Course description
This course covers marketing fundamentals which entail the essential principles of marketing and tactics of their application in business organizations.
The course introduces various marketing strategies, modern marketing tactics and the principles of their set-up. Different business orientations, the main factors of the marketing micro and macro environments, their influence and the company's reaction to them will be discussed. This course presents the basics of consumer behaviour, analyses the issues relate to the identification of market segments, selection of target audiences, positioning and brand establishment. The analysis of the elements of the marketing mix focuses on the product life cycle concept, new product development, assortment management, pricing strategies and methods, distribution channel design and management, marketing communication process, management of individual sponsorship and public relations actions.
The course also covers the basics of marketing activities in the company, and introduces the peculiarities of service marketing, international marketing, personnel marketing.
Course goals
The aim of the subject - to provide students with essential knowledge of modern marketing theory as well as practical application skills thus creating a market-oriented thinking basis.
Course results
- Understand the added value of marketing to organizations and its evolution.
- Be able to analyse and research micro and macro environments, perceive the most important marketing threats and opportunities for an existing or newly created business unit, product or service.
- Be able to envisage market opportunities and offer goods or services to the market that meet consumer needs.
- Define the main segmentation criteria, be able to identify the market segment based on the basic methods of segment identification, choose the target market and the most appropriate market coverage method.
- Be able to adapt the elements of the marketing complex to the target market, considering the micro and macro environments, product life cycle and company capabilities.
- Be able to make estimates of marketing expenses and income for one year.
- Be able to work in a team, effectively and creatively solve practical marketing problems, be able to present the results of group work in writing and orally, as well. Be able to argue the proposed solutions.
