Thematic areas and courses
Business and Economics
Business management
Business design
Economics and finance for business
Design thinking
Law and ethics in business
After the completion of those thematic courses, you will be able to:
- understand how a company works, what its life cycles are, and what is the role of marketing in the company;
- see different profit models of the organizations (based on examples of Ukrainian and renowned Western companies);
- use the key elements of business design in your projects and enhance business models;
- understand the processes occurring in the macro-environment and the impact of macroeconomic factors on the business activity;
- read and understand the main financial documents of the company, interpret financial data, and assess the effectiveness of your projects in terms of business and finance;
- master design thinking as the management tool, as well as the strategy, product, service, and innovation development tool;
- analyze the company’s activities, including the marketing one, for compliance with the Ukrainian legislation and the ethical considerations.
Management and Marketing
Project management
Fundamentals of marketing and management of marketing activity
Product management
Brand management
Consumer behavior
Strategic marketing
After the completion of those thematic courses, you will be able to:
- possess project management skills that are necessary at all the stages of project development: idea generation, planning, setting a budget, and effectiveness assessment;
- develop a marketing mix and know what tools should be used when dealing with the market, searching for innovations, launching new products and services;
- implement organization and control of marketing activity at the enterprise;
- check “viability” of the new product and master the methodology of launching innovations;
- create brands and understand how to manage a brand portfolio;
- understand the mechanism of consumer decision making, consider the impact factors, anticipate customer reaction, and launch effective marketing campaigns;
- develop marketing strategy and tactics, effectively use marketing tools to implement business development strategies;
- understand the principles of building a loyalty program.
Data and Analytics
Market analysis
Marketing researches
Business analytics
After the completion of those thematic courses, you will be able to:
- research the market and perform segmentation;
- create a value proposition canvas and effective messages regarding a product or service;
- organize marketing researches, knowing the necessary methods and techniques of their conduction;
- use MS Excel to perform data analysis, forecasting, and A/B testing.
Digital Marketing
Social Media Marketing
SEO, PPC, targeting
After the completion of those thematic courses, you will be able to:
- understand unit economics and integrated digital marketing tools;
- develop KPI and control contractors;
- use paid social media promotion tools and performance approach to increase sales;
- develop content and media plans, analyze social media marketing performance.
Communications and Relationship Management
Integrated marketing communications
Storytelling
Visual communications
PR and reputation management
After the completion of those thematic courses, you will be able to:
- build effective communications;
- develop an IMC brief;
- develop prototypes, basic visual communications, as well as understand how to design a visual and how to audit it;
- set a clear technical task for visual communications specialists;
- analyze advertising text, develop a marketing communications plan encompassing textual and visual materials;
- understand the characteristics of different genres and create stories;
- master the tools of building successful communications for business, anti-crisis campaigns, and understand the role of PR in business.
Leadership
Leadership
Team building
After the completion of those thematic courses, you will be able to:
- develop leadership competencies;
- understand how to use leadership virtues in both everyday and work life;
- possess team management and motivation skills;
- solve problems within teams.
Electives
The students can also choose 5 additional courses from the Lviv Business School of UCU list of electives.
