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South East European University
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Marketing (2012/2013)

Study Cycle: Second Cycle (Postgraduate)
Faculty: Business and Economics
Academic year: 2022 / 2023
Title: Master of Economic Sciences / Module: Marketing
ECTS: 120 (2 years) Accrediation

The objectives of this program 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.
  • English language journals and books;
  • The ability to engage in independent research at an advanced level;

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 informеd and to contribute in scientific and professional elaborations.
Knowledge and understanding
  • Calculation of basic macroeconomic aggregates and critical analysis of current macroeconomic policies.
  • Providing a critical review of development policies and their application in national economy.
Applying knowledge and understanding
  • The ability to diagnose the actual market developments, predict the tendencies of these developments and analyze the effects of measures of economic policy on market movements.
Making judgement
  • Able to be involved in the position of leaders in profitable and unprofitable organizations in the country and around the world.
  • Analysis of the general processes of economic development in the world and especially the processes of transition, regionalization and globalization of world economic trends.
Communication skills
  • Allow the development of personal skills, communication, research and other important skills needed for employment.
  • Allowing students to actively engage in teaching and to conduct independent research in all areas of business and economics.
Learning skills
  • Develop the concept of critical thinking of students.
  • Allowing the acquisition of research skills and experience of management, marketing and public finance, in private and nonprofit organizations.

Semester 1

  • [6 ECTS] Research Methodology
    The course focuses on a wide range of research methods that may be utilized within the frames of all social sciences. Attention is paid to the quantitative as well as qualitative research methods. The course is aimed at individuals who are in need of conducting social research as a part of their academic studies.
  • [6 ECTS] Advanced Economics
    The course is composed of two parts: microeconomics and macroeconomics. Within the frames of macroeconomics the consumer behaviour under existential conditions of budget restrictions and its target function are studied- utility maximization, as well as the enterprise behaviour within different market structures and their target function- profit maximization. In microeconomics, the factors of production and their prices, as well as the role of the state in regulating the businesses and the domains of market failure are also dealt with. Macroeconomics is concerned with the functioning of economics as a whole. In this context, the attention is focused on the most important macroeconomic concepts: gross domestic product, inflation, unemployment, savings, investments, rate of exchange etc. Special attention is dedicated to the factors that derange the macroeconomic balance, both in long and short terms, as well as the nature and character of the key macroeconomic policies which strive for approaching the movement of the factual gross domestic product, as much as possible, to the movement of the potential gross domestic product.
  • [6 ECTS] Strategic Management
    The course objective is to train students to understand the decision-making process, that is as future managers, how to effectively make good business decisions. The course content enables the students to approach the Basics of the System Approach, System Analysis, Information Theory, Information System Theory, which are researched more widely in the following academic years. Decision making is an essential part of the managerial profession. Through performing tutorials with practical examples, students practice individual and team work. By doing so they are approaching the organizational reality and are becoming equipped for proper solving of business problems
  • [6 ECTS] Elective course 1
    • Applied Statistic
    • Promotion
    • Total Quality Management
  • [6 ECTS] Free elective course 1
    • Rhetoric
    • Methodology of Teaching
    • Multilingualism and multiculturalism
    • Selected Chapters of Advanced Topics in IT Applications for Preparing a Scientific Paper
    • Selected Chapters of Advanced Applications for Statistical Data Processing
    • Professional Communication
    • Labor Market

Semester 2

  • [6 ECTS] Market Research
    Marketing information and resources needs analysis involves collecting and expanding the primary and secondary data. Defining a problem, research design, experiment techniques, data collecting and analyzing are examined. General review of the methods for measuring client reactions on the project features, advertising effectiveness and other promotional concepts will also be examined.
  • [6 ECTS] Marketing Management
    The aim of this subject is to provide students with knowledge from the management field by the marketing activities, marketing environment and its influence on the functioning of the enterprises, elaborating the product policy, prices, distribution and promotion, as well as the decisions made by the managers with regards to these policies. The strategies applied by the managers, as well as the consequences from those strategies, marketing planning, marketing tactics and marketing control will be also elaborated.
  • [6 ECTS] Consumer Behaviour
    Consumer Behavior is a more advanced course from Marketing Studies which focuses on understanding and managing the consumer-marketer relationship. The course examines the concepts and theories of the social sciences and utilizes them in order to understand consumers and to develop, evaluate and implement effective marketing strategies. The material to be covered includes a study on consumers, perception and memory, motivation, persuasion and behavior, consumer decision making, satisfaction, reference groups and consumer behavior, household consumer behavior, income and social class, adult subculture, culture and consumer behavior, ethics and social responsibility of consumer behavior.
  • [6 ECTS] Elective course 2
    • Applied Statistic
    • Promotion
    • Total Quality Management
  • [6 ECTS] Free elective course 2
    • Rhetoric
    • Methodology of Teaching
    • Multilingualism and multiculturalism
    • Selected Chapters of Advanced Topics in IT Applications for Preparing a Scientific Paper
    • Selected Chapters of Advanced Applications for Statistical Data Processing
    • Professional Communication
    • Labor Market

Semester 3

  • [6 ECTS] Services Marketing
    Тhe course objective is to present the theoretical and applicable aspects of service marketing, such as: definitions of Service Marketing, features affecting the services, marketing strategies for the service companies directed at service quality improvement.
  • [6 ECTS] International Marketing
    International Marketing is one of the youngest scientific disciplines of the business economy which observes and analyzes the international marketing activities of the enterprise from a specific angle. Within the course frames numerous phenomena and processes which are currently present in the world economy and which demonstrate that the traditional approaches are securely becoming a part of the history are studied. Instead of them, a new world is born, a world which is economically independent and which does not recognize political borders of any kind, called states. By studying the content, an observation is made that all the key economic parameters have to be directed towards the direction of development of the international economy and the world market. The knowledge acquired in International Marketing and their application in practice will bring us closer to the successful enterprises and successful countries, that know what they want from their own resources and their own economies, yet are within the world market context.
  • [6 ECTS] Distribution and Sales System
    Determining the contemporary distribution system as a marketing tool, bearers and organizational forms of distribution, relationships between the participants in the distribution process, factors influencing the distribution development, regulating the distribution system, as well as the sales, methods and the contemporary sales method. Also: Presenting the market elements and its institutions from the aspect of its influence on traffic execution. Selection of an appropriate location as a factor in the execution of traffic activities. Wholesale and retail with all significant aspects of executing the activities. Issues related to costs, margins- discount and retail price formation. Formulating and leading the trade policy. Practical perception of the techniques of trade operations: supply, storehouse, sales and transport operating will be examined.
  • [6 ECTS] Elective course 3
    • Product Management and Design
    • Game Theory
    • Corporate Management
    • Export Strategies and Competition Policy
  • [6 ECTS] Elective course 4
    • Product Management and Design
    • Game Theory
    • Corporate Management
    • Export Strategies and Competition Policy

Semester 4

  • [30 ECTS] Master Thesis
    Pas dhënies së provimeve, studenti mund të fillojë me procedurën e paraqitjes, punimit dhe mbrojtjes After passing examinations, the student may begin the procedure of filing, making and public defense of thesis topic. The student chooses the mentor, who gives him instructions for preparation of the application of master theses. The application must be granted by the Graduate Studies Educational Collegium and the Scientific and Academic Council of the Faculty. After preparing the final version of Masters Thesis, Academic-Scientific Council of Faculty forms a three-member committee, which prepares the report, which is may be accepted or rejected. The positive report is approved by the Academic-Scientific Council and it is set the date of public defense. After successfully defending the thesis, the student gains the degree - Master of Economic Sciences / Field: Marketing.