Marketing

1. Introduction to Marketing and General Marketing Concepts; 2. Customer benefits and customer satisfaction; 3. Market segmentation; 4. Targeting and positioning; 5. Market research; 6. Branding policy; 7. Pricing policy; 8. Marketing policy and distribution channels; 9. Sales policy; 10. Communication policy

Mode of delivery

face to face

Type

compulsory

Recommended or required reading and other learning resources/tools

Blythe & Jim Blythe and Jane Martin, Pearson Education Limited: Essentials of Marketing, most current edition

Planned learning activities and teaching methods

Integrated course: lecture, case studies, discussion

Assessment methods and criteria

Assessment is based on the final exam as well as on the quality of students' assignments, presentations etc.

Prerequisites and co-requisites

none

Infos

Degree programme

Project Management & IT (Bachelor)

Cycle

Bachelor

ECTS Credits

3.00

Language of instruction

English

Curriculum

Full-Time

Academic year

2022

Semester

3 WS

Incoming

No

Learning outcome

Upon successful completion, students will be able to define the basic concepts of marketing and tell them apart. Students will be able to interpret marketing oriented business administration with its links and create an appropriate marketing mix for enterprises of different sizes across different industries.

Course code

0387-17-01-VZ-DE-28