Principles of Marketing 2600-BM-POMR
The course Principles of Marketing introduces students to the fundamental concepts, principles, and instruments of marketing, as well as its role in the management of a modern enterprise. Students will become familiar with key processes involved in developing market strategies - the course focuses on topics such as market segmentation, target market selection, positioning, and differentiation of the offering, as well as the design and management of the marketing mix (product, distribution, price, promotion). An important part of the course content also includes the impact of modern technologies and social changes on marketing activities, along with ethical aspects of marketing.
Throughout the course, students develop analytical and decision-making skills by solving practical problems, analyzing case studies, critically evaluating real-world marketing practices, and working on group projects. The course combines theoretical knowledge with practical applications, enabling students to understand the mechanisms of how modern markets function and the role of marketing in creating customer value and building competitive advantage.
The course improves essential competencies required for understanding and making marketing decisions in a dynamic market environment. Students gain theoretical knowledge and practical skills in market segmentation, target market selection, and offer positioning, as well as in designing a marketing offer (product, distribution, price, promotion), and in conducting marketing activities in a responsible and ethical manner.
Type of course
Course coordinators
Learning outcomes
Upon successful completion of the course, the student will be able to:
In terms of knowledge:
• Use marketing terminology correctly (K_W01),
• Describe fundamental theoretical models in the field of marketing (K_W01),
• Identify the role of marketing in the functioning of an enterprise (K_W02),
• Understand and describe the core principles of marketing orientation (K_W02),
• Define the marketing mix for a product (brand) in relation to the target market (K_W02),
• Recognize and understand the impact of modern technologies and social changes on consumer behavior and marketing activities (K_W02),
• Consider the influence of the external environment on marketing decisions within an organization (K_W05),
• Understand technological, social, political, legal, economic, and ecological processes and phenomena, and their impact on the functioning of an organization, especially in the context of marketing activities (K_W05),
• Identify the influence of marketing orientation on the development and operation of various forms of entrepreneurship (K_W07).
In terms of skills:
• Solve problems related to the marketing activities of an organization (K_U01),
• Analyze and interpret technological, social, political, legal, economic, and ecological processes and their influence on marketing decisions in an organization (K_U02),
• Prepare an analysis of a company's marketing decisions, taking into account market segmentation, target market selection, positioning, and product, pricing, distribution, and promotional strategies (K_U05),
• Plan and organize both individual and team work (K_U05),
• Work collaboratively in a team on tasks assigned by the course instructor (K_U07),
In terms of social competences:
• Critically evaluate a company's marketing decisions, including product, pricing, distribution, and promotional strategies, and assess their impact on the organization's market performance and consequences for the sector and the economy (K_K01),
• Propose marketing actions that support the introduction of a new market offering (K_K04),
• Recognize the importance of ethical standards, transparency, and fairness toward customers in the marketing decision-making process, especially with regard to pricing, distribution channel selection, and the use of promotional tools (K_K05).
Assessment criteria
Learning outcomes are continuously assessed through in-class participation as well as through a final test and a group project.
Course assessment:
• 30% - Class participation (attendance, contribution to discussions, case study analysis, individual or group tasks)
• 35% - Final test
• 35% - Group project
A total of 100 points can be earned in the course. The final grade will be based on the number of points achieved:
• 0-50 points – grade 2
• 51-60 points – grade 3
• 61-70 points – grade 3.5
• 71-80 points – grade 4
• 81-90 points – grade 4.5
• 91-100 points – grade 5
Bibliography
Core reading:
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Kotler, P., Armstrong, G., & Balasubramanian S. (2023). Principles of marketing (19th ed., Global ed.). Pearson Education Limited.
Fahy, J., & Jobber, D. (2022). Foundations of marketing. McGraw-Hill Education.
Supplementary reading:
Gomez Albrecht, M., Green, M., & Hoffman, L. (2023). Principles of marketing. Rice University.
Solomons, D., Kliphuis, T., & Wadley, M. (2022). eMarketing: The essential guide to marketing in a digital world (7th ed.). Red & Yellow.
Daskalopoulou, A., & Yannopoulou, N. (2025). Marketing ethics and consumer society: Practising inclusive, responsible and sustainable marketing. Routledge.
Additional readings, e.g., papers or reports (if necessary), will be provided during the course.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: