Case Studies in Marketing
- Credits: 3
- Ending: Examination
- Range: 12sP
- Semester: summer
- Year: 1
- Faculty of Commerce
Teachers
Included in study programs
Teaching results
Knowledge:
Knowledge and its understanding: the ability to analyze marketing environment and consumer behavior, the ability to apply marketing instruments in order to solve complex marketing problems, the ability to understand and explain the process of marketing planning in domestic and foreign markets, the ability to apply marketing principles in various areas of profit- and non-profit sector.
Practical skills:
the ability to apply marketing instruments in particular marketing environment, the ability to decide on and propose solutions of marketing problems on tactical and strategic level, the ability to critically evaluate alternative solutions of marketing problems.
Competences:
the ability to search for and analyze data necessary to develop marketing concepts (data processing), the ability to design alternative scenarios of development, the ability to use analysis and synthesis.
Indicative content
The case studies methodology, The marketing environment. Analysis of market opportunities. Buyer decision process. Market segmentation, Targeting and Positioning. Development of the marketing mix. Distribution channels. Marketing communication. Pricing products in marketing. Marketing planning. International marketing. Marketing Services.
Support literature
1. Armstrong, G. – Kotler, P. Opresnik, M.O. (2019). Marketing: An Introduction. Pearson. USA
2. Hanuláková, E. (2022). Marketing. Vydavateľstvo Wolters Kluwer. Bratislava
3. Kotler, P. – Kartajaya, H. – Setiawan, I. (2020). Marketing 5.0 - Technology for humanity. John Wiley &Sons Inc. USA
4. Kotler, P. (2020). Entrepreneurial marketing: Beyond professionalism to creativity, Leadership and Sustainability. John Wiley &Sons Inc. USA
Syllabus
1. An introduction to the case studies methodology. The case study concept: insights into marketing management issues and their resolution 2. Case study: The marketing environment. Identification of company ´s microenvironment and company´s macroenvironment. 3. Case study: Analysis of market opportunities. Consumer markets, Personal characteristics affecting consumer and their influence on consumer behavior. 4. Case study: Buyer decision process. Types of buying decision behavior and stages in the buyer-decision process, Buyer decision process for new products. 5. Case study: Market segmentation, Targeting and Positioning. Bases for segmenting the markets, evaluation and selection of market segments, positioning strategies. 6. Case study: Development of the marketing mix. Individual product decisions, product-line decisions and product-mix decisions, new-product marketing strategy, product life-cycle strategies. 7. Case study: Distribution channels, Retailing and Wholesaling. Nature of distribution channels and channel management decisions, types of retailers and wholesalers, retailer marketing decisions and wholesaler marketing decisions. 8. Case study: Marketing communication. Communication tools, communication strategy, effective communication and media strategy. 9. Case study: Promotion of products: Advertising, Sales Promotion, Personal Selling. Advertising, sales promotion and personal selling strategy. 10. Case study: Pricing products in marketing. Factors considered in setting prices, various pricing approaches and pricing strategies. 11. Case study: Marketing planning. Components of a marketing plan, tactical and strategic marketing plan. 12. Case study: International marketing. Analyze international marketing environment, foreign market entry, international marketing plan. 13. Case study: Marketing Services. Classification of services and their marketing implications, marketing strategy for service business.
Requirements to complete the course
20% Continuous semester assessment
20% The semester project
60% Written exam
Language whose command is required to complete the course
Slovak
Date of the latest change: 17.10.2023