Marketing 2600-DSFRz2M
1. Principles and Instruments of Marketing
Definition of the place (role) of marketing in the functioning of a business
Definition of marketing
Principles of marketing orientation
Character of marketing financial services
Other orientations for conducting business activity
Sequence of marketing decisions in a business
2. Strategic Decisions - STP
STP procedure
Market segmentation
Target market selection
Differentiation and positioning of the offer
3. Product Decisions
Concept and types of products
Creating a market assortment
Designing the attributes of an individual product
Planning a new product
Shaping the product life cycle
4. Distribution Decisions
Determinants and effects of distribution channel selection
Determining the number of distribution channels
Determining the type of distribution (offline and online)
Determining the length of distribution channels
Determining the width of the distribution channel
5. Promotional Decisions
Essence of promotion and communication models
Forms of promotion and their effects
Forms of offline promotion
Forms of online promotion
6. Pricing Decisions
Determinants of pricing decisions
Determining the basic price (cost calculation, marketing calculation, price bots)
Formulating deviations from the basic price
Type of course
Mode
Course coordinators
Learning outcomes
Student upon completion of the course:
In terms of knowledge:
- Knows and understands the terminology and basic theoretical models in marketing (K_W01).
- Knows and understands to an advanced degree the principles, procedures, and practices of marketing activities of different types of organizations (K_W02).
- Knows and understands to an advanced degree the principles and procedures for establishing and holding the organization's relations with various entities operating in its environment (K_W02).
- Knows and understands technological, social, political, legal, economic, and environmental processes and phenomena and their impact on the functioning of organizations, especially in relation to marketing activities (K_W05)
- Knows and understands the basic principles of creation and development of various forms of entrepreneurship (K_W06)
In terms of skills:
- Can use marketing theory to recognize, diagnose, and solve problems related to the functioning of organizations in the market (K_U01)
- Can correctly interpret technological, social, political, legal, economic, ecological processes and phenomena and their impact on the functioning of the organization (K_U02)
- Is able to independently and collectively prepare analyses, diagnoses, and reports on the functioning of the organization and the sector and present them communicatively, using information and communication tools (K_U03)
- Has the ability to self-educate and improve acquired skills (K_U06)
In terms of attitude:
- He is ready to evaluate and critically approach situations and phenomena related to the functioning of organizations in the market, the sector, and the economy as a whole (K_K01)
- He is ready to think and act in an entrepreneurial manner (K_K02)
- Is ready to comply with ethical standards related to marketing activities (K_K03)
Assessment criteria
Learning outcomes will be verified during a written test.
Grade will be 100% based on the test results.
Bibliography
Obligatory:
Kotler, P., Keller, K.L. (2020). Marketing, Poznań: Rebis.
Additional:
Kotler, P., Armstrong, G. (2018). Principles of Marketing: New York: Pearson.
Kolasa, M. (2008). Marketing bankowy, Warszawa: CeDeWu.
Kościszyn, M. (2012), Reklama produktów i usług bankowych – jej perswazyjność i konsekwencje, Warszawa: CedeWu.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: