(in Polish) Marketing 2400-ZEWW785
1/What is marketing?
a/definitions
b/sales orientation
c/marketing orientation
d/relationship marketing and its role
e/other types of marketing
f/marketing and ethics
2/Value for the customer, customer satisfaction, customer loyalty
a/their determinants
3/The marketing mix
4/The marketing environment components
5/Planning in marketing
a/the components and role of marketing plans
6/Marketing research
7/Buyer behavior
a/in B2C marketing
b/in B2B marketing
8/Segmentation, target market choice, positioning
9/Product strategy
10/Pricing strategy
11/Distribution strategy
12/Promotion strategy
13/Marketing services
14/Marketing on the Internet
15/Key factors in international marketing
Type of course
Course coordinators
Learning outcomes
Students acquire enhanced knowledge about basic marketing programs, processes and operations as well as their conceptual and theoretical background. The investigated issues and problems include strategy formulation, marketing plans creation, building and sustaining advantageous relations with clients, building strong brands, creating market offerings, delivering and communicating customers value. S2A_W02_W04_W05.
Students acquire also enhanced knowledge about the effects of all marketing environment factors on behavior of sellers and buyers of goods and services.
Students have enhanced knowledge about the methods and scope of marketing research allowing to build and implement marketing strategies in various economic sectors.
Students are able to retrieve and identify information allowing to identify determinants of consumer behavior and formulate seller strategies and offerings. Students are able to analyze data from the perspective of market segmentation, target market choice and product positioning as well as product life cycle theory in order to evaluate the scope and required adaptation of appropriate marketing strategies and tools.
Students have the skills of professional task execution.
Students are able to participate in preparing projects of components or complete marketing strategies for firms and can predict their economic and social consequences.
Students can think and act in a manner compatible with a holistic perception of marketing.
S_W01, S_W02, S_W03, S_W04, S_U01, S_U02, S_U03, S_U04, S_K01
Assessment criteria
Presentations evaluation plus evaluation of oral answers to questions after course ends.
Bibliography
1/ P. Kotler, K.L. Keller: Marketing. Warszawa 2012.
2/L. Garbarski, I. Rutkowski, W. Wrzosek: Marketing, punkt zwrotny nowoczesnej firmy. Warszawa 2001.
3/E. Michalski: Marketing, podręcznik akademicki. Warszawa 2009.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: