Introduction to Marketing (5cr)

Evaluation scale

H-5

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

Brown, D.M. Thompson, A. 2023. Essentials of Marketing. Theory and Practice for a Marketing Career. Routledge, New York.

Additional source:
Philip Kotler, Gary Armstrong, Sridhar Balasubramanian, Prafulla Agnihotri 2024, Principles of Marketing

Teaching methods

After this course you will be able to

- Understand core marketing principles and their application in real-world business contexts.
- Apply the marketing mix (product, price, place, promotion) and strategic decision-making.
- Understand the process of creating customer value, satisfaction, and building long-term relationships.
- Analyze consumer behavior and the factors influencing buying decisions for targeted marketing.
- Understand product and service concepts, including development, differentiation, positioning, and the product life cycle.
- Set up pricing strategies, marketing communications, and understand their impact on consumer perception and profitability.
- Apply marketing theories to practical scenarios to enhance problem-solving and decision-making skills.

Content of the course:
- The Meaning of Marketing
- Strategic Planning
- Marketing Research, The Marketing Environment
- Segmentation, Target Marketing, and Positioning
- Products
- Brands and Brand Management
- Pricing
- Consumer and Buyer Behaviour
- Marketing Ethics, Sustainability, and Corporate Social Responsibility.
- Services, Relationship, and Internal Marketing
- Marketing Communication. Advertising, Sales Promotion, Public Relations, and Sponsorship.
- Channel Management.