Minimum curriculum requirements for Licencjat Programmes
in MANAGEMENT AND MARKETING

1. GENERAL REQUIREMENTS

Licencjat programmes in Management and Marketing last at least 6 semesters. These are offered as a separate type of higher professional education programmes or first-stage higher education programmes, both ending with the defence of a diploma thesis. The minimum curriculum requirements cover a total of 1155 hours. The total course load for licencjat programmes in this field of study is ca. 2200 hours.

2. PROFILE OF THE GRADUATE

Students acquire basic theoretical knowledge in the area of economics and management as well as complementary areas, and develop skills required for analysing the enterprise’s environment, including in particular the market and competition environment of the enterprise, and for analysing internal resources of the enterprise and planning strategies for the development and activity of the enterprise, including its basic strategies for marketing, production management, human resources management and finance management. As their key skill, graduates are able to develop, implement and control operational programmes for corporate strategies. Graduates are employed at operational, analytical and middle-management posts in enterprises, consulting agencies and non-profit institutions.

3. COURSE GROUPS AND MINIMUM COURSE LOAD

GENERAL COURSES	205 hours
BASIC COURSES	555 hours
MAJOR COURSES	390 hours
Total:	1150 hours

PROFESSIONAL SPECIALISATION AND SPECIALIST OPTION COURSES AS DETERMINED BY THE HIGHER EDUCATION INSTITUTION: 30% of the total course load

NB.: Professional specialisation courses are those which prepare the future graduate to practise a profession (in particular, to obtain professional qualifications); specialist option courses are those which offer more profound field-specific knowledge in particular areas.

4. PRACTICAL PLACEMENT

The minimum duration of a practical placement is 6 weeks if not stated otherwise in the legislation.

5. COURSES BY GROUP AND MINIMUM COURSE LOAD

GENERAL COURSES	205 hours
Foreign Languages	90
General courses in social sciences (2-3) to be chosen from among the following: Philosophy, Sociology, Logic, Economic History, Economic Geography, Psychology	60
Physical Education	60
BASIC COURSES	555 hours
Microeconomics	60
Macroeconomics	60
Mathematics	90
Statistics (descriptive)	60
Fundamentals of Econometrics	15
Computer Science	60
Fundamentals of Management	45
Fundamentals of Marketing	30
Finance	45
Law	90
MAJOR COURSES	390 hours
Organisational Behaviour	30
Strategic Management	45
Market and Marketing Research	45
Marketing Management and Planning	45
Accounting	75
Production Management	30
Human Resources Management	30
Logistics Management	30
Corporate Finance Management	30
Marketing in Trade and Services	30

6. CURRICULUM CONTENTS (BASIC COURSES – GROUP B AND MAJOR COURSES – GROUP C)

2. BASIC COURSES

1. MICROECONOMICS

Market. Household. Theory of consumer behaviour. Theory of production. Perfect competition and monopoly. Equilibrium of the enterprise. Oligopoly. Alternative theories of the firm. Markets of production factors. Competitive equilibrium and elements of the theory of welfare.

2. MACROECONOMICS

National economy: demand and supply. Macroeconomic equilibrium. National output, national income. State budget, deficit and public debt. Money and the banking system. Money market. Keynesian macroeconomics and classical macroeconomics. Business cycle. Inflation, unemployment. Open economy. External equilibrium. Budgetary, monetary and exchange rate policies. Stabilisation policy and the IS-LM model. Economic growth.

3. MATHEMATICS

Functions of one, two or several variables and their applications to economics (marginal calculus, extremes). Elements of integral calculus. Introduction to differential and difference equations, and their applications to economics. Vector and matrix calculus. Systems of linear equations and inequalities - examples from economics.

4. DESCRIPTIVE STATISTICS

Statistics as a science. Basic concept. Stages of statistical surveys. Tabular and graphic presentation of statistical data. Basic parameters of statistical description for a given characteristic. Structure of a correlation table. Basic parameters of statistical description for two characteristics. Analysing interdependency of two characteristics. Correlation coefficients. Statistical indexes of a growth tendency.

5. FUNDAMENTALS OF ECONOMETRICS

Descriptive econometric model, its structure, and assumptions for random components. Estimation of parameters for an econometric model. Heteroscedasticity and auto-correlation in an econometric model. Forecasting on the basis of an econometric model. Analysing time series and forecasting. Multi-equation models: basic principles.

6. COMPUTER SCIENCE

Computer equipment. Standard computer set-up. Software. Operating systems. Standard software packages. Application programmes. Word processing programmes. Spreadsheets. Data bases and their use. Computer-aided corporate management.

7. FUNDAMENTALS OF MANAGEMENT

Management process, functions and skills. Enterprise and its environment as the object of management. Ownership status, organisational and legal forms of the enterprise. Mission and goals of the enterprise. Strategic and operations management. Organisation and motivation in the enterprise. Control function of management. Basic principles of the enterprise. Managing the enterprise’s activity areas: marketing, logistics, production, human resources, capital, technology and information. Managing the enterprise’s growth.

8. FUNDAMENTALS OF MARKETING

Market environment of the enterprise. Essence, functions and elements of marketing. Marketing information systems. Areas and basic methods of marketing research. Product and price policies. Promotion policy. Distribution of products and forms of product sale. Marketing strategy of the enterprise.

9. FINANCE

Financial system in the market economy. Financial flows and principles in the economy. State budget: revenues, expenditure, fiscal policy. Local government budgets. Structure of the banking system. Central bank and commercial banks. Financial markets. Operations of the securities market (exchange).

10. LAW

Legal system and its categories. Elements of state law. Elements of administrative law. Elements of penal law. Basic concepts and elements of civil law. Parties to civil and legal relationships. Property and property rights. Commitments. Protection of industrial property.

3. MAJOR COURSES

1. ORGANISATIONAL BEHAVIOUR

Essence of organisational behaviour. Individual and group behaviour in the organisation. Inter-organisational behaviour – basic relations with the environment: competition, integration. Strategic reactions of the organisation to its environment. Leadership, management styles and competence profile of the contemporary manager. Communication and negotiation processes in organisations. Organisational culture and ethics of organisational behaviour.

2. STRATEGIC MANAGEMENT

Essence, categories and principles of strategic management. Essence, characteristics and levels of strategies in the enterprise. Strategic management procedure. Mission, vision and strategic goals of the enterprise. Strategic analysis of the enterprise’s macro- and micro-environment. Analysis of the enterprise’s sector environment. Production portfolio analysis and planning. Methods for integrated analysis of the enterprise and its environment (SWOT). Productive and market strategies. Diversification strategy. Competition strategies. Strategic position of the enterprise and the technological strategy. Strategy implementation and strategic control.

3. MARKET AND MARKETING RESEARCH

Market analysis: Market equilibrium and its mechanism. Elasticity of demand and supply. Capacity analysis and its mechanism. Flexibility of demand and supply. Analysis of market capacity and absorptive power. Analysis of the dynamics of market phenomena.

Marketing research: Designing and organising marketing research. Marketing research techniques. Measurement and analysis of data.

Methods of consumer behaviour research. Market segmentation methods. Methods for research on pricing and product development. Methods for analysis of distribution systems. Research on the effectiveness of marketing communication, incl. effectiveness of advertising.

4. MARKETING MANAGEMENT AND PLANNING

Marketing management: essence, process and functions. Organisation of marketing in the enterprise. Market mission and market of the enterprise. Active market enterprises. Marketing goals and the strategic marketing profile of the enterprise. Planning the enterprise’s marketing strategy. Strategic, tactical and operational marketing plan of the firm. Strategic and operational control of marketing.

5. ACCOUNTING

Financial accounting: Principles and legal basis of accounting. Assets and capital of the enterprise. Balance-sheet. Revenues. Financial result. Profit-and-loss account. Balance and financial result operations. Principles of account keeping. Chart of the accounts. Recording capital, cash, securities, settlements, fixed assets, stock. Valuation of assets. Methods for establishing the financial result. Financial reporting.

Management accounting: Classification of costs. Full costs account. Variable costs account. Break-even analysis. Calculation of prices. Standard costs account. Budgeting and cost planning. Internal reporting systems.

6. PRODUCTION MANAGEMENT

Production systems. Technical preparations for production. Production process in the enterprise. Steering the production process. Modern methods of production management. Methods for humanisation of the organisation of production.

7. HUMAN RESOURCES MANAGEMENT

Human resources management in the corporate management system. Target groups for human resources management. Procedures and techniques of human resources management. Employee service organisations. Human resources management and external marketing.

8. LOGISTICS MANAGEMENT

Purchase marketing and logistics. Methods for analysis and segmentation of the supply market. Purchase planning. Purchasing process and sourcing channels. Storage and warehousing. Logistics of distribution and sale of the enterprise’s products. Organisation and management of logistic processes in the enterprise.

9. CORPORATE FINANCE MANAGEMENT

Essence of corporate finance management. Financing and investment principles: foreign capital and attracting such capital, methods for credit repayment and settlement. Attracting capital through the issue of shares and bonds. Capital charges: charges paid on debt and equity. Investing capital: real and financial investments. Methods of investment project evaluation. Short-term corporate finance management: managing working assets and current liabilities. Fundamental analysis of the firm’s activity (sector and factor analysis). Tax strategies of enterprises.

10. MARKETING IN TRADE AND SERVICES

Trade and service enterprises as market entities. Service and its ownership. Trade and other areas of services. Merchandising (commercial marketing) as a modern concept of commercial company management. Merchandising strategies and instruments. Technology and techniques of wholesale and retail trade. Marketing research and segmentation of service market. Marketing strategies for services, service prices, and distribution and promotion of services. Service personnel, and internal and interactive marketing of the firm. Marketing in service activities of non-profit organisations.

7. RECOMMENDATIONS

The professional orientation of licencjat programmes should be reflected, among other things, in:

1. the practical placement, and
2. the group of professional specialisation and specialist option courses determined by the higher education institution.

The course of a practical placement and the approach to professional specialisation and specialist option courses should depend on the specificity of the higher education institution and the profile of the graduate as determined by the institution for a given licencjat programme.