Study programme Marketing in the Industry

A graduate of the Industrial Marketing program is an engineer with interdisciplinary competencies in technical sciences, economics, and marketing, prepared to operate at the intersection of technological, market, and organizational processes in industrial and technology-oriented enterprises.

The graduate possesses engineering knowledge that enables understanding of fundamental production processes, quality issues, materials science, and the organization of technical processes. This allows effective collaboration with production, R&D, quality departments, and technical teams. At the same time, the graduate has knowledge in industrial (B2B) marketing, market research, institutional buyer behavior, and management, enabling the analysis of market conditions affecting industrial enterprises.

The graduate is able to participate in the preparation and implementation of marketing activities, including market analyses, communication activities, support for product management processes, and promotional activities, taking into account the specifics of industrial and technological markets. They are capable of analyzing marketing data and interpreting research results to support operational and project-based decision-making.

The graduate has fundamental engineering competencies that enable understanding of the technological aspects of industrial products, assessment of material properties in the context of their market application, and life cycle analysis (LCA). They understand the relationships between material properties, production processes, and product quality parameters, which allows effective collaboration with technical and R&D teams in product design and improvement. They can interpret technical data and formulate marketing recommendations considering material, production, and quality-related conditions.

During the course of study, the graduate acquires competencies in the use of modern digital and IT tools supporting marketing activities, including basic analytical tools, information systems, and digital solutions used in B2B marketing and sales. They are familiar with the potential applications of artificial intelligence-based tools as elements supporting data analysis and marketing communication.

The educational process in the Industrial Marketing program is based on active learning methods such as PBL (Project-Based Learning), case studies, and team projects carried out in cooperation with industrial companies. Students work on tasks reflecting real challenges of B2B markets, including customer needs analysis, technical product design, and marketing planning.

Projects implemented within the Project-Based Learning approach also include tasks derived from practical production, quality, and material-related problems occurring in industrial enterprises. This enables students to integrate marketing knowledge with fundamental engineering knowledge in the process of analyzing and evaluating market and product solutions.

These methods are used, among others, in the following courses:

B2B Marketing in Industry – case studies of manufacturing and technology companies
Market Research – PBL projects involving the design and implementation of market studies
Marketing Innovations and E-commerce – work on implementing digital solutions in industrial environments
Social Media and Content Marketing – execution of communication projects for industrial brands
The graduate possesses social competencies necessary for teamwork, interpersonal communication, and the execution of project tasks in an interdisciplinary environment. They are prepared to continue education at the second-cycle (Master’s) level and to pursue careers in, among others: industrial enterprises (marketing, sales, and product development departments), consulting firms (technical and business consulting), IT companies developing solutions for industry, firms involved in digital transformation and martech, as well as B2B e-commerce companies and industrial platforms.

Example job positions for graduates include: Content Manager, Brand Manager, Product Manager, Industrial Marketing Specialist, and New Media Campaign Coordinator.

The graduate profile has been developed with the participation of external stakeholders, and the study program reflects current labour market needs and the dynamic changes occurring in the industrial and technological sectors.

Chair of the Programme Board: dr inż. Agnieszka Pietras

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The programme was approved by Senate Resolution No. 30/2026 of 25 February 2026.