Learning outcomes. Graduates:

• Knows and understands the main modern theories of economics, management, sales and marketing, and the principles that guide the organisation of traditional and e-business.
• Able to recognise and apply the fundamental principles of business management and understand the role of marketing in an organisation by analysing practical situations at sales and marketing manager level.
• Able to collect, analyse, organise and evaluate sales and marketing data through practice-oriented empirical research and secondary data analysis.
• Able to systemise and summarise research results, formulate conclusions and provide insights.
• Understands the principles and process of sales and marketing planning, and is able to segment, position, and plan according to consumer behaviour patterns and the organisation’s markets.
• Able to convey a value proposition to target customers by selecting the appropriate integrated marketing communication tools.
• Able to analyse, plan and manage product assortment and pricing, assessing the impact of product/assortment profitability on the organisation’s performance.
• Able to select and apply marketing technology tools in the activities of the organisation.
• Able to organise and coordinate supply channels and sales processes, both physical and digital, and maintain relationships with partners and customers.
• Able to communicate fluently in written and oral on professional matters in at least one foreign language.
• Able to apply the principles of business ethics, intercultural communication and socially responsible business when communicating and collaborating with stakeholders.
• Understands responsibility for professional development and the results of his/her decisions and activities, and is able to make independent and creative decisions in a multicultural environment.

Language of instruction: 100% English (a specific level of English is required for this course).

A ten-point cumulative assessment system for assessing knowledge and skills is used. Methods of assessment: integrated individual/group projects, assessment (oral, written), test, preparation and presentation of a case study, individual/group project presentation, preparation and delivery of presentations, presentation of individual assignments, simulations, final thesis etc.

The Sales and Marketing study programme is taught by active professionals from the fields of sales, marketing, and business management. Kauno Kolegija Higher Education Institution Faculty of Business collaborates closely with companies, associate structures, and other social partners to ensure the programme meets labour market needs and regional development goals.
Employers contribute to the study process by offering internships, giving guest lectures, and participating in joint projects, providing students with practical experience and career opportunities during their studies. Students also benefit from visiting lecturers from foreign universities, gaining international perspectives and insights from experts in countries such as USA, Germany, the Netherlands, Spain.

Studies are based on interactive and practice-oriented activities that develop problem-solving, analytical, and creative thinking. Favourable learning environment encourages students to actively manage their study process, reflect on their performance, and apply innovative solutions.
Lectures, seminars, discussions, practical assignments, case studies, role-plays, brainstorming sessions, teaching projects in business companies, video analysis, situation modelling, debates, group work, and presentations are all integrated to ensure students gain both theoretical knowledge and hands-on experience.