Small Business Marketing (MASTER)

- To develop competence for in-depth, comprehensive and critical analysis of advantages and disadvantages of small business marketing.
- To develop competence for application of marketing theory, concepts and analytical tools for solving problems and challenges, faced by small business.
- To strengthen competence for creative thinking and development of alternative solutions.
- To develop skills for clear oral and written communication, when identifying problem and justifying possible solutions.
- To develop competence for marketing planning in small business.

1. Small business marketing management style
2. The impact of entrepreneurial characteristics on marketing in small firms
3. Stages of marketing development in small firms and internal competencies
4. Challenges and adaptation of a small business marketing: Digitization, artificial intelligence, sustainability marketing
5. Market positioning and competitive advantage
6. Marketing planning in small firms
7. Product management and innovation
8. Branding in digital environment
9. Pricing and marketing channels
10. Marketing communication: Digital tools and ethics
11. Characteristics of services marketing
12.The importance of entrepreneurial marketing networks