Marketing (in English)
- Credits: 6
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 1
- Faculty of Business Management
Teachers
Included in study programs
Teaching results
By completing the course, students will learn to understand the nature and importance of marketing for business and business management. They will gain knowledge about creating value for the customer and his position in the market. They understand the competition and the individual approach of business entities to it. They will get acquainted with marketing tools and main processes and their specifics. They will gain knowledge about the ways of organization in marketing within and outside the company. They will get acquainted with trends in marketing and its ethical aspects.
Graduates of the course will be able to implement the necessary marketing activities, compile marketing programs and put them into practice. They understand the customer and the competition, which are the biggest source of risk and uncertainty in the business. They will learn to create and deliver value to the customer. They understand all product entities and their specific marketing concepts. They can coordinate individual marketing activities in accordance with the development of the marketing environment and competition.
Upon successful completion of the course, students will acquire competencies that will enable them to apply for jobs in marketing, business and sales in all types of firms and business. They are able to interact with their customers and business partners in solving tasks and problems in business, trade and marketing. They will acquire a proactive approach to business, trade and marketing activities in a competitive environment.
Indicative content
Introduction to marketing. Marketing as a concept of management and business. Concept 4P and 4C. Marketing environment. Shopping behavior of consumers and organizations. Marketing information system and marketing research. Market segmentation, target market selection and market position creation. Marketing mix - product, price, distribution, marketing communication, people. Marketing management: analysis, planning and strategy, implementation, control and decision making. Marketing as a business function, marketing outsourcing. New (holistic) marketing. Sustainable marketing. Ethics in marketing. Trends in marketing.
Support literature
1. Blythe, J., Martin, J. Essentials of marketing. Harlow: Pearson Education, 2023, 384s. ISBN: 9781292429533
2. Green, M. C., Keegan, W. J. Global marketing. Harlow: Pearson Education, 2020, 632s. ISBN: 9781292304021
3. Wilson, A. Services Marketing: Integrating Customer Service Across the Firm. New York: McGraw Hill, 2020, ISBN: 9781526847805
Syllabus
1. Marketing - concept, essence, main concepts. 4 P and 4C. Creating value for the customer. Origin and development of marketing. Criticism of marketing. Marketing and other business, enterprise and management disciplines. 2. Marketing environment. External environment. Internal environment. International and global environment. 3. The final consumer market and consumer behavior. 4. Market of organizations and consumer behavior of organizations. 5. Marketing information system. Marketing research. 6. Market segmentation. Selection of target groups. Creating a market position. 7. Product - concept and essence. Product levels. Product life cycle. New product development. Other product entities - services, people, places, ideas and organizations and their marketing concepts. 8. Price in marketing - concept and essence. Price modifications and strategies. 9. Distribution and logistics. Retail. Wholesale. Reverse distribution and logistics. Distribution strategies. 10. Integrated marketing communication. Communication mix tools. Modern tools of marketing communication. 11. Marketing management - analysis, planning, implementation and control. Organizing and making decisions. Modern marketing metrics. 12. Marketing as a corporate function and its organization in the company. People destined for marketing performance. Marketing outsourcing. Marketing in non-profit organizations. 13. Trends in marketing. New (holistic) marketing. Sustainable marketing and corporate social responsibility. Ethics in marketing.
Requirements to complete the course
20% continuous semester assessment
20% semester work
60% written exam
Student workload
Workload: 156 hours
Attendance at lectures: 26 hours
Attendance at seminars: 26 hours
Preparation for seminars: 26 hours
Elaboration of a semester project: 26 hours
Preparation for the exam: 52 hours
Language whose command is required to complete the course
English
Date of approval: 06.03.2024
Date of the latest change: 04.03.2024