations and assessments are used to support and enrich the learning experience. It is strongly recommended that students use a PC. Mac students may be required to install and learn additional software to successfully complete the course.
Communications I – Communication remains an essential skill sought by employers, regardless of discipline or field of study. Using a practical, vocation-oriented approach, students develop stronger grammar and business-writing skills to become effective business communicators. Through a combination of lectures, exercises, and independent learning, students practise writing, speaking, reading, listening, locating and documenting information, and using technology to communicate professionally. Students develop and strengthen communication skills that contribute to success in both educational and workplace environments.
basic of Marketing – Students are provided an overview of the marketing functions used in an organization, which serves to support them in their chosen business career. Students learn the strategic market planning process in both the business-to-consumer and business-to-business market areas. Elements of their learning include environmental scanning, the ability to identify and segment markets, understanding buyer behaviours and the importance of marketing research. This results in the understanding of a coordinated marketing program (product, price, promotion and distribution channels). The relationship marketing has with other business functions and environments in which organizations’ marketing professionals operate is also examined. These concepts are viewed within the context of traditional and e-business consumer and business markets.
Applied Marketing Research – Students apply the theory of sound marketing research to understand its importance in the managerial decision-making process in today’s competitive marketplace. Current techniques are applied to collect and analyze data relating to specific business marketing challenges. Students develop and execute a full research study for industry. This study involves specific delineation of problems, design of a research proposal, along with collection of in-depth secondary and primary data. Teams create and implement a quantitative research effort using a survey they design. Teams complete the term by interpreting their study’s findings and presenting the results for management action.
Marketing Channels – Students gain an understanding of how businesses leverage distribution channels within their marketing mix, both strategically and tactically. In addition to traditional distribution channels, electronic channels, retail selling and the latest innovations in retail are explored in detail. Integration of distribution strategies with other marketing mix strategies is studied. Students apply this knowledge to specific situations in order to develop effective distribution channel strategies, solve distribution channel problems and make recommendations to improve distribution channel efficiencies. Students also use the knowledge they have acquired to work on a debate team and argue one side of a controversial distribution channel topic.
Advertising and Promotion – Students are provided with an in-depth look at the marketing communications mix elements. The role of advertising and promotion and how they are related to the overall marketing plan are examined in depth. Through practical applications students learn to develop the skills needed to plan and manage a comprehensive Integrated Marketing Communications (IMC) plan, which includes consumer segmentation, development of appropriate objectives, positioning and competitive creative strategies. Students are introduced to current design software and gain experience creating ad layouts.
Applied Web Marketing – Students develop an understanding of digital trends using a broad range of marketing tools. Focus is on building credibility and visibility, spreading messages and forming a strong online brand. Students gain an understanding of the following digital marketing strategies such as: website development, social media, search engine marketing, online content tools, and others. Exposure is also given to a variety of online marketing training and certification opportunities. Students have the opportunity to apply various digital marketing strategies by building a web marketing presence for an industry client.
Developing Winning New Products- Students develop, introduce and manage the launch of a new consumer product. Students work through the new product development (NPD) process, including idea generation and selection, concept development and testing, marketing strategy, business analysis, product development and market launch with their own new product idea. Students acquire the knowledge and tools to develop appropriate pricing strategies for their new product, taking into consideration customer price perception and price sensitivity factors, competitive pricing strategies and their own costs, while respecting their intended market positioning and target market. Students present their new product to “sell” its business value.
Selling for Success – Students develop the selling skills they require during a business career. Major topics studied include the importance of the selling function to all types of organizations, ethical issues in selling and steps in the selling process. Students become familiar with the Canadian Competition Act, and the laws protecting consumers. Students also learn how to develop enduring customer relationships and the important role of customer service in relationship building. Focus is on the student preparing and delivering a sales presentation and written proposal.
Integrated Marketing Communications – Students gain further insight into current trends and developments in digital communications and public relations. Special emphasis is placed on applying Integrated Marketing Communications (IMC) strategies to a business to business environment including; event marketing and sponsorship, tradeshow and exhibit marketing. Students advance their decision-making skills through case analysis based on an industry client situation. The major team project involves the development of a detailed Media Plan, an extension of the New Product Development project in MKT2320. Students acquire practical skills in media planning including; media objectives, media vehicle selection and scheduling within a designated budget.
Database and Advanced Excel Concepts – Databases and data analysis are pervasive in today’s work environments. Students study advanced Excel topics, including pivot tables, filters, tables, what-if analysis tools, data validation and error checking and preparing Excel data for use in databases. Students also learn how to design and use a database using Microsoft Access, and import data from Excel. Emphasis is on extracting information from Access databases by creating and using queries. A combination of lectures, practical demonstrations, in-class and out of class assignments and review simulations contribute to the students’ learning experience. Mac students, please note that Microsoft Access will not run on a Mac without additional software .
Communications II – Students continue to expand their practical writing and speaking skills for successful communication in business. Using real-life scenarios and research skills, they produce informal reports and proposals, deliver presentations to a live audience supported by technology, and create a job-search package. Students create professional documents, such as information reports, progress reports, justification/recommendation reports, summary reports, and minutes of meetings to develop up-to-date writing skills. The job search package includes employment-readiness skills, resumes, persuasive cover letters, and interview techniques. In all written work, students continue to develop and enhance their grammar skills to meet professional, workplace standards.
Global Business Environment – As the global economy continues to change rapidly, and as the number of international trade agreements grows, trade barriers come down and Canadian companies and entrepreneurs must have a clear understanding of the effects of globalization and ensuing opportunities. The forces defining the international economy are examined and the skills that global business professionals require in order to succeed today internationally are introduced. Students learn the major components of international trade of products and services, including marketing, market entry strategies, supply chain management, trade finance, legal aspects of international business and international management. The subject of foreign direct investment is also introduced.
Human Resources Management – Human capital is a critical organizational resource contributing to organizational agility, goal attainment and ultimate viability through progressive human resources management. Students are introduced to human resources management areas of practice, including the role of human resources within the organizational strategic context, human resources planning, employee recruitment and selection, training and development, compensation and benefits, and employee and labour relations. Furthermore, students are introduced to occupational health and safety, international human resources, organizational behaviour, and relevant legislative frameworks.
Careers
Graduates may find employment in one of the many sectors of the marketing profession: marketing management, sales and sales management, marketing communications, digital marketing, product management, marketing research and business-to-business marketing.
Learning Outcomes
The graduate has reliably demonstrated the ability to:
- Develop a marketing plan that will meet the needs or goals of a business or organization.
- Develop an integrated marketing communication plan for marketing of a product, concept, good, or service, based on an identified market need or target.
- Determine strategies for the development of new and/or modified marketing concepts, products, goods, and/or services that respond to evolving market needs.
- Determine strategies for the efficient and effective placement/distribution of a product, good, and/or service that respond to an evolving market.
- Determine the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, return on investment (ROI), and business goals of an organization.
- Analyze the viability of a concept, product, good, and/or service in local, national or global markets.
- Conduct market research to provide information needed to make marketing decisions.
- Communicate marketing information persuasively and accurately in oral, written, graphic and interactive media formats.
- Plan, prepare and deliver an effective sales presentation or pitch to address the needs of the client.
- Develop strategies with clients, customers, consumers, co-workers, supervisors, and others to maintain and grow working relationships.
- Develop learning and development strategies to enhance professional growth in the field.
- Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment, and self-employment initiatives.
- Apply and contribute to a framework of organizational policies and practices, when conducting business of the organization.
- Apply the principles of business ethics and corporate social responsibility to business decisions.
- Identify and apply discipline-specific practices that contribute to the local and global community through social responsibility, economic commitment and environmental stewardship.
Tuition and related ancillary fees for this program can be viewed by using the Tuition and Fees Estimator tool at fee section.
Fees are subject to change.
Additional program related expenses include: Books and supplies cost approximately ₾ and can be purchased at the store and online.
Application Information
Applications are available online at application section 100 ₾ fee applies.
Applications for Fall Term and Winter Term admission received by February 1 will be given equal consideration. Applications received after February 1 will be processed on a first-come, first-served basis as long as places are available.
International Student Application Form at Application Section or by contacting the admission Office.
For further information on the admissions process, contact at admission@esm-tbilisi.ge