The development of marketing, market forms, market research, marketing strategies, marketing segmentation, the organisation of marketing, marketing goals and strategies, product policy, price policy (price setting procedure, price differentiation and discounts policy), forms of sales (direct and indirect sales), communication policy (advertising, sales promotions, public relations and personal sales), marketing-mix, international marketing, the legal aspects of marketing.
European Economy and Business Management (English)
Language of instruction
After successful completion of this course, students can actively participate in the development and implementation of an enterprise marketing concept, from formulation of the marketing to the planning of marketing instruments. The learning outcomes of this course contribute mainly to the following (international) programme learning outcomes: LO 3.3