Principles of Marketing
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Course informations
| Study program level |
Undergraduate |
| Study program |
Entrepreneurship |
| Study program direction |
Entrepreneurship |
| Course year |
2. |
| Course semester |
IV |
| Course status |
Core |
| ECTS |
6 |
| Lectures (h) |
45 |
| Excercises (h) |
- |
| Seminars (h) |
15 |
Course objectives
- Understand and evaluate basic marketing concepts,
- Acquire knowledge about marketing planning and management,
- Analyze market research concepts and form parts of it.
Course outcomes
Name of the learning outcomes set: Introduction to marketing
Level: 5
- Explain basic marketing concepts
- Explain the role and importance of marketing in society and in the global market
- Determine the importance, purpose and functioning of the marketing information system
- Describe the process of marketing and marketing development and its role in modern business
Name of the learning outcomes set: Planning and marketing mix management
Level: 6
- Evaluate the development of the marketing mix
- Determine product or service characteristics and argue about product or service management at each stage of the life cycle
- Determine the key factors in determining the price and choose an appropriate approach to determining the price on the given example
- Critically analyze the steps in developing effective communication and argue about the importance of advertising, sales promotion and public relations
- Argue the importance of marketing channels and to recommend an appropriate way to manage them
Name of the learning outcomes set: Introduction to market research
Level: 6
- Analyze the stages of the research process
- Validate the information that causes changes in customized business to consumers by using the test method and a quality questionnaire
- Evaluate and select the relevance of obtained information from internal and external sources
Course content
Understanding marketing as a modern market-oriented concept of exchange. The emergence and development of marketing, tasks and its application in economy and society. Marketing goals, activities and processes for its realization. The needs, desires and motives of customer and consumer behavior. Role, significance and methods of market research and marketing information system. Planning of marketing activities. Segmentation of demand markets and differentiation of products and services. Organization of marketing functions and activities. The elements and factors of marketing mix. Marketing mix management.
