MARKETING AND MANAGEMENT General description of the ... · MM14 property 7,50 Branding 4,00 MM141 Intellectual property 3,50 MM142 Elective modules Module: Entrerpreneurship 7,50

MARKETING AND MANAGEMENT

General description of the programme

Qualification awarded Professional Bachelor in Marketing and Management

Level of qualification First

Specific admission

requirements

High school diploma

An interview in Bulgarian

Test in English

Specific arrangements for

recognition of prior

(formal, non-formal and

informal)

IUC recognizes periods of study of student transferring from

other universities or colleges. Credits are recognized by a

commission on the basis of the academic transcript provided by

the student.

Qualification requirements

and regulations

None

Profile of the programme Specialty education emphasizes on interdisciplinary and

innovative educational methods, which helps establishing a

beneficial, liberal education environment and encourage

students to be to more creative. Students have the possibility to

study one or two semesters in partner’s universities abroad,

which cooperates with their intercultural competence and

competitive power improvement.

Key learning outcomes 1. Common skills

• Critical analysis and empiric data assessment

• Analytic interpretation of the information and text

• Information description and analysis

• Knowledge application for solving known and new

problems

• Progress in ability to give a well-founded opinion and

conclusion

• Responsibility taking for continuing educational and

professional self-perfection

• Recognition of moral problems, ethic problems and

those connected with working environment safety

• Presentational and communicative skills

• Mathematical and computer skills

• Communication with other people

• Team working skills

• Solving problems skills

• Self-assessment and work analysis skill

• Planning skill and education process management

2. Special skills

• Successful execution of managerial functions –

planning, organizing, motivation and control

• Subject analysis and appraisal : theory, principles and

concepts

• Knowledge of the basic principles, criteria and

functional dependence, necessary for providing a normal job in

different departments

• Skills for organizing and firm activities management

• Consumer needs satisfaction

• Consumer needs and expectations analysis and

developing adequate strategies for satisfying it.

• Problems essence analysis

• Skill for models and characteristics of consumer

demand explanation

• Business environment analysis and assessment

• Defining price politics

• Skill for developing programmes for involving and

keeping the clients

3. Professional skills

• Consumers’ needs identification

• Developing and offering new products according to

consumers’ requirements

• Successful knowledge application and effective

problems solving typical for the process of serving consumers

• Making marketing research

• Different methods and approaches for price-forming

application

• Developing business plans

• Outlining criteria for improving consumer serving

• Stimulating of the innovative firm activity for

satisfaction changes in consumer demand

• Guidance and work dispensation

• Developing systems for human resources management

– planning, selecting, motivating, training, employees’

rewarding

• Undertaking actions for increasing employees’

productiveness

• Assessment of the individual contribution and defining

individual rewards for employees

Occupational profiles of

graduates with examples

Students graduated at Marketing and Management specialty

can occupy leader positions in different trade, productive, bank,

insurance, markets, consulting, transport, marketing and other

organizations. They can occupy positions as marketing

managers, trade agent, also as an expert in “Human resources”,

“Marketing”, “Distribution”, “PR” departments or as sales

agents. Their practical preparation allows them to start even a

small business in different economic spheres.

Access to further studies Yes

Course structure diagram

with credits (60 per full-

time academic year)

№

Code Module / Subject ECTS

1 2 3 12

Year One

First semester

Compulsory modules

MM01

Module: Business law and business

ethics 7,50

MM011 Business law 5,00

MM012 Business ethics 2,50

MM02

Module: Economics and business

environment 7,50

MM021 Economics 5,50

MM022 Business environment 2,00

MM03

Module: Marketing and business

communications 7,50

MM031 Principles of marketing 5,00

MM032 Business communications 2,50

MM07 Module: Foreign languages I 7,50

MM0711 English for business and management 4,00

MM0712

Second foreign language

(English/German/French/Spanish) 3,50

Total 30,00

Second semester

Compulsory modules

MM04 Module: Research and Statistics 7,50

MM041 Research and Statistics 4,50

MM042 Information technologies 3,00

MM05 Module: Accounting and finance 7,50

MM051 Introduction to accounting 5,00

MM052 Introduction to finance 2,50

MM06 Module: Management 7,50

MM061 Intercultural awareness for business 3,50

MM062 Management 4,00

MM07 Module: Foreign languages I 7,50

MM0711 English for business and management 4,00

MM0712

Second foreign language


Total 30,00

Summer Internship I

MM08 Module: Summer internship I 15,00

MM081 Summer internship I 15,00

Total 15,00

Year Two

Third semester

Compulsory modules

MM09 Module: Foreign Languages II 7,50

MM0911 English for academic writing 4,00

MM0921

Other Language


MM10

Module: Human resource

management and organisational

behaviour 7,50

MM101 Organisational behaviour 3,50

MM102 Human resource management 4,00

MM13

Module: Marketing communications

and marketing research 7,50

MM131 Marketing communications 4,00

MM132 Marketing research 3,50

MM11 Module: Consumer behaviour 7,50

MM111 Consumer behaviour 4,00

MM112 Services marketing 3,50

Total 30,00

Fourth semester

Compulsory modules

MM12 Module: E-business 7,50

MM121 E-business 3,50

MM122 Relationship marketing 2,00

MM123 Revenue management 2,00

MM14

Module: Branding and intellectual

property 7,50

MM141 Branding 4,00

MM142 Intellectual property 3,50

Elective modules

MM15 Module: Entrerpreneurship 7,50

MM151 Entrerpreneurship 3,50

MM152 Project management 2,00

MM153 Managerial accounting 2,00

MM15 Module: Business planning 7,50 MM151 Business planning 3,50

MM152 Project management 2,00

MM153 Financial planning 2,00

Compulsory modules

MM09 Module: Foreign Languages II 7,50

MM0912 English for academic writing 4,00

MM0922

Other Language


Total 30,00

Summer Internship II MM16 Module: Summer internship II 15,00

MM161 Summer internship II 15,00

Total 15,00

Year Three

Fifth semester

Compulsory modules

MM17 Module: Foreign Languages III 7,50

MM171

1 English for academic writing 4,00

MM172

1 Other Language (German/French/Spanish) 3,50

MM18

Module: International marketing and

management 7,50

MM181 Marketing management 3,50

MM182 International marketing 4,00

MM19 Module: Leadership 7,50

MM191 Leadership 5,00

MM192 Managerial competency 2,50

MM20 Module: Corporate culture 7,50

MM201 Corporate culture 4,00

MM202 Corporate social responsibility 3,50

Total 30,00

Sixth semester

Elective modules

MM22 Module: Quality management 7,50

MM221 Managing the company competitiveness 3,50

MM222 Quality management 4,00

MM22 Module: Tourism management 7,50

MM221 Tourism management 4,00

MM222 Destination marketing 3,50

Compulsory modules

MM17 Module: Foreign Languages III 7,50

MM171

2 English for academic writing 4,00

MM172

2 Other Language (German/French/Spanish) 3,50

MM23 Strategic management 5,00

MM231 Strategic management 5,00

MM-

DIP Diploma project 10,00

Total 30,00

Total 210,00

Examination regulations,

assessment and grading

The key learning outcomes have been assessed during the

module by different methods including: written exams,

assignments, essays, case study, presentations, practical exams,

reports, etc.

The correspondence between education aims and education

methods is an object of constant control by programme

directors, the commission of quality and exams and external

assessment institutions as well.

Graduation requirements All exams from the third years need to be passed.

Mode of study (full-time,

par t-time, e-learning...),

Full-time

Programme director or

equivalent.

Ivelina Yoveva

Description of the individual course units

Course unit title Branding

Course unit code MM141

Type of course unit

(compulsory, optional)

Compulsory

Level of course unit (e.g.

first, second or third)

First

Year of study (if

applicable)

Second year

Semester/trimester when

the course unit is delivered

Fourth semester

Number of ECTS credits

allocated

4.0 ECTS

Name of lecturer(s) Ivelina Yoveva, Veselin Blagoev, Elena Zheynova

Learning outcomes of the

course unit

• Define the nature and main features of intangibles and

brands

• Apply their knowledge for how to build brand portfolio

out of branded items

• Use different techniques and methods for brand

management

• Define which factors influence on brand success and

failure

Mode of delivery (face-to-

face, distance learning)

Face-to-face

Prerequisites and co-

requisites

Marketing research and Marketing communication

Marketing and business communications

Recommended optional

programme components

n/a

Course contents • The nature of brand

• The choice for a brand strategy

• Analysis of the branded item

• The routes for brand development

• The brand name as central pivot

• The role of design in brand development

• The role of advertising and the Internet

• From branded item to brand portfolio

• Capitalization on a successful brand

• The value of a brand for the organization

Recommended or required

reading

1. Bainbridge D. (2006), Intellectual Property, Pearson

Education;

2. Sarakinov, G. (2008) Copyright management, Sibi;

3. Sarakinov, G. (2008) Patent law in Bulgaria, Sibi; 4.

4. Ilarionov, P. (2008) How to defense: Useful methods, Ciela.

5. Alina Wheeler (2009) Designing Brand Identity: An Essential

Guide for the Whole Branding Team

6. Maria Ross (2010) Branding Basics for Small Business: How

to Create an Irresistible Brand on Any Budget

7. John Morgan (2011) Brand Against the Machine: How to

Build Your Brand, Cut Through the Marketing Noise, and Stand

Out from the Competition

8. Kevin Lane Keller, Tony Aperia, Mats Georgson (2008),

Strategic brand management, FT Prentice Hall

9. Mila Behar ;Liuboslava Ruseva ; Katya Naydenova (2009),

Superbrands, Vip Мediа ООД

10. Liuboslava Ruseva ;Katya Naydenova;. Mila Behar (2009),

Superbrands Responsible, Vip Мedia ООД

11. Stanislav Ivanov, Vladimir Zhechev (2011) Marketing in

hospitality. Varna: Zangador

12. David A. Aaker – 2011, Building Strong Brands, Free

Press

13. David A. Aaker – 2011, Brand Relevance: Making

Competitors Irrelevant, Wiley Publishers

14. David Vinjamuri - 2008 - Accidental Branding: How

Ordinary People Build Extraordinary Brands, Wiley Publishers

15. David Bowie, Francis Buttle – 2012, Hospitality

Marketing, CRC

16. Georgson, Keller, Strategic Brand Management, Pearson

Education Ltd, 2008

17. James Hammond – 2011, Branding Your Business,

Kogan Page

18. Philip Kotler, Waldemar Pfoertsch – 2010, Ingredient

Branding: Making the Invisible Visible, Springer

19. Kotler, Ph., Kartajaya, H., Setiawan, I., (2010),

Marketing 3.0-Values Driven Marketing, Wiley Publishers

20. Liping A. Cai, William C. Gartner, Ana María Munar –

2009, Tourism Branding: Communities in Action, Еmerald

Publishing

21. Michael C. Sturman, Jack B. Corgel, Rohit Verma –

2011, The Cornell School of Hotel Administration on

Hospitality: Cutting Edge ..., Wiley Publishers

22. Micaela Wendell – 2011, The Branding, Bell Bridge

Books

23. Lovelock C., Services Marketing: People, Technology,

Strategy, Pearson/Prentice Hall, 2007

24. Matthew Healey - 2008 , What is Branding, Roto Vision

Sa

25. Rita Clifton, Sameena Ahmad – 2009, Brands and

Branding, Wiley Publishers

26. Robert D. Reid, David C. Bojanic – 2009, Hospitality

Marketing Management, Wiley Publishers

27. Dinnie, K. (2008) Nation Branding Concepts, Issues, and

Practice.

28. London: Butterworth - Heinemann.

29. Anholt, S. (2007) Competitive identity: the new brand

management for nations, cities and regions. - Houndmills:

Palgrave Macmillan. - xiii, 134 p. (B-R 352)

30. Journal of Integrated Marketing Communications

31. Journal of Marketing

Planned learning activities

and teaching methods

Learning 15 hours

Seminars 25 hours

PBL/CBL 10 hours

Student Centred Learning 50 hours

Total hours 100 hours

Assessment methods and

criteria

Examination 1.5 hours 50%

Coursework 50%

Language of instruction Bulgarian

Work placements n/a

Course unit title Business Communications


Type of course unit


Compulsory



First

Year of study (if

applicable)

First year



First semester


allocated

2.5 ECTS

Name of lecturer(s) Dimitrina Kamenova


course unit

• Apply their knowledge for communication in business

environment

• Be able to lead discussions in working environment

• Be able to present their verbal and nonverbal

communication skills

• Be able to listen and deliver working messages



Face-to-face


requisites

None



n/a

Course contents • Essence and significance of business communications

• Skills of listening and talking

• Effective listening and presenting

• Nonverbal communications

• Strategies for written communications. Correspondence

• Distance conversations

• Organization communications

• Business etiquette


reading

1.Аleksieva, S. Business Communications, issued by NBU,

2011.

2.Dimitrova, D., Kostov, K, Kamenova, D. Research of

communicative inspirational techniques. IUC- yearbook, t. V, p.

2., 2012.

3.Kamenova, D. The model: „idea–inspiration–impulse” in

teaching Leadership, in Collection Inovations and interactive

techniques in education, S., 2012, p. 116-124.

4.Kamenova, D. Developing of conflict competence by subject

Business Communication in college educational course,– IUC-

yearbook, t. І, 2008, p. 71-76.

5.Klaton, P. Body language of working environment, Sofia,

2009.

6. Petev, Т., D. Sotirova, H. Panayotov. Communications and

ethics in public administration, S., 2001.

7. Kostov ,K., Dimitrova, D., Kamenova ,D. Bulgarian national-

psychological characteristics and modern methods for

motivation, IUC - yearbook, t. V, p. 2., 2012.

8. Penchev, D., Husein, S., Kamenova, D. Developing saction as

an entrepreneurship method for motivation, IUC- yearbook, t. V,

p. 2., 2012.

9. Raykov, Z.Creative communication, issued by Darmon, 2010.

10. Rizova, М. Business communications, issued by Мartilen,

2009.

11. Silberman, М., Hansburg, F. Smart people – successful in

communications. How to influence people and to solve

problems, issued by Health and happiness, 2010.

12. Locker, K., St. Kaczmarek (2010) Business Communication:

Building Critical Skills, McGraw-Hill/Irwin



Seminars 20 hours

PBL/CBL 5 hours




criteria

Written Examination 1.5 hours 50%

Presentation of a project 50%


Work placements n/a

Course unit title Business environment


Type of course unit


Compulsory



First

Year of study (if

applicable)

First year



First semester


allocated

2.0 ECTS

Name of lecturer(s) Ivelina Yoveva


course unit

• Prepare analysis of the business environment of a

business

• Distinguish the different sources of investment for new

businesses

• Understand the different forms of ownership for

business

• Articulate the advantages and disadvantages of the

different forms of ownership

• Know the European sources of funding for businesses



Face-to-face


requisites

None



n/a

Course contents • Introduction to Business Environment

• Forms of ownership

• Social responsibility of business

• Government policy and regulation regarding business

• Labor force and unions

• Types of investments, European funds

• Banking and insurance system

• Business associations


reading

Аxwel, Мerk, 2012, Handbook for being stable during crisis.

(Аxwel Мerk) “Siela“

Irena Slavova, 2011, Business strategies, planes ,budget. “Sielа“

Тodor Popov; Теodor Sedlarski, 2012, Institutional economics:

possibilities and unused potential, IU St. Climent Оhridski

Woren Buffet, 2011, Analysis of financial report. (Мery Buffet,

David Clark) “East-West

Besanko D., (2010), Economics of strategy, John Wiley and

Sons

Campbell McConnell, Stanley Brue, Sean Flynn – 2011,

Economics, Mc Graw Hill

Charles P. Jones – 2009, Investments: Analysis and

Management, Wiley Publishers

Herbert B. Mayo – 2010, Investments: An Introduction, Cengage

Learnoing

Ian Worthington, Chris Britton - 2009 , Business environment,

Pearson

Roger A. Arnold – 2008, Economics, Cengage Learning

William J. Baumol, Alan S. Blinder – 2011, Economics -

Principles and Policy, Cengage Learning,

Zvi Bodie, Alex Kane, Alan J. Marcus – 2011, Investments and

Portfolio Management, McGraw Hill

http://www.imf.org

http://www.wto.org

http://www.oecd.org

http://worldbank.org

http://www.iie.com

http://mkaccdb.eu.int



Seminars 10 hours

PBL/CBL 10 hours

Consultations 5 hours




criteria

Coursework 3000 words 100%


Work placements n/a

Course unit title Business Planning


Type of course unit


Optional



First

Year of study (if

applicable)

Second year



Fourth semester


allocated

3.5 ECTS

Name of lecturer(s) Bozhanka Vutsova


course unit

• Write a business plan

• Defend a business plan

• Know how to start their own business

• Know where to seek funding

• Know the pitfalls of business planning



Face-to-face


requisites

Economics and business environment


Management

Human resource management and organisational behaviour

Marketing communications and marketing research



n/a

Course contents • Analysis of the external environment

• Analysis of the internal environment

• SWOT analysis and confrontation matrix

• Setting goals and objectives

• Strategies

• Marketing plan

• Financial plan

• Human resource plan

• Operations plan

• Control


reading

Economics of strategy : International student version / David

Besanko et al . - 5. ed. . - Hoboken, NJ : John Wiley and Sons,

2010 .

Johnson, Gerry et al., Exploring corporate strategy / Gerry

Johnson, Kevan Scholes, Richard Whittington . - 8. ed. . -

Harlow et al. : FT Prentice Hall, 2008 .

Davidkov, Tsvetan, Values of enrichment: Contractors in

Bulgaria in the period 1991-2004 / Tsvetan Davidkov . - Sofia :

University issiue St. Climent Ohridski, 2010 .

Lazarov, Georgi, (2009) Introduction to entrepreneurship or

practice of real business Sofia .

Lindner, Johannes and oth., Entrepreneurship and management

2 / Johannes Lindner and oth . - Sofia : Dionis, 2008 .

Lindner, Johannes and oth., Entrepreneurship and

management3 / Johannes Lindner and oth . - Sofia : Dionis, 2009

Мarinov, Georgi, Economics and competitive power of

entrepreneurship activity : Тheoretical and applied aspects /

Georgi Мarinov, Mladen Velev, Оlga Geraskova . - Sofia :

Entrepreneurship and Management Institute and oth., 2008 .

Commercial Law



Lectures 15 hours

Seminars 10 hours

PBL/CBL 5 hours





criteria

Coursework-business plan with PowerPoint presentation and

defence 4000 words 100%


Work placements n/a

Course unit title Consumer behaviour


Type of course unit


Optional



First

Year of study (if

applicable)

Second year



Third semester


allocated

4.0 ECTS

Name of lecturer(s) Elena Zheynova


course unit

• Define the nature, main characteristics and types of

consumer behavior

• Apply their knowledge for researching consumer

behavior

• Use different techniques and methods for researching

consumer behavior

• Define which factors influence certain consumer

behavior



Face-to-face


requisites

Marketing research and Marketing communication




n/a

Course contents • Introduction in the theory of Consumer Behaviour

• Market conditions for development

• Models of consumer behaviour

• Consumer researches – motives for purchase

• Types of consumers

• Market equilibrium and consumer behaviour

• Process of purchase decision making

• Factors influencing the consumer behaviour


reading

Pascale Quester et al . (2008) Consumer behavior: Implications

for marketing strategy. 5. ed. McGraw-Hill / Irwin

Solomon and Solomon (2011) Consumer behavior. 9th edition.

Pearson.

Аvramov, Velko Dimitrov. Consumer behavior - II . - Sofia :

University issue Economy, 2006.

Solomon, М. (2007) Consumer behaviour. Sofia: East-West



Lectures 15 hours

Seminars 25 hours

PBL/CBL 10 hours




criteria

Examination 1.5 hours 100%


Work placements n/a

Course unit title E-business


Type of course unit


Compulsory



First

Year of study (if

applicable)

Second year



Fourth semester


allocated

3.5 ECTS

Name of lecturer(s) Dimitar Dimitrakiev


course unit

• Identify different e-business models

• Be able to select the proper e-business model for their

company

• Have developed an e-marketing strategy for a company

• Know how to use different reservation systems

• Identify the role of Internet on hotel’s marketing and

management



Face-to-face


requisites

Management





n/a

Course contents • Introduction to e-commerce

• Evolution of e-business

• Consumer behaviour and Internet

• Internet technologies

• E-marketing and e-branding

• Internet as a communication channel

• Internet and the corporate strategies

• Internet-based business models

• Customer relationship management and the Internet


reading

Charlene Davis (2009) Design and Launch an Online Travel

Business in a Week, Entrepreneur Press

Robert Pfister and Patrick Tierney (2008) Recreation, Event, and

Tourism Business with Web

Resources: Start-Up and Sustainable Operations

Dave Chaffey (2011) E-Business and E-Commerce

Management: Strategy, Implementation and Practice (4th

Edition), Prentice Hall

Lynie Arden (2009) Start Your Own E-Business, 2nd Edition,

Entrepreneur Press Dave Chaffey (2011) E-Business and E-

Commerce Management: Strategy, Implementation and Practice

(5th Edition), Financial Times/ Prentice Hall

Kenneth Laudon and Carol Guercio Traver (2010) E-Commerce

2011 (7th Edition) (Pearson Custom Business Resources)



Lectures 15 hours

Seminars 15 hours

PBL/CBL 10 hours




criteria

Written assignment with PowerPoint presentation 3000 words

100%


Work placements n/a

Course unit title Economics


Type of course unit


Compulsory



First

Year of study (if applicable) First year

Semester/trimester when the

course unit is delivered

First semester


allocated

5.5 ECTS

Name of lecturer(s) Kaloyan Kolev


course unit Graph supply and demand and other curves

Use graphical and math analysis with economic problems

Find market equilibrium

Find consumer equilibrium

Analyze market structures

Find comparative advantage

Calculate GDP

Calculate deflator, CPI

Calculate unemployment rate

Understand macroeconomic analysis

Know the functions of the central bank

Calculate maximum money creation



Face-to-face


requisites

None



n/a

Course contents Production Possibilities Frontier, opportunity Costs

Supply and Demand

Elasticity of Supply and Demand

Consumer Equilibrium

Utility

Market Structures

Gross Domestic Product

Inflation

Unemployment

Aggregate Demand and Supply


reading

Аxwel, Мerk, 2012, Handbook for being stable during crisis.

(Аxwel Мerk) “Siela“

Irena Slavova, 2011, Business strategies, planes ,budget.

“Sielа“

Тodor Popov; Теodor Sedlarski, 2012, Institutional

economics: possibilities and unused potential, IU St. Climent

Оhridski

Woren Buffet, 2011, Analysis of financial report. (Мery

Buffet, David Clark) “East-West


Sons





Herbert B. Mayo – 2010, Investments: An Introduction,

Cengage Learnoing

Ian Worthington, Chris Britton - 2009 , Business

environment, Pearson


William J. Baumol, Alan S. Blinder – 2011, Economics -

Principles and Policy, Cengage Learning,

Zvi Bodie, Alex Kane, Alan J. Marcus – 2011, Investments

and Portfolio Management, McGraw Hill

http://www.imf.org

http://www.wto.org

http://www.oecd.org

http://worldbank.org

http://www.iie.com

http://mkaccdb.eu.int



Lectures 30 hours

Seminars 20 hours

PBL/CBL 15 hours




criteria


Examination 2 hours 50%


Work placements n/a

Course unit title Entrepreneurship


Type of course unit


Optional



First

Year of study (if

applicable)

Second year



Fourth semester


allocated

3.5 ECTS



course unit

• Write a business plan

• Defend a business plan

• Know how to start their own business

• Know where to seek funding

• Use the Chicago Method to calculate company value

• Know the pitfalls of business creation



Face-to-face


requisites



Management

Human resource management and organisational behaviour




n/a

Course contents • Introduction. What is Entrepreneurship? Brief history.

• Creative Destruction-Joseph Schumpeter revisited. The

role of entrepreneurs in society’s economic development.

• The Entrepreneurial Life.

• Opportunity Recognition and Selection. Methods of

entrepreneurial analysis.

• Entrepreneurial strategies. Traditional and modern.

• Competitive advantage.

• Forms of entrepreneurship: starting a business, obtaining

somebody else’s business, team entrepreneurship,

entrepreneurial corporate management.

• Managing People.

• Social responsibility and entrepreneurial culture.

Entrepreneurial culture in Bulgaria.

• Lifecycle of an enterprise.

• Financing options and analysis. Venture Capital.

• Components of a business plan.


reading

Aydogan N (2009) Innovation Policies, Business Creation, and

Economic Development (International Studies in

Entrepreneurship) Springer

Barringer, B and Ireland (2008) Entrepreneurship ; successfully

launching new ventures 2nd Edition Pearson International

Edition

Drucker. Peter (2007) Management Challenges in the 21st

Century 2nd Edition Butterworth-Heinemann

Kuratko, Donald F. (2008) Entrepreneurship: Theory, Process

and Practice, 8th edition South Western Educational Publishing

Prahalad, C.K. and Krishnan, M.S. (2008) The New Age of

Innovation: Driving Cocreated Value Through Global Networks

MaGraw-Hill Professional

Tidd, J and Bessant J. (2009) Managing Innovation: Integrating

Technological, Market and Organizational Change 4th Edition

John Wiley & Sons

Trott, P (2008) Innovation Management and New Product

Development 4th edition Prentice Hall

Lazarov, Georgi, Introduction to entrepreneurship or practice

in real business / Georgi Lazarov . - Sofia : Galik, 2009 .


II / Johannes Lindner and oth . - Sofia : Dionis, 2008 .


III / Johannes Lindner . - Sofia : Dionis, 2009 .



Lectures 15 hours


Seminars 10 hours

PBL/CBL 5 hours




criteria

Coursework-business plan with PowerPoint presentation and

defence 4000 words 100%


Work placements n/a

Course unit title Financial Planning


Type of course unit


Optional



First

Year of study (if

applicable)

Second year



Fourth semester


allocated

2.0 ECTS



course unit

• The challenges that face a financial planner

• Financial risk management

• Select from among the various financial instruments,

those most appropriate for a personal financial portfolio for

clients at differing stages in their life cycle;

• Show how insurance strategies contain portfolio risks.

• Explain the differences between various asset classes;

• Describe the regulatory framework under for financial

planners and the impact of tax systems



Face-to-face


requisites

Economics and Business Environment

Accounting and Finance



n/a

Course contents • Pensions

• Retirement accounts

• Insurance

• Investments

• Options (Real and Financial)

• Different Financial Instruments

• Portfolio Optimization


reading

Economics of strategy : International student version / David

Besanko et al . - 5. ed. . - Hoboken, NJ : John Wiley and Sons,

2010 .

Johnson, Gerry et al., Exploring corporate strategy / Gerry

Johnson, Kevan Scholes, Richard Whittington . - 8. ed. . -

Harlow et al. : FT Prentice Hall, 2008 .

Davidkov, Tsvetan, Values of enrichment: Entrepreneurs in

Bulgaria in the period 1991-2004 / Tsvetan Davidkov . - Sofia :

University Issue. St. Kliment Ohridski, 2010 .

Lazarov, Georgi, (2009) Introduction to entrepreneurship or

practice in real business Sofia .


II / Johannes Lindner and oth . - Sofia : Dionis, 2008 .


III / Johannes Lindner and oth . - Sofia : Dionis, 2009 .



Lectures 25 hours




criteria



Work placements n/a

Course unit title Human Resource Management


Type of course unit


Compulsory



First

Year of study (if

applicable)

Second year



Third semester


allocated

4.0 ECTS

Name of lecturer(s) Kamelia Vunova

Learning outcomes of the • Acquire basic knowledge, models and approaches for

course unit human resource management

• Be able to apply technical skills connected with

selection, recruitment, analysis and evaluation of human

resources

• Have participated in a management games and have

skills for proper behaviour within an organisation

• Know about the different factors affecting the

management of human resources in the company

• Be able to prepare a strategy and a programme for

motivation of human resources



Face-to-face


requisites

Economics and Business environment

Management



n/a

Course contents • Introduction in human resource management theory

• Strategic human resource management

• Human resource management and the labour market

• Human resource planning

• Recruitment and selection

• Managing equality and diversity

• Learning and development

• Management development

• The employee relationship and employee rights at work

• Establishing the terms and conditions of employment

• Reward and performance management

• Employee participation and involvement

• International HRM


reading

1. Vunova-Narleva, K. (2009), -Human resources

management.

2. Koev, Y., Vunova, K. (2008) - Human resources

management in citizens’ society structure.

3. Nikolova, V., (2008) – Human resources management in

citizens’ society structure.

4. Vasileva, M., Маneva, I., Kamenova, D. (2012) Talents

management as a entrepreneurship strategy, IUC year-book, t. V,

p. 2.

5. Vladimirova, K. (2009) Human resources’ strategic

management.

6. Danailovа, I. (2009) Professional orientation and human

resources effectiveness, issued by Personal Consult.

7. Doraliiski, А. Strategic Management, 2008.

8. Ivanova, S., Kamenova, D. Entrepreneurship methods in

managerial function for human resources’ survival, IUC year-

book t. V, p. 2

9. Kamenova D. (June, 2008). Organisational skills for

consolidation of managerial capacity of citizens’ society

structure. Operative programme „Administrative capacity”.

10. Kostov ,K., Dimitrova, D., Kamenova ,D. Bulgarian

national specialty and actual methods for motivation, IUC year-

book, t. V, p. 2., 2012.

11. Peycheva, M. (2010) HRM, issued by International

management consult.

12. Penchev, D., Husein, S., Kamenova, D. (2012)

Developing sanction in role of entrepreneur method for

motivation, IUC year-book, t. V, p. 2.

13. Popov, G. (2010) Human capital in 21st c., issued by

Personal Consult.

14. Stefanov, N., Keremedchiev, N. (2009) HRM.

Theoretical and practical methods, issued by Personal Consult.

15. Stoycheva, B. Milcheva (2008), Е. issued by Informa

Intelekt.

16. Coleman Patterson Management Briefs Management and

Leadership Theory Made Simple - 2010

17. Susan Quinn, From Reactive to Proactive: High Impact

Strategic HR - 2011

18. Zorlu Senyucel Managing the Human Resource in the

21st century, 2011



Lectures 15 hours


Seminars 25 hours

PBL/CBL 5 hours




criteria

Written Examination 2 hours 50%

Participation in management game 25%

Current assessment 25%


Work placements n/a

Course unit title Information Technologies


Type of course unit


Compulsory



First

Year of study (if

applicable)

First year

Semester/trimester when Second semester



allocated

3.0 ECTS

Name of lecturer(s) Ertan Geldiev


course unit

• Know and apply methods for systematical planning,

usage and evaluation of information

• Work out and present their presentations through

different media

• Define operational systems

• Work with MS Office applications



Face-to-face


requisites

None



n/a

Course contents • General presentation skills

• Visual means – role, functions and design

• Multimedia in business – role, function and design

• Internet in business – role and functions

• Computer and operational systems

• MS Office applications – Word, Excel, PowerPoint


reading

Stanev, St. and oth. Introduction to computer information. -

Shumen : University issue. Bishop Konstantin Preslavski, 2007.

Valova, Ir. Data base: Introduction to SQL. - Rouse : Rouse

University Angel Kanchev, 2009.

Varbanov , R and oth . Business information - Svishtov :

Academic issue Tsenov, 2008.

Аtanasova, Т. Information technologies. - Varna : Steno, 2009.

Information technologies : Word, Escel, PowerPoint. - Rouse

:Rouse University Angel Kanchev, 2009.

Еmilova, P. and oth. Information technologies. - Svishtov :

Academic issue Tsenov, 2010.

Romanski, R. and oth. Information technologies in business.. -

Sofia : Scientists union in Bulgaria, 2009.



Lectures 15 hours

Seminars 20 hours




criteria

Written Examination 1.5 hours 50%

Course project 1500 words 50%


Work placements n/a

Course unit title Intercultural Awareness for Business


Type of course unit


Compulsory



First

Year of study (if

applicable)

First year



Second semester


allocated

3.5 ECTS

Name of lecturer(s) Michael Minkov, Rumiana Konstantinova


course unit

• Evaluate and articulate the contribution of intercultural

learning in business and other related areas of their studies

• Analyse and reflect on how cultures differ; identify

cultural values, styles of communication and socio-cultural

behaviour inherent to the target cultures that could clash with

their own culture.

• Apply theoretical approaches to culture to analyse

cultural differences in given work related scenarios

• Evaluate and analyse culture-bound differences on

specific issues such as: power distance, time orientation,

management of uncertainty, gender, individuality, attitudes to

conflict, etc.

• Critically appraise business and personal issues from a

perspective other than their own cultural background to operate

effectively in culturally diverse settings.



Face-to-face


requisites

None



n/a

Course contents • Introduction to the academic fields of Intercultural

Studies, Communication Studies and Cultural Studies

• Key principles and theories of Intercultural Studies

• The communication process: Barriers to intercultural

communication

• Beyond linguistic barriers: the hidden dimensions of

culture

• Cultural taxonomies: Edward Hall, Hofstede,

Trompenaars, Bond, Schwartz, Adler, Schein, Kluckhohn &

Strodtbeck

• A critical approach to cultural taxonomies

• European cultural identity and diversity: united in

diversity

• Business etiquette and protocol: Do’s and Don’ts when

conducting business in specific cultures/countries

• Intercultural training: international mobility, culture

shock, acculturation, international assignments and expatriates

• Management of expatriation and repatriation

• Effective strategies for working in multicultural business

environments

• Intercultural analysis of given work related scenarios

• Ethnographic approach


reading

1. Hofstede, G. Organizations and cultures, С., 2008.

2. Martin, Judith N. et al. - Experiencing intercultural

communication – 2008.

3. Martin, Judith N. et al. - Intercultural communication in

contexts – 2007.

4. Hofstede, G., Hofstede, G., M.Minkov Cultures and

Organizations. Software of the mind. 2010 .

5. .Minkov, M. (2013). Cross-cultural analysis; The science

and art of comparing the world's modern societies and their

cultures. Thousand Oaks, CA: Sage.

6. Minkov, M. (2011). Cultural differences in a globalizing

world. Bingley, UK: Emerald



Lectures 15 hours

Seminars 25 hours


Total 90 hours


criteria

-Group presentation and individual reflective report

2000 words 50%

-Written exam

3000 words 50%


Work placements n/a

Course unit title International Marketing


Type of course unit


Compulsory



First

Year of study (if

applicable)

Third year



Fifth semester


allocated

4.0 ECTS



course unit

• Identify sources of information, methods of collection

and analysis suitable for international and global marketing.

• Compare and contrast international and global business

environments.

• Evaluate different international and global marketing

strategies , planning and implementation.

• Use the tools of analysis and decision-making in the

preparation of marketing plans to real-world settings.

• Construct a convincing and comprehensive strategic

marketing plan with accompanying costs and schedules.

• Identify and analyse ethical and environmental factors

relating to international and global marketing.



Face-to-face


requisites

Principles of Marketing

Business Environment

Economics

Marketing Research

Marketing Communication



n/a

Course contents • Marketing planning for international markets

• International marketing research

• The international business environment

• Analysis and decision making tools used in international

marketing

• Market assessment and selection

• International marketing strategies

• International market entry methods

• International marketing mix

• Adaption vs standardisation mixes

• World Bank, International Monetary Fund, World Trade

Organisation

• Ethical, environmental issues

• Corporate Social responsibility


reading

Hollensen, S. (2009), Global Marketing – a decision oriented,

3rd edition, Prentice Hall

Ghauri, P and Cateora, P (2006) International Marketing. 2nd

ed., McGraw-Hill: Maidenhead.

Hackley, C (2009) Marketing: A Critical Introduction. SAGE.

Solomon, M (2008) Consumer Behaviour, 8th ed. FT-Prentice

Hall

Philip Cateora, Mary Gilly and John Graham (2010)

International Marketing, New York McGraw-Hill/Irwin

Warren J. Keegan and Mark Green (2010) Global Marketing, 6th

Edition, Prentice Hall

Daniel W. Baack, Eric G. Harris and Donald Baack (2012)

International Marketing, Sage Pubns



Lecture 20 hrs

Consultations 5 hrs

Seminars 10 hrs

PBL/CBL 10 hrs

Student Centred Learning 55 hrs

Total 100hrs


criteria

Assignment 3000 words 50%

Examination 3hours 50%


Work placements n/a

Course unit title Introduction to Accounting


Type of course unit


Compulsory



First

Year of study (if

applicable)

First year



Second semester


allocated

5.0 ECTS



course unit

• Know and apply methods for double-entry accounting

rule

• Work out main financial statements – Balance Sheet,

Income Statement, Cash Flow Statement

• Work out bookkeeping in accounting

• Work out financial result for a given accounting period



Face-to-face


requisites




n/a

Course contents • Introducing the world of accounting

• Accounting in context /accounting as the basis for

business decisions/

• Balance sheet

• Income statement

• Cash flow statement

• Using accounts

• The bookkeeping base of accounting


reading

Nikolova, N (2007) Corporate finance. Siela; 9. Nenkov, D.

(2008) Finance management – hort course. UNWE

Arnold, G. (2007) Essentials of Corporate Financial

Management. London: Financial Times Prentice Hall

Brearley, R., Myers, S. and Marcus, A. (2007) Fundamentals of

Corporate Finance. New York: McGraw Hill

Bozhkov, Vasil, (2010) Managerial accounting : Course book

for professional and economic high / Vasil Bozhkov, Georgi

Iliev, Slavka Petrova . - 7. Sofia : Goreks Pres .

Durin, Stoyan and oth., Managerial accounting school aids /

Stoyan Durin, Daniela Durina . - Sofia : ForKom, 2007 .

Dushanov, Ivan, Common theory in accounting / Ivan

Dushanov . - 4. - Sofia : Romina, 2008 .

Dimitrova, Christina, Economics and business environment.

Financial characteristics : Module Book 4 / Christina Dimitrova .

- Dobrich : Asociation for helping eco and rural tourism, 2008 .

Maslarov, Svetoslav, International finance / Svetoslav Maslarov

. - Sofia : NBU, 2010 .

Мihailov, Dimitar, Financial tools / Dimitar Mihailov . - Sofia :

New Star, 2010 .

Stoimenov, Мilcho, International finance / Milcho Stoimenov .

– 2nd edition. . - Sofia : Advertisement Agency Eyes, 2008 .

Genov G., Todorov G. and oth. (2009) Introduction to

accounting, University issue – UE Varna

Genov G., Todorov G. and oth. (2009)Accounting theory,

University issue – UE - Varna

Genov G., Todorov G and oth. (2008) Collection of sums in

introduction to accounting, University issue – UE - Varna

Yoveva, I., Ivanov, St. „Introduction to accounting and finance -

IUC, 2008

Kasarova, V., Tsonchev, R., Dimitrova, R. „Financial solutions:

research and practice”, NBU, 2009

Liudmila Burdin and oth., 2011, financial accounting,

Petrov, G. and oth. „Corporate Finance”, Тrakia-M, 2007

Тodor Popov; Тeodor Sedlarski, 2012, Institutional economics:

opportunities and unused potential , UI St Kliment Ohridski

Woren Buffet, 2011, Financial account analysis. (Mery Buffet,


Andrew Chisholm – 2009, An Introduction to International

Capital Markets: Products, Strategies ..., Wiley Publishers


Sons





Eugene F. Brigham, Michael C. Ehrhardt - 2010 – Financial

management, Cengage learning

Fabozzi and Modigliani (2008), Capital Markets, Institutions and

Instruments, Prentice Hall


Learning

Robert T. Slee Private Capital Markets: Valuation,

Capitalization, and Transfer of Private .Wiley Publishers

Jae K. Shim, Joel G. Siegel – 2008, Financial management,

Barrons




Lectures 15 hours

Seminars 45 hours




criteria



Work placements n/a

Course unit title Introduction to Finance


Type of course unit


Compulsory



First

Year of study (if

applicable)

First year



Second semester


allocated

2.5 ECTS



course unit

• Know and apply methods for evaluating time value of

money

• Manage financially small enterprise by using available

resources in an optimal way

• Define the return on investments in long-term assets

• Define the risk within financial investments

• Be able to apply capital budgeting techniques

• Be able to make basic financial analysis of a company



Face-to-face


requisites




n/a

Course contents • Introduction to finance

• The financial system

• Time value of money

• Capital budgeting

• Financial analysis

• Loan amortization

• Long-term financing

• Short-term financing

• Leasing


reading

Nikolova, N (2007) Corporate finance. Siela; 9. Nenkov, D.

(2008) Finance management – hort course. UNWE

Arnold, G. (2007) Essentials of Corporate Financial

Management. London: Financial Times Prentice Hall

Brearley, R., Myers, S. and Marcus, A. (2007) Fundamentals of

Corporate Finance. New York: McGraw Hill

Bozhkov, Vasil, (2010) Managerial accounting : Course book

for professional and economic high / Vasil Bozhkov, Georgi

Iliev, Slavka Petrova . - 7. Sofia : Goreks Pres .

Durin, Stoyan and oth., Managerial accounting school aids /

Stoyan Durin, Daniela Durina . - Sofia : ForKom, 2007 .

Dushanov, Ivan, Common theory in accounting / Ivan

Dushanov . - 4. - Sofia : Romina, 2008 .

Dimitrova, Christina, Economics and business environment.

Financial characteristics : Module Book 4 / Christina Dimitrova .

- Dobrich : Asociation for helping eco and rural tourism, 2008 .

Maslarov, Svetoslav, International finance / Svetoslav Maslarov

. - Sofia : NBU, 2010 .

Мihailov, Dimitar, Financial tools / Dimitar Mihailov . - Sofia :

New Star, 2010 .

Stoimenov, Мilcho, International finance / Milcho Stoimenov .

– 2nd edition. . - Sofia : Advertisement Agency Eyes, 2008 .

Genov G., Todorov G. and oth. (2009) Introduction to

accounting, University issue – UE Varna

Genov G., Todorov G. and oth. (2009)Accounting theory,

University issue – UE - Varna

Genov G., Todorov G and oth. (2008) Collection of sums in

introduction to accounting, University issue – UE - Varna

Yoveva, I., Ivanov, St. „Introduction to accounting and finance -

IUC, 2008

Kasarova, V., Tsonchev, R., Dimitrova, R. „Financial solutions:

research and practice”, NBU, 2009

Liudmila Burdin and oth., 2011, financial accounting,

Petrov, G. and oth. „Corporate Finance”, Тrakia-M, 2007

Тodor Popov; Тeodor Sedlarski, 2012, Institutional economics:

opportunities and unused potential , UI St Kliment Ohridski

Woren Buffet, 2011, Financial account analysis. (Mery Buffet,


Andrew Chisholm – 2009, An Introduction to International

Capital Markets: Products, Strategies ..., Wiley Publishers


Sons





Eugene F. Brigham, Michael C. Ehrhardt - 2010 – Financial

management, Cengage learning

Fabozzi and Modigliani (2008), Capital Markets, Institutions and

Instruments, Prentice Hall


Learning

Robert T. Slee Private Capital Markets: Valuation,

Capitalization, and Transfer of Private .Wiley Publishers

Jae K. Shim, Joel G. Siegel – 2008, Financial management,

Barrons




Lectures 15 hours

Seminars 10 hours

PBL/CBL 5 hours




criteria



Work placements n/a

Course unit title Leadership


Type of course unit


Compulsory



First

Year of study (if

applicable)

Third year



Fifth semester


allocated

5.0 ECTS



course unit

• Acquire basic knowledge, principles and approaches to

leadership

• Be able to identify and distinguish between different

leadership styles

• Be able to understand and develop leadership behavior

• Know how to apply different leadership techniques in

business

• Be able to prepare and coordinate a project, predict or

predetermine work situational factors



Face-to-face


requisites

Management

Human Resource Management and Organisational Behaviour



n/a

Course contents • Introduction to Leadership

• Power and Influence

• Leadership Styles

• Leadership Traits

• Contingency, Path-goal and Attribution theory

• Vroom and Yetton model

• Situational Factors


reading

1. Abrashoff, D. Michael (2008)- It's Our Ship : The No-

Nonsense Guide to Leadership.

2. Quinne et al. (2010), Becoming a master manager: A

competency framework.

3. Iliev, Ts. (2009), Leadership and team management, issued by

Personal Konsult.

4. Kamenova, D. The method (2012, с. 116-124) „Idea–

inspiration–impulse” in Leadership teaching and handbook,

Inovations and interactive technologies in education, S.,.

5. Kamenova, D. (2012) How to become a leader? The three

fundamental changes. A handbook for self-study, issued by

NILEKTA – PRINT.

6. Smolud N. Ulricht D. (2009). Leadership as a brand. Sofia:

Damyan Yakov

7.Vasilev, M., Мaneva, I., Kamenova, D. (2012) Talents

management as entrepreneurship strategy, IUC year-book, t. V,

p. 2.

8. Ivanova, S., Kamenova, D. (2012), Entrepreneurship methods

in managerial function for human resources’ assessment, IUC-

tear-book, t. V, p. 2.

9. Kamenov, K. (2012), I want to became an entrepreneur. Seven

most important skills. A handbook for self-study, issued by

NILEKTA – PRINT.

10. Kamenova, D. (2011), Conflict-logical manager’s

competence, issued by IUC- Albena.

11. Kamenova, D., (2008) Organisational behaviour. A

handbook for self-study part I, issued by STENO VARNA.



Lectures 30 hours

Seminars 15 hours





criteria


Course Project 2000-2500 words 50%


Work placements n/a

Course unit title Management


Type of course unit


Compulsory



First

Year of study (if

applicable)

First year



Second semester


allocated

4.0 ECTS



course unit

• Set priority managerial goals

• Prepare analysis for the environment

• Formulate business strategies and mechanisms for their

fulfillment

• Be able to prepare an organizational structure of a

company

• Know about different management functions



Face-to-face


requisites

None



n/a

Course contents • Business organization elements

• Organizational structure

• Managerial process in business organizations

• Development of managerial thought

• Making decisions within business organizations – models

and methods

• Essence of managerial functions

• Planning

• Organizing

• Directing

• Controlling

• Organization culture


reading

1. Tony Greener, Understanding Organisations –Part I –

2010

2. Ian Pownall Effective Management Decision Making An

Introduction - 2012

3. Mullins, L. J. Management and Organisational

behaviour. Financial Times, current edition

4. Mullins, L. J. Hospitality Management and

Organisational behaviour. Pearson, current edition

5. Robbins, S., D. DeCenzo. Fundamentals of management.

Prentice Hall, current edition

6. Tony Greener, Understanding Organisations –Part II –

2010

7. Tony Greener, Understanding Organisations –Part I –

2010

8. Susan Quinn Management Basics- 2010

9. Svein Arne Jessen Project Leadership – Step by Step:

Part I A Handbook on How to Master Small-and Medium-Sized

Projects- 2010



Lectures 20 hours


Seminars 20 hours




criteria


Course work 1500-2000 words 30%


Work placements n/a

Course unit title Managerial Accounting


Type of course unit


Optional



First

Year of study (if

applicable)

Second year



Fourth semester


allocated

2.0 ECTS



course unit

• Be able to define and apply knowledge regarding

variable and fixed costs

• Be able to prepare budget financial statements

• Be able to prepare schedule for CGM and CGS

• Be able to define Break even quantities



Face-to-face


requisites

Accounting and Finance



n/a

Course contents • Introduction in Managerial Accounting

• Fixed and Variable Costs

• Budgeting and main financial statements

• Schedule for CGM

• Schedule for CGS

• Break even analysis quantities


reading

Required Reading/Learning Materials

• Horngren, C., G. Foster, S. Datar. Cost accounting –

managerial emphasis. Prentice hall, current edition

Recommended Reading/Learning Materials

• Garisson, R., E. Noreen (2000) Managerial Accounting.

Irwin/McGraw-Hill



Lectures 25 hours




criteria



Work placements n/a

Course unit title Managerial Competency


Type of course unit


Compulsory



First

Year of study (if

applicable)

Third year



Fifth semester


allocated

2.5 ECTS



course unit


managerial competency

• Be able to identify and analyze the core managerial

competencies

• Be able to understand self as a manager and others as

employees

• Be able to use participative decision making and

manage conflict

• Be able to prepare and coordinate a project, design

work and manage across functions



Face-to-face


requisites

Management

Human Resource Management and Organisational Behaviour



n/a

Course contents • Introduction to Managerial Competency

• The Mentor and the Facilitator Roles

• The Monitor and Coordinator Roles

• The Director and Producer Roles

• The Broker and Innovator Roles

• Integration and the road to Mastery


reading

1. Abrashoff, D. Michael (2008)- It's Our Ship : The No-

Nonsense Guide to Leadership.

2. Quinne et al. (2010), Becoming a master manager: A

competency framework.

3. Iliev, Ts. (2009), Leadership and team management, issued by

Personal Konsult.

4. Kamenova, D. The method (2012, с. 116-124) „Idea–

inspiration–impulse” in Leadership teaching and handbook,

Inovations and interactive technologies in education, S.,.

5. Kamenova, D. (2012) How to become a leader? The three

fundamental changes. A handbook for self-study, issued by

NILEKTA – PRINT.

6. Smolud N. Ulricht D. (2009). Leadership as a brand. Sofia:

Damyan Yakov

7.Vasilev, M., Мaneva, I., Kamenova, D. (2012) Talents

management as entrepreneurship strategy, IUC year-book, t. V,

p. 2.

8. Ivanova, S., Kamenova, D. (2012), Entrepreneurship methods

in managerial function for human resources’ assessment, IUC-

tear-book, t. V, p. 2.

9. Kamenov, K. (2012), I want to became an entrepreneur. Seven

most important skills. A handbook for self-study, issued by

NILEKTA – PRINT.

10. Kamenova, D. (2011), Conflict-logical manager’s

competence, issued by IUC- Albena.

11. Kamenova, D., (2008) Organisational behaviour. A

handbook for self-study part I, issued by STENO VARNA.



Seminars 15 hours





criteria

Coursework and participation in managerial game 3000 words

100%


Work placements n/a

Course unit title Marketing communications


Type of course unit


Compulsory



First

Year of study (if

applicable)

Second year



Third semester


allocated

4.0 ECTS



course unit


marketing communications

• Be able to analyze and make difference between the

elements of marketing communications

• Be able to integrate marketing communications

elements

• Be able to analyze the influence of marketing

communications on sales

• Be able to prepare a marketing communications

campaign



Face-to-face


requisites





n/a

Course contents • Introduction in marketing communications

• Advertising

• Public relations

• Personal selling

• Direct marketing

• Integrated marketing communications

• Influence of marketing communications on sales

• Marketing communications budgeting

• Marketing communications campaign

• Marketing communications and the Internet


reading

Dakov, Ivan. (2007) Marketing research. Sofia: University Issue

Technical University;

Naresh, Malhotra and others (2006) Marketing research. An

applied approach. Prentice Hall, updated second edition;

Schmidt, Marcus and others (2006) Marketing research. An

international approach. Prentice Hall;

Saunders, Mark & others, (2009) Research Methods for

Business Students. Prentice Hall 4th edition

Fill C., 2008, Marketing Communications, Elsevier Science

Georgson, Keller, Strategic Brand Management, Pearson

Education Ltd, 2008

James Hammond – 2011, Branding Your Business, Kogan Page

Philip Kotler, Waldemar Pfoertsch – 2010, Ingredient Branding:

Making the Invisible Visible, Springer

Kotler, Ph., Kartajaya, H., Setiawan, I., (2010), Marketing 3.0-

Values Driven Marketing, Wiley Publishers

Liping A. Cai, William C. Gartner, Ana María Munar – 2009,

Tourism Branding: Communities in Action, Еmerald Publishing

Michael C. Sturman, Jack B. Corgel, Rohit Verma – 2011, The

Cornell School of Hotel Administration on Hospitality: Cutting

Edge ..., Wiley Publishers

Micaela Wendell – 2011, The Branding, Bell Bridge Books

Micael Dahlén, Fredrik Lange, Terry Smith – 2010, Marketing

Communications: A Brand Narrative Approach, Wiley

Punlishers

Pelsmacker P., 2010, Marketing Communications: A European

Perspective, Pearson Education

Lovelock C., Services Marketing: People, Technology, Strategy,

Pearson/Prentice Hall, 2007



Lectures 15 hours


Seminars 15 hours

PBL/CBL 10 hours




criteria


Course Project 2000-2500 words 50%

Language of instruction English

Work placements n/a

Course unit title Marketing Management


Type of course unit


Compulsory



First

Year of study (if

applicable)

Third year



Fifth semester


allocated

3.5 ECTS

Name of lecturer(s) Rumiana Konstantinova


course unit

Receiving knowledge for operative and strategic marketing

planning, marketing management, gaining skills for

competition analyzing for developing competitive strategies.



Face-to-face


requisites

Marketing

Management

Marketing Communications



n/a

Course contents Marketing and marketing concept

Marketing management of 21st C.

Total quality management and constant quality improvement

Effective marketing management process

Environment for marketing solutions

Consumer analysis

Competition analysis

Competitive strategies

Strategic marketing planning

Operative marketing planning

Strategies implementation

Valuation and control


reading

1. Kotler, Philip (2007) Kotler for marketing Sofia: Klasika

and stil;

2. Kotler, Philip, Fernando Trias de Bes (2007) Lateral

marketing : new techniques for non-stardart ideasSofia: Locus;

3. Kotler, Philip, (2010) Мarketing 3.0 Sofia: Locus;

4. Kevin Lane Keller (2006). Marketing Management, 12th

ed.. Pearson Prentice Hall.

5. Kotler, Philip, John Castlione (2009) Chaotika.

Management and marketing. Sofia: Locus;

6. Porter, Мichael (2004) Competitive privilege of nations.

Sofia: Clasics and style.

7. Hooley, G.J., Sounders, J.A., Piercy, N.F. (2004),

Marketing Strategy and Competitive Positioning, 3rd Ed,

Prentice Hall, Harlow

8. Keller, Kevin Lane: Strategic Brand Management, 3rd

edition, Upper Saddle River, NJ: Prentice-Hall 2008.



Lectures 15 hours


Seminars 10 hours

PBL/CBL 10 hours




criteria

Presentation of a project 100%


Work placements n/a

Course unit title Marketing research


Type of course unit


Compulsory



First

Year of study (if

applicable)

Second year



Third semester

Number of ECTS credits 3.5 ECTS

allocated

Name of lecturer(s) Rumiana Konstantinova


course unit

• Be able to use methods for market research, for

collecting information

• Be able to conduct market research

• Prepared a survey questionnaire

• Analyse data with SPSS

• Draw marketing conclusions on the basis of gathered

information



Face-to-face


requisites



Research and statistics



n/a

Course contents • Introduction in Marketing Research

• Methods for collecting information

• Questionnaire design

• Methods for analyzing information

• Use of SPSS for analysis

• Methods for conducting research

• Types of marketing researches

• Decision making based on the marketing researches


reading

Dakov, Ivan. (2007) Marketing research. Sofia: University Issue

Technical University;

Naresh, Malhotra and others (2006) Marketing research. An

applied approach. Prentice Hall, updated second edition;

Schmidt, Marcus and others (2006) Marketing research. An

international approach. Prentice Hall;

Saunders, Mark & others, (2009) Research Methods for

Business Students. Prentice Hall 4th edition



Lectures 15 hours

Seminars 15 hours

PBL/CBL 10 hours




criteria

Course Project 3000 words 100%


Work placements n/a

Course unit title Organizational Behaviour


Type of course unit


Compulsory



First

Year of study (if

appl

Documents

MARKETING AND MANAGEMENT General description of the ... · MM14 property 7,50 Branding 4,00 MM141 Intellectual property 3,50 MM142 Elective modules Module: Entrerpreneurship 7,50