Marketing is a fundamental yet dynamic business specialty situated at the intersection of economics, analytics, psychology, creativity, and digital technology. In an environment of intense competition and rapidly shifting consumer behavior, a marketer serves as the primary driver of business growth, market trend analyst, product value creator, and architect of brand communication strategies.

The specialty prepares professionals capable of researching the market environment, identifying and shaping consumer needs, building long-term relationships between companies and their clients, and ensuring the commercial success of products and services.

The training of marketing specialists is based on studying the following objects:

- marketing activities: a complex set of processes for creating, promoting, delivering, and exchanging offerings that have value for consumers, clients, partners, and society as a whole;

- market entities and environment: consumers (B2C), business clients (B2B), competitors, contact audiences, trade intermediaries, as well as the company's micro- and macro-environment;

- marketing mix (Marketing Mix / 4P-7P): product policy, pricing, sales and distribution channels, marketing communications, personnel, processes, and physical evidence;

- marketing research and analytics: market trends, consumer behavior (Customer Journey), competitor research, primary and secondary data, Big Data, and campaign performance analytics;

- Digital Marketing and branding: digital market environment, social media, search engines, e-commerce, and Brand Equity management.

Learning goals by higher education levels:

First (Bachelor's) level — training specialists equipped with modern economic thinking and competencies necessary to conduct effective marketing activities, as well as identify and solve practical marketing tasks in a competitive market environment.

Main focuses of Bachelor's degree training:

- mastering the fundamentals of marketing, market analysis, consumer behavior, and pricing;

- mastering essential Digital Marketing tools (SMM, SEO, Email Marketing, targeted and search advertising);

- skills in organizing and conducting marketing research (surveys, focus groups, desk research);

- developing promotional materials, content plans, copywriting, and evaluating initial advertising campaign effectiveness (ROI, CPA, CTR).

Second (Master's) level — training highly qualified specialists, top marketers, and executives capable of solving complex tasks and problems in marketing activities, involving fundamental or applied research and/or implementing innovations under high uncertainty in requirements and environment.

Main focuses of Master's degree training:

- developing comprehensive marketing, branding, and communication strategies for companies;

- strategic marketing, implementing marketing innovations (MarTech), and marketing performance auditing;

- researching deep patterns of consumer behavior (neuromarketing, Customer Journey Mapping — CJM);

- leading marketing projects and departments, budget management, implementing data-driven approaches, and modeling marketing efficiency.

Key competencies of a graduate:

- analytics and research — conducting qualitative and quantitative market research, market segmentation (STP), competitor analysis, working with Web Analytics (Google Analytics 4);

- Digital Marketing — setting up and optimizing ad campaigns (Meta Ads, Google Ads), SEO, SMM, SERM, messenger marketing, and e-commerce;

- Brand Management — developing brand positioning, brand books, communication strategies, and building company brand loyalty and awareness;

- product and pricing — Product Management across product lifecycles, developing flexible pricing strategies, and New Product Development (NPD);

- marketing communications (PR & Ads) — media planning, public relations (PR), creating creative concepts, and influence marketing (collaborations with bloggers).

Graduates of specialty D5 Marketing possess versatile skills essential across all business sectors, from startups to multinational corporations:

- marketing management: Chief Marketing Officer (CMO), marketing strategist, head of marketing, Product Marketing Manager;

- Digital & Social Media: SMM specialist, Target/PPC specialist, SEO specialist, Digital Marketing Manager, Email Marketer;

- branding and PR: Brand Manager, PR Manager, Creative Director, Influence Marketing Specialist;

- marketing analytics: marketing analyst, Web Analyst, Market Researcher in research agencies;

- agency business: account manager, media planner, promotion specialist in full-service advertising and marketing agencies;

- e-commerce: E-commerce Manager, marketplace promotion specialist (Amazon, Rozetka, etc.).

Training is provided by the Department of Management and Business Administration (602)

Education is provided under the following educational programs:

Educational Program	Degree	Mode of Study	Duration of Study
Digital Marketing	Bachelor based on complete general secondary education	Full-time and Part-time	3 years and 10 months
Marketing	Bachelor based on complete general secondary education	Full-time and Part-time	3 years and 10 months
Marketing and Branding	Master, professional educational program	Full-time and Part-time	1 year and 4 months