Principles of Marketing 2600-DSMw2ZM

1. Rules and tools of marketing operations
 Role of marketing in company’s operation
 Definition of marketing
 Basic marketing tools
 Rules of marketing concept
 Other concepts of business operation (production, product, adaptive, sales, client and social)
 Sequence of marketing decisions in a company
2. Marketing decisions – strategic level (STP)
 STP procedure
 Market segmentation
 Identification of segmenting criteria
 Segmenting procedure
 Segment profiling
 Targeting
 Assessment of segment attractiveness
 Selection of concept of market operation
 Positioning
 Positioning tools: attributes of an offer (product, service, price), company, market
 Process of positioning
3. Product decisions
 Definition of a product
 Types of product
 Key product decisions
 Planning product assortment
 Product hierarchy
 Width of assortment
 Length of assortment (assortment groups)
 Depth of assortment
 Integrity of assortment
 Designing attributes of an individual product
 Core product
 Formal product: quality, project, packaging, brand
 Extended product
 Planning a new product
 Types of a new product
 Key factors for new product’s success
 Planning procedure: chase of ideas, concept, prototype and commercialization
 Product life cycle
 Concept of PLC
 Goals and strategies in phases of PLC
4. Distribution decisions
 Distribution systems - introduction
 Reasons for functioning of distribution systems
 Definition of distribution system and distribution channel
 Functions of distribution and distribution streams
 Participants of distribution system
 Designing distribution system
 Determinants and effects of distribution channel selection
 Deciding on number of distribution channels
 Establishing the length of distribution channels
 Establishing the depth of distribution channels
 Degree of integration within distribution channel
5. Pricing decisions
 Price – definition and types
 Establishing acceptable price range
 Value of the offer (upper limit)
 Variable cost per unit (lower level)
- Determinants of price (market)
 demand
 competition
- Pricing strategies
 Types of pricing strategies
 Determinants of strategy selection (demand, competitive situation)
 Market penetration strategy
 Skimming strategy
 Following the competition
 Adjusting to market price
 Price deviations: differentiation, discounts, psychological prices
6. Promotion decisions
 Definition of promotion
 Forms of promotion and their effectiveness
 Pure forms of promotion
 advertising
 personal promotion
 public relations
 sales promotion
 Mixed forms of promotion
 Fair promotion
 direct promotion
 sponsoring
 product placement
 Internet promotion
 Event promotion

Type of course

obligatory courses

Learning outcomes

Upon the completion of the course (lecture, seminar) a student should be able to:

1. Rules and tools of marketing operation
 Define role of marketing in a company - knowledge
 Present a definition of marketing - knowledge
 Understand principles of marketing concept – knowledge
 Know classification of marketing tools (4P, 4C, 7P) – knowledge
 Present complementary and substitution relations between elements of marketing mix - knowledge
 Compare marketing concept with other business operating concepts – skill
 Analyze the degree of marketing concept development in a company – skill
 Know ethical conditions of marketing activities – other competences (basics)

2. Strategic marketing decisions - STP
 Understand STP procedure – knowledge
 Define basic segmentation criteria – knowledge
 Define segmentation methods – knowledge
 Perform a segmentation on B2B and B2C markets – skill
 Identify criteria of segment attractiveness assessment – knowledge
 Analyze segment attractiveness – skill
 Define modes of market operation – knowledge
 Identify tools of market offer differentiation - knowledge
 Know analytical methods of establishing market position of suppliers/brands – knowledge
 Interpret the results of analytical methods of establishing market position of suppliers/brands – skill
 Present basic decisions relating to market offer positioning - knowledge
 Verify brand positioning strategies - skill

3. Product decisions
 Know the basic dimensions of market assortment – knowledge
 Analyze market assortment – skill
 Define product levels and their components – knowledge
 Define basic decisions regarding branding – knowledge
 Perform a product analysis – skill
 Characterize phases of a new product planning – knowledge
 Present phases of product life cycle – knowledge
 Define goals, strategies and marketing activities in PLC phases - knowledge

4. Distribution decisions
 Present reasons for function of a distribution system – knowledge
 Explain differences between distribution system and distribution channel – knowledge
 Present streams and functions of distribution - knowledge
 Define basic participants of distribution system – knowledge
 Define decisions relating to distribution planning – knowledge
 Design a map of distribution system for a product market - skill

5. Pricing decisions
 Know the idea of marketing approach to pricing decisions – knowledge
 Designate lower and upper limit of an acceptable price range – knowledge
 Describe the influence of pricing determinants on pricing decisions – knowledge
 Analyze the influence of demand on pricing decisions – skill
 Know the types of pricing strategies – knowledge
 Present basic price deviations - knowledge

6. Promotion decisions
 Present the concept of promotion – knowledge
 Identify forms of promotion – knowledge
 Assign promotion tools with forms of promotion – skill
 Determine the structure of promotion mix – skill
 Create promotion appeals - skill

Assessment criteria

Lecture (60 % of final grade):
Written exam – multiple choice and open-ended questions
Seminar (40% of final grade):
Students are allowed to 2 absences per semester.

Bibliography

Obligatory reading:
Kotler P., Marketing. Analiza, planowanie, wdrażanie i kontrola, Gebethner& Ska, Warszawa 1994
lub
Kotler P., Marketing, Rebis, Poznań 2005.

Additional reading:
Głowacki R., Karasiewicz G., Marketing [w:] Organizacja i zarządzanie w zarysie, pod red. J. Bogdanienko, Wydawnictwa Naukowe Wydziału Zarządzania UW, Warszawa 2010.
Podstawka K., Marketing menedżerski. Standardy, procedury, strategie, Wydawnictwa Naukowe Wydziału Zarządzania UW, Warszawa 2008