Principles of Marketing 2600-DSMz2ZM

1. Principles and tools of marketing
 Definition of marketing
 Basic marketing tools
 The principle of marketing concept
 Other concepts of business operation on markets (production, product, adaptation, sales, societal marketing, client-oriented)
 Sequence of marketing decisions

2. Strategic marketing decisions (STP)
 Market segmentation
 Choosing target market
 Offer positioning

3. Product decisions
 Types of product
 Key product decisions
 Creation of product mix
 Designing individual product attributes
 Planning a new product
 Product life cycle

4. Pricing decisions
 Price – concept and types
 Determinants of pricing decisions

5. Distribution decisions
 Distribution system – introduction
 Designing distribution channels

6. Promotion decisions
 Defining promotion and promotion mix
 Pure forms of promotion (advertising, personal promotion, sales promotion, Public Relations)
 Mixed forms of promotion

Type of course

obligatory courses

Learning outcomes

Upon the completion of the lecture, the student should be able to:
 Define various ways of conducting marketing activity in a company
 Identify appropriate segmentation criteria and decide on ways of market presence
 Determine the nature of customer satisfaction and benefits derived out of it
 Recommend activities shaping product, price, distribution and promotion mix

Assessment criteria

Lecture (60% of final grade):
Exam – written test with multiple choice and essay questions
Seminar (40% of final grade):
 written test with multiple choice and essay questions (60% of final grade)
 pop-quizes – short tests during seminars (20% of final grade)
 class participation (20% of final grade)
Participation in seminars is obligatory (not more than 2 missed classes are allowed)

Bibliography

Course textbook:
Kotler P., Marketing, Rebis, Poznań 2005.
Podstawka K., Marketing menedżerski. Standardy, procedury, strategie, Wydawnictwa Naukowe Wydziału Zarządzania UW, Warszawa 2008

Literatura uzupełniająca:
Altkorn J. (red.),Podstawy marketingu, Instytut Marketingu, Kraków 1995
Głowacki R., Karasiewicz G., Marketing [w:] Organizacja i zarządzanie w zarysie, pod red. J. Bogdanienko, Wydawnictwa Naukowe Wydziału Zarządzania UW, Warszawa 2010.