Marketing of Small and Medium-Sized Enterprises
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Course informations
| Study program level |
Graduate |
| Study program |
Management |
| Study program direction |
Small and medium enterprises |
| Course year |
1. |
| Course semester |
II |
| Course status |
Core |
| ECTS |
6 |
| Lectures (h) |
30 |
| Excercises (h) |
- |
| Seminars (h) |
30 |
Course objectives
- Establish practical and theoretical knowledge in the field of marketing of small and medium enterprises
- Understand market trends and their impact on the main elements of the marketing mix
- Apply knowledge on practical examples
Course outcomes
- Identify marketing opportunities provided by the environment
- Identify the tools used in marketing
- Conduct macro and micro environment analysis
- Critically evaluate consumer behavior
- Develop a marketing plan and e-marketing strategy
- Identify business models on the Internet
Course content
Marketing concept in small and medium-sized enterprises. Marketing tips for successful small and medium enterprises. Products and services in small and medium-sized enterprises. Market research in small and medium-sized enterprises. Product and product management. Selection of the target group. Promotion and promotional mix management. Determining pricing in small and medium enterprises. Distribution management in small and medium enterprises. Applying marketing to manufacturing, retail and wholesale and serving small and medium enterprises. Strategy analysis and strategic marketing plan development. Consumer behavior. Business intelligence. Database creation and mining. Managing relationships with consumers and achieving loyalty. Computerization of small and medium enterprises. B2B, B2C, B2O marketing.
