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About Study Course

Credit points / ECTS:3 / 4.5
Course supervisor:Jūlija Šipicina-Buhgolca
Study type:Full time
Course level:Master's
Target audience:Business Management; Marketing and Advertising; Management Science
Language:Latvian
Branch of science:Management

Objective

To enrich students’ professional marketing and management toolkit with consumer behaviour understanding tools.

Prerequisites

International Marketing, Human Resource Management, Project Management in International Business, Brand Management in International Business.

Learning outcomes

Knowledge

On completion of the study course students will have gained knowledge of how to understand and interpret consumer behaviour in a global environment, understand the behaviour and decision-making processes of various consumer segments, be able to evaluate available organizational resources to achieve specific marketing objectives.

Skills

Students will be able to independently collect and analyze data on marketing effectiveness in the organization, perform resource efficiency analysis, calculate process losses, match organization marketing goals to consumer segmentation, interpret the relationship of various consumer behaviour changes to the organization's marketing activities in a global environment.

Competence

Students will be able to scientifically justify their chosen marketing plan for different consumer segments within their competence. Students will be able to interpret different consumer behaviours in a global environment, develop a specific communication model and choose appropriate methods and tools. Students will be able to analyze the existing communication system, develop changes to a more effective marketing strategy, and logically substantiate their proposals based on the latest scientific findings and research.

Study course planning

Course planning not avalible right now.