Description:

The course focuses on understanding the objectives and role of marketing in a company. Students will be introduced to the fundamentals of marketing and learn the procedures and techniques used in market segmentation, positioning and designing marketing mix tools. The marketing mix is introduced as a set of objectives and decisions in the areas of product, pricing, distribution and communication.

Contents:

1. Introduction to marketing
2. Marketing environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Customer Relationship Management
6. Product and Product Policy
7. Building a Brand
8. Price and Pricing Strategy
9. Distribution and Distribution channels/strategy
10. Communication Mix - Advertising, PR, Sales Promotion
11. Communication Mix - Personal Selling, Direct Marketing
12. New marketing trends

Seminar contents:

Presentation Topics:

1. Market and customer segmentation of a selected company.
2. Marketing research of a selected company ? introduce forms and methods.
3. Analyze the micro a macro environment of a selected company.
4. New trends in Customer service.
5. Introduce the product portfolio of a selected company.
6. Introduce the pricing policy of a selected company.
7. Introduce the distribution policy of a selected company.
8. Introduce the communication mix of a selected company.
9. Introduce the innovation policy of your chosen company.
10. Select a company and show and analyze new trends in the company's marketing communication.

Recommended literature:

Foundations of Marketing, Pride/Ferrell, Seventh edition. Loose-leaf text with MindTap ISBN 9781337127769. Copyright 2016.
Small Data, Martin Lindstrom, St Martins Press New York. Copyright 2016 ISBN 978-1-250-08068-4 (hardback).
Marketing management. Kotler/Keller. 15 edition. Harlow: Pearson, 2015.

Abbreviations used:

Semester:

• W ... winter semester (usually October - February)
• S ... spring semester (usually March - June)
• W,S ... both semesters

Mode of completion of the course:

• A ... Assessment (no grade is given to this course but credits are awarded. You will receive only P (Passed) of F (Failed) and number of credits)
• GA ... Graded Assessment (a grade is awarded for this course)
• EX ... Examination (a grade is awarded for this course)
• A, EX ... Examination (the award of Assessment is a precondition for taking the Examination in the given subject, a grade is awarded for this course)

Weekly load (hours per week):

• P ... lecture
• C ... seminar
• L ... laboratory
• R ... proseminar
• S ... seminar