Marketing 2600-LFBRdz3M
Lecture:
Principles and instruments of company marketing activities
Determining the place (role) of marketing in company operations
Definition of marketing
Principles of marketing orientation
Sequence of marketing decisions in an enterprise
Digital transformation in marketing
Information and Communication Technologies (ICT)
MarTech
Digital readiness
Marketing mix – operational models
Evolution of marketing
Typologies of marketing evolution
Orientations in conducting marketing activities – typology 1
Phases of marketing development – typology 2
Strategic marketing in an organization
Marketing strategy for an organization – elements
Domain of organizational activity
Strategic Business Units (SBUs)
Mission of the organization
Strategic goals of the organization
Portfolio analysis
Scope strategies
Strategic decisions – STPM
STPM procedure
Market segmentation
Target market selection
Brand differentiation and positioning
Strategic assumptions for the marketing mix
Different faces of marketing
Specifics of marketing in service markets
Specifics of marketing in B2B markets
Specifics of marketing in non-profit organizations
Classes:
Principles and instruments of company marketing activities
Definition of marketing
Principles of marketing orientation
Sequence of marketing decisions in an enterprise
Strategic decisions – STPM
STPM procedure
Market segmentation
Target market selection
Brand differentiation and positioning
Strategic assumptions for the marketing mix
Product decisions
Concept and types of product
Creating market assortment
Designing individual product attributes
New product planning
Shaping product life cycle
Distribution decisions
Determinants and effects of selecting distribution channels
Determining the number of distribution channels
Establishing type of distribution (offline and online)
Determining distribution channel length
Determining distribution channel width
Establishing the degree of integrative links in distribution channels
Pricing decisions
Prices – introduction
Determinants of pricing decisions
Pricing strategies
Setting the basic price
Deviations from the basic price
Promotional decisions
Essence of promotion and communication models
Forms of promotion and their effects
Offline forms of promotion
Online forms of promotion
Course coordinators
Type of course
Learning outcomes
Upon completing the course, the student:
Knowledge:
- Knows and understands terminology and basic theoretical models in the field of marketing (K_W01).
- Knows and understands to an advanced degree the principles, procedures, and practices regarding the marketing activities of various types of organizations (K_W02).
- Knows and understands to an advanced degree the principles and procedures for creating and maintaining organizational relationships with various entities operating in its environment (K_W02).
- Knows and understands technological, social, political, legal, economic, and ecological processes and phenomena and their impact on organizational functioning, particularly regarding marketing activities (K_W05).
- Knows and understands basic principles of creating and developing various forms of entrepreneurship (K_W07 / K_W06).
Skills:
- Is able to use marketing theory to identify, diagnose, and solve problems related to organizational functioning in the market (K_U01).
- Is able to correctly interpret technological, social, political, legal, economic, and ecological processes and phenomena and their impact on organizational functioning (K_U02).
- Is able to independently and collaboratively prepare analyses, diagnoses, and reports on the functioning of organizations and sectors, and present them communicatively using ICT tools (K_U04 / K_U03).
- Is able to plan and organize individual and team work (K_U05 / K_U07).
- Possesses the ability for self-education and enhancing acquired qualifications (K_U08 / K_U06).
Social Competences (Attitudes):
- Is ready to evaluate and critically approach situations and phenomena related to the functioning of organizations in the market, sector, and whole economy (K_K01).
- Is ready to think and act in an entrepreneurial manner (K_K04 / K_K02).
- Is ready to adhere to ethical standards related to marketing activities (K_K05 / K_K03).
Assessment criteria
Verified ongoing via class tasks and finally class test + exam.
Lecture: Written exam (80%), Class grade (20%).
Classes: 20% quizzes (4/sem), 30% class work, 50% final test. Max 2 absences, min 8 attendances.
Passing course (exam): Written exam (80%), Class grade (20%).
Weighted Grade / Weighted Score:
20: above 1.4
19: 1.4-1.3
18: 1.3-1.2
17: 1.2-1.1
16: 1.1-1.0
15: 1.0-0.9
14: 0.9-0.8
13: 0.8-0.7
12: 0.7-0.6
11: 0.6-0.5
10: below 0.5
Note: Weighted grade is the ratio of the grade to the average grade of the given class group.
Only students who have passed the classes/seminar are eligible to take the exam.
Zero-term exam for students attending at least 10 lectures.
A total of 100 points can be earned during the exam, determining the final grade:
0-50 points – grade 2 (fail)
51-60 points – grade 3 (pass)
61-70 points – grade 3.5 (satisfactory plus)
71-80 points – grade 4 (good)
81-90 points – grade 4.5 (good plus)
91-100 points – grade 5 (very good)
Passing classes: 20% quizzes, 30% class work, 50% final test. Total 100 points.
Bibliography
Primary literature:
Kotler, P., Keller, K.L., Chernev, A. (2025). Marketing. Poznań: Rebis.
Kotler, P., Keller, K.L. (2012). Marketing. Poznań: Rebis.
Supplementary literature:
Mazurek, G. (ed.) (2018). E-marketing. Planowanie. Narzędzia. Praktyka. Poltext. Warszawa.
Kotler, P., Kartajaya, H., Setiawan, I. (2021). Marketing 5.0. Technologie Next Tech. MT Biznes. Warszawa.
Garbarski, L., Krzyżanowska, M. (2023). Marketing. Sztuka konkurowania i współpracy. Poltext. Warszawa.