Marketing

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.

Mode of delivery

face to face

Type

compulsory

Recommended or required reading and other learning resources/tools

Blythe, J. / Yesne, M. (2019): Essentials of Marketing, akt. (dzt. 7.) Aufl., Harlow u.a.: Prentice Hall

Planned learning activities and teaching methods

Lecture, discussions, group work, case studies

Assessment methods and criteria

Continuous assessment and final exam

Infos

Degree programme

European Economy and Business Management (English)

Cycle

Bachelor

ECTS Credits

3.00

Language of instruction

English

Curriculum

Full-Time

Academic year

2021

Semester

3 WS

Incoming

No

Learning outcome

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

Course code

1389-20-02-VZ-DE-39