Marketing 2600-DSMz2M
Lecture:
Principles and tools of company marketing activities:
• Determining the role of marketing in the functioning of a company.
• Definition of marketing.
• Principles of marketing orientation.
• Offline and online marketing.
• Other approaches to conducting business activities.
• Sequence of marketing decisions in a company.
Strategic decisions - STP (Segmentation, Targeting, Positioning):
• STP procedure.
• Market segmentation.
• Selection of the target market.
• Differentiation and positioning of offerings.
Product decisions:
• Concept and types of products.
• Creating a market assortment.
• Designing individual product attributes.
• Planning a new product.
• Shaping the product life cycle.
Distribution decisions:
• Determinants and effects of choosing distribution channels.
• Determining the number of distribution channels.
• Establishing the type of distribution (offline and online).
• Determining the length of distribution channels.
• Determining the width of the distribution channel.
• Establishing the degree of integration in distribution channels.
Pricing decisions:
• Price - introduction
• Determinants of pricing decisions.
• Minimum price.
• Determining the base price (cost calculation, marketing calculation, pricing bots).
• Formulating deviations from the base price.
Promotional decisions:
• The essence of promotion and communication models.
• Forms of promotion and their effects.
• Offline promotional forms.
• Online promotional forms.
Seminar:
Principles and tools of company marketing activities:
• Determining the role of marketing in the functioning of a company.
• Definition of marketing.
• Principles of marketing orientation.
• Offline and online marketing.
• Other approaches to conducting business activities.
• Sequence of marketing decisions in a company.
Strategic decisions - STP (Segmentation, Targeting, Positioning):
• STP procedure.
• Market segmentation.
• Selection of the target market.
• Differentiation and positioning of offerings.
Product decisions:
• Concept and types of products.
• Creating a market assortment.
• Designing individual product attributes.
• Planning a new product.
• Shaping the product life cycle.
Distribution decisions:
• Determinants and effects of choosing distribution channels.
• Determining the number of distribution channels.
• Establishing the type of distribution (offline and online).
• Determining the length of distribution channels.
• Determining the width of the distribution channel.
• Establishing the degree of integration in distribution channels.
Pricing decisions:
• Price - introduction
• Determinants of pricing decisions.
• Minimum price.
• Determining the base price (cost calculation, marketing calculation, pricing bots).
• Formulating deviations from the base price.
Promotional decisions:
• The essence of promotion and communication models.
• Forms of promotion and their effects.
• Offline promotional forms.
• Online promotional forms.
Type of course
Mode
Course coordinators
Learning outcomes
Upon completing the course, the student:
In terms of knowledge:
• correctly uses terminology in the field of marketing (K_W01)
• describes basic theoretical models in marketing (K_W01)
• defines the role of marketing in the functioning of an enterprise (K_W02)
• explains the basic principles of marketing orientation (K_W02)
• defines the marketing mix for a product (brand) in relation to the target market (K_W02)
• considers the impact of the external environment on marketing decisions in the organization (K_W05)
• takes into account the influence of digital transformation and MarTech technologies on marketing decisions in the organization (K_W05)
• identifies the impact of marketing orientation on the development and functioning of various forms of entrepreneurship (K_W07)
In terms of skills:
• solves problems related to the marketing activities of the organization (K_U01)
• analyzes and interprets technological, social, political, legal, economic, ecological processes and phenomena, and their impact on marketing decisions in the organization (K_U02)
• prepares an analysis of marketing decisions of an enterprise, taking into account market segmentation, target market selection, positioning, as well as product, price, distribution, and promotional strategies (K_U05)
• works in a group on tasks assigned by the instructor (K_U07)
In terms of social competencies:
• critically evaluates the marketing decisions of an enterprise, including the selection of product, price, distribution, and promotional strategies, and their impact on the functioning of the organization in the market, as well as their consequences for the sector and the economy (K_K01)
• proposes marketing actions for introducing a new offer to the market (K_K04)
• recognizes the importance of ethical standards, transparency, and honesty towards customers in the decision-making process (K_K05)
Assessment criteria
The learning outcomes will be continuously assessed through tasks completed by participants during seminars and at the end during the exercise evaluation (test) and examination.
Lecture:
• Written exam (80% of the grade)
• Exit tests (3 multiple-choice questions during 10 lectures) – improves the score by up to 10%
• Grade from seminar (20% of the grade):
Seminar:
• 20% quizzes/entrance tests
• 30% class participation (answers to questions, group work)
• 50% final test
Course Completion (Exam):
• Written Exam – in-person (80% of the grade)
o Open-ended, tabular, and multiple-choice questions
• Exercise Grade (20% of the grade)
Points from Exercises | Weighted Grade
• 20 points | above 1.4
• 19 points | 1.4-1.3
• 18 points | 1.3-1.2
• 17 points | 1.2-1.1
• 16 points | 1.1-1.0
• 15 points | 1.0-0.9
• 14 points | 0.9-0.8
• 13 points | 0.8-0.7
• 12 points | 0.7-0.6
• 11 points | 0.6-0.5
• 10 points | below 0.5
Note: The weighted grade is the ratio of the exercise grade to the average grade of the exercise group. Only students who have completed the exercises are eligible to take the exam. Pop Quizzes (3 multiple-choice questions across 10 lectures) can improve the score by up to 10%. Minimum passing score for the exam: 51%. A "zero exam" is available for students who attend at least 10 lectures.
The exam will have a total of 100 points, with final grades determined as follows:
• 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
Course Completion (Exercises):
• 20% completion tests,
• 30% in-class work,
• 50% final quiz.
The exercises will also have a total of 100 points, with final grades determined as follows:
• 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
Textbook:
Kotler P., Keller K.L. (2012). Marketing. Poznań: REBIS
Additional reading:
Mazurek, G. (red.) (2018). E-marketing. Planowanie. Narzędzia. Praktyka. Poltex. Warszawa.
Kotler P., Kartajaya, H., Setiawian, I.(2021). Marketing 5.0. Technologie Next Tech. MT Biznes. Warszawa.
Garbarski, L., Krzyżanowska, M. (2023). Marketing. Sztuka konkurowania i współpracy. Poltext. Warszawa
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: