South East European University
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Marketing and Innovation Management (2022/2023)

Study Cycle: Second Cycle (Postgraduate)
Faculty: Business and Economics
Programme Code: MIM-60
Academic year: 2023 / 2024
Title: Master in Marketing and Innovation Management
ECTS: 60 (1 year) Accrediation
Decision: Decision for starting of the program

Program’s aims are:

  • Raising the level of management and supervision of enterprises and development of contemporary management;
  • Training and developing of contemporary profile managers: entrepreneurs, prepared to take actions, as well as risks related to any initiative, flexible, determined and courageous individuals;
  • Education of highly-qualified and professional managers with leadership abilities and desire to face the risks of the new millennium;
  • Creation of managers with new perspectives and way of reasoning, developing of skills for predicting the future and taking the risks and possibilities that emerge in the business of the 21st century.

Upon successful completion of the program students will be able:

  • To work individually and in groups on research methods that are more relevant for meeting the needs of the population,
  • To elaborate the differences and needs of the community, in professional and scientific terms.
  • To actively participate in creating macroeconomic and microeconomic policy.
  • To be inform and to contribute to scientific and professional elaborations.
Knowledge and understanding

To possess knowledge and understanding of the business environment, business entities and their operations in the context of applied business (economics, management, marketing, finance, programming, databases, computer and information systems, networks and data engineering).

Ability to develop and apply original and creative ideas in environments in which the areas of applied business overlap or are interrelated.

Ability to apply interdisciplinary knowledge and demonstrate specialist competencies in applied business.

Applying knowledge and understanding

Ability to critically, independently and creatively solve problems in new environments or in environments in which students have no previous experience in a multidisciplinary context of a real business environment or organizational environment. Planning, conducting and evaluating independent business research, implementing appropriate computational tools, environments and technologies.

Creativity and originality in the interpretation of knowledge from business processes and appropriate use of computer tools based on defined research and examination techniques. Has the knowledge to start and develop his/her own business.

Making judgement

Ability for creative integration and synthesis of knowledge from multiple areas related to business processes and the use of computer tools and techniques.

Ability to deal with complex situations related to business processes, to identify appropriate specialized instances in the field of business and informatics and to make sound assessments in situations of lack of complete information or data and based on personal, social and ethical principles; and responsibilities related to the application of knowledge and understanding.

Makes business decisions at a low level of management.

Has the ability to analyse competition in the market.

Communication skills

Ability to clearly and unambiguously present expert conclusions, results, studies and knowledge with the ability to adjust the style and form of expression.

Competence for critical, independent and creatively reasoned research, evaluation of methodologies and proposing and defending new hypotheses.

Ability to initiate, lead and take responsibility for individuals and groups in cases where business competencies and IT competencies are essential.

Ability to present the results of various studies, transmit business plans to working groups and stakeholders.

Learning skills

Ability to identify personal needs and directions for individual and autonomous further education, as well as for its performance in an independent and autonomous way in the usual business areas and information areas.

Ability to take responsibility for continuing individual learning in specialized business and IT areas within a networked economy.

Uses computer skills to gain legal knowledge.

Can do individual and team learning.

Has the ability to do business analysis and use scientific literature and review by other authors.

Semester 1

  • [CMBA01] [6 ECTS] Research Methodology
    The purpose of this course is for students to gain knowledge and understanding of different scientific theories and methodologies. Students will first be explained the basic concepts and theoretical definitions and samples of all existing research methods, direct and indirect hypotheses, variables, validity of results, BIAS and prejudices and scientific qualities and quantitative research methodologies and other methodological approaches. For each chapter students will also perform practical assignments. Upon successful completion of this course, students will be able to: know and understand the importance of basic scientific concepts; learn techniques for efficient research and information retrieval and efficient access to relevant information and literature; identify, describe and formulate scientific problems; make a careful choice of alternative research approaches, describe carefully; compare and explain the advantages and disadvantages of different scientific methods for data collection and analysis in quantitative and qualitative research; apply basic scientific methods to analyse quantitative and qualitative data; provide basic theoretical frameworks on which research will be built; review them and evaluate technical and scientific publications.
  • [CMBA19] [6 ECTS] Project Management
    The aim of the course is for students to be involved in the world of modern projects and to confront them with the opportunities and challenges of real economic life in creating projects suitable for real needs. The specific objectives of the course are how to define a given project (using several phases) and emphasize the important role of the project manager (to understand the need, scope, implementation activities, complexity of modern design, etc.). Students should be trained on how to apply modern tools and techniques of modern design management when transforming a need or creative idea into a real and documented project that will make them more inventive and competitive in the competitive labour market.
  • [CM195] [6 ECTS] Marketing Research
    The aims of the marketing research and analysis may be stated as follows: 1. understand fundamental principles, concepts, and measurement tools essential to planning, conducting, and evaluating marketing research activities. 2. learn how to design marketing research studies in a logical and systematic manner. 3. learn the difference between qualitative and quantitative research methods. 4. be able to utilize exploratory research and secondary information sources to formulate relevant research questions. 5. be able to operationalize concepts for the purpose of developing testable propositions. 6. be able to collect, organize, and analyse data and interpret findings to address marketing research problems.
  • [CM246] [6 ECTS] CRM and Digital Analytics
    This course is designed to meet the increasing demands from the industry and recruiters for the application of quantitative and analytical skills to support sophisticated marketing decision making. The content of the course is based on cutting-edge research in optimization and interactive marketing to study customer relationship management and digital marketing. The goal is to apply optimization tools to derive analytical solutions to more customized and proactive marketing decisions, such as relationship pricing, promotion and inventory management, cross-selling campaigns and service allocation. The students learn how to make state-of-the-art marketing strategies and relevant analytical techniques that can be used to support these decisions.
  • [6 ECTS] Elective course
    • [C2132] E-Commerce
    • [E2579] Real Estate Finance and Investment Analysis
    • [E2580] Sustainable Enterprise
    • [E2581] Leadership, Teamwork and Diversity
    • [E2582] Accounting Information Systems
    • [E2585] Negotiations for Resolving Conflicts and Leading Change
    • [E2598] Marketing Business to Business
    • [E2599] Organizational Behavior
    • [EM559] Business Consulting
    • [E2584] Investment Management
    • [E2586] Trade Analytics
    • [CM155] Family Business Management
    • [EFB-02] Game Theory and Business Strategy
    • [CM198] Market Research
    • [E2590] Business Logistics
    • [EBA072] Small Business Management
    • [EBEM-504] International Marketing
    • [E2600] New Product Management
    • [C2137] Web and Social Media Analytics
    • [E2611] Total Quality and Performance Management

Semester 2

  • [BE-MA-THESIS] [30 ECTS] Master Thesis
    This module enables students to transfer their research skills and knowledge and to do the most complex task- writing their master thesis. The module aims to be fully practical and students to acquire the necessary knowledge and skills to approach writing the thesis. The module has unique return result-to enable students to write the master thesis with minimal difficulties, and with maximum efficiency. The course aims to improve research techniques and style of writing the paper, taking into account the prevention of the usage of illegal means, such as plagiarism and infringement of copyright, which are prohibited by the Statute of SEEU.