The research areas of the marketing specialization cover a range of issues that form the basis of modern marketing. They include advanced approaches to marketing research through exposure to the field of brain research and neuromarketing, tools and experience of simulations of data analysis of the market, trends in consumer behavior and the way in which consumers make decisions, existing and potential branding and customer management strategies, approaches to pricing and innovative distribution channels, advanced platforms for conveying marketing messages in the digital age, and the development of innovative and creative goods and services.​

Seminars >>

Our areas of research include:

• Exposing the influence of emotions, self-control and self-deception on consumer decisions
• Examining social influences (that take place on the consumer’s social networks), including the processes of conveyance of word-of-mouth information and the processes leading to abandonment of goods and services by consumers
• Implementation of new approaches to modeling for examining marketing phenomena in the life sciences and pharmaceuticals
• Researching fundraising by consumers, with a focus on crowdfunding platforms and investments in new products and how various campaign characteristics on these platforms influence consumer decisions
• Positioning the role of the social networks in the distribution and development of new products
• Forecasting consumer behavior with the aid of physiological tools (mapping brain activity)
• Comparing the effectiveness of sales promotion strategies in the multicultural context, and examining the factors that influence consumers’ investment and savings decisions.

Faculty