Smjer Enterpreneurship, predmet Introduction to Marketing

Course title Introduction to Marketing
Study program Undergraduate Professional Study of Enterpreneurship – main field: Enterpreneurship of Services
Course status Core
Year of study Second year, fourth semester
ECTS (Number of credits allocated) 6
Total lesson hours per semester 45L+15S
Course Objectives
Introduce the student to marketing as a modern market concept.

 

Learning outcomes
• Properly define marketing as a concept of modern economy.

• Properly analyze market circumstances and define a key market segment.

• analyze the impact of individual marketing activities on the company’s business performance

• Properly apply market analysis to adequately set up a quality marketing strategy.

 

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.

 

Types of classes
  LECTURES:

·         lectures,

·         discussions,

·         simulations

·         analysis of a practical example

   SEMINARS:

·         Preparation, creation and defense of the seminar paper.

Evaluation and assessment of the students’ work in the class and final exam
The student’s acquired knowledge is evaluated during classes by participating in the formation of exercises. The final grade of student knowledge is formed in the oral exam as a common grade: student activity in the lectures, assessment of exercises, assessment of midterm exams and assessment of the written and oral part of the exam. If a student is absent from more than 30% of classes, he loses all points pertaining to the final grade.