Marketing Management 2600-ABz1ZM
1. Introduction to Marketing Management
• Overview of the course crediting rules and requirements
• The concept of marketing management
• Components of marketing management
2. The marketing management process in general
• Analysis
• Planning
• Implementation
• Control
3. Buyer analysis
• Types of buyers: individual, institutional
• Models of consumer behavior
• Preference analysis
• U&A analysis
4. Macroenvironmental analysis
• The essence of macroenvironmental analysis
• Scope of macroenvironmental analysis
• Methods of macroenvironmental analysis
5. Competitor analysis
• Competitor identification
• Subject and entity analysis
• Strategic groups of competitors
• Closest competitor category
• Competitor strategies
6. Demand and sales analysis
• Analysis of own sales,
• Analysis of demand for a product category,
• Analysis of potential demand
7. Marketing planning
• Setting marketing objectives
• Short- and long-term planning
• Strategic plans and operational marketing plans
8. Marketing strategies – the essence and Design
• Types of Marketing Strategies
• Creating a Marketing Strategy
• Selecting a Marketing Strategy
9. Organization and Control of Marketing Activities
• Managerial Decisions at the Organizational and Control Level
• Techniques and Methods of Controlling Marketing Activities
• Marketing Audit
10. Summary and Review of Material
• Synthesis of course content;
• Discussion of key issues before the examination
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Term 2025Z:
1.1. Introduction to Marketing Management |
Type of course
Course coordinators
Learning outcomes
In terms of knowledge, the student:
K_W01
• Defines concepts and discusses research methods used in the analysis of markets and marketing activities.
K_W02
• Identifies and provides an in-depth description of marketing processes and phenomena occurring in organizations and their environments.
• Is able to draw on management and marketing theory when diagnosing marketing problems in a dynamic environment.
KW_05
• Discusses in depth the impact of social, legal, economic, and technological factors on marketing management.
• Is able to indicate how changes in the environment shape an organization's marketing decisions and market strategies
Assessment criteria
The exam is a test consisting of 40 questions (closed-ended, semi-open-ended). Maximum score: 50.
Grading criteria:
<30 points (0–29%) - 2.0 (unsatisfactory)
30–33 points (60–66%) - 3.0 (satisfactory)
34–36 points (68–72%) - 3.5 (satisfactory plus)
37–39 points (74–78%) - 4.0 (good)
40–44 points (80–88%) - 4.5 (good plus)
45–50 points (90–100%) - 5.0 (very good)
Written examination.
Practical placement
Internship is not required to complete the course.
Bibliography
Basic bibliography:
1. Kotler, P., Keller, K. L. (2021). Marketing. Poznań: Rebis.
2. Marshall, G., Johnston, M. (2019). Marketing Management. New York: McGraw-Hill Education.
Suppleentary bibliography:
1. Kotler, P., Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson Education.
2. Pomykalski, A. (2017). Zarządzanie i planowanie marketingowe. Warszawa: Wolters Kluwer.
3. Frąckiewicz, E., Karwowski, J., Karwowski, M., Rudawska, E. (2004). Zarządzanie marketingowe. Warszawa: Polskie Wydawnictwo Ekonomiczne.
Internship is not required to complete the course.
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Term 2025Z:
Basic bibliography: |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: