Principles of Marketing 2500-EN_S_03
INTRODUCTION TO MARKETING
Defining marketing;
Marketing tools: product, price, promotion, place, people, procedures,
physical evidence;
Basics of marketing concept
Other concepts of organizational activity: product, production, sales,
adaptation, client and societal approach.
MARKET ANALYSIS
Customer analysis;
Competitors analysis;
Macro environment analysis;
SWOT.
PLANNING OF MARKETING STRATEGY
Levels of marketing strategy planning: segmentation, positioning,
targeting;
Market segmentation and targeting – criteria, descriptors. Procedure;
Positioning – differentiation of the offer, tools for positioning,
mistakes and problems;
Marketing-mix planning: how to choose the right tools for achieving
the right effects?
MARKETING-MIX: PRODUCT
Designing product-mix: product assortment analysis – width, length,
depth;
Designing product attributes – three levels of a product: core, formal
and augmented level;
Brand management.
MARKETING-MIX: PLACE (DISTRIBUTION)
Designing marketing channels: width, length, participants;
Managing marketing channels: brick vs. click.
MARKETING-MIX: PROMOTION
Basic forms of promotion: advertising, sales promotion, personal
promotion, PR;
Complementary forms of promotion: loyalty programs, viral
marketing, ambient media, guerilla marketing, etc.;
Programming promotion activities.
MARKETING-MIX: PRICE
Determining basic price – basic determinants: demand, costs,
competition, government, intermediaries;
Price-adjustment decisions
Type of course
Learning outcomes
Upon the completion of the course students should:
- Know the principles of marketing concept
- Know the tools used in marketing
- Know the role of customer satisfaction and loyalty in marketing
- Be able to measure customer satisfaction and loyalty
- Know and understand the marketing strategy planning
- Be able to conduct market segmentation
- Understand the positioning concept
- Be able to design the elements of marketing mix
- Know product attributes and product assortment
- Understand the product life cycle
- Know determinants of pricing decisions in a company
- Be able to determine a basic price and its modifications
- Know the structure of marketing channels
- Be able to understand management decisions in distribution
- Know the forms of promotion
- Be able to plan promotional activities of a company
Assessment criteria
The following assessment methods and criteria are used:
Final test (50% of the final grade)
A group project to be submitted during the penultimate class
(30%)
Case studies and class participation (20%)
Students are allowed to have unexcused 2 absences. No more than 4
absences overall are allowed. Every absence above the regular 2 must be
discussed with the lecturer and extra assignment will given to a student.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: