Study Guide

Objective

After successfully completing the course, you will understand the importance of strategic marketing planning, decision making, and the value of segmentation, differentiation, target marketing, and positioning opportunities that can be addressed with the proper marketing mix. You are able to understand marketing principles in the context of today’s complex global environment. Moreover, you understand the fundamentals of marketing processes. You are able to define the range of marketing decisions an organisation must make to sell its products and services.

Content

- Marketing concepts building
- Customer value creation
- Segmentation targeting and positioning identification
- Marketing communication and channeling identification

Materials

Philip Kotler, Gary Armstrong, 2013 or newer European edition, Principles of Marketing

Teaching methods

Holistic business understanding, marketing competence, global business competence and skills, ethical competence.

The course familiarizes you with the basic marketing concepts and gives an overall picture of marketing mix decisions. You will learn concepts and tools of customer relationship marketing and will understand the factors that influence consumer buying behaviour. You will apply theoretical marketing studies to different simulation cases.

Core content:
- Marketing Concept
- Creating Customer Value and Satisfaction
- Strategic Planning and the Marketing Process
- Consumer Markets and Buying Behavior
- Product and Service Concept
- Product Life-Cycle
- Pricing of Products
- Marketing Communication

Student workload

Contact teaching and Group working 50h, Independent study 55h

Evaluation scale

H-5

Assessment methods and criteria

Group work 10%
Group presentations 5%
Group discussion 5%
Activity 10%
Exam 70%
The student's inability to meet the given deadlines will result in an instant reduction of the grade according to the following principle: each week reduces the maximum grade by one.