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.

Content

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

Location and time

On-campus

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, and ethical competence.

The course familiarizes the student with the basic concepts of marketing and gives an overall picture of marketing mix decisions. The student knows the concepts and tools of customer relationship marketing and understands the factors that influence consumer buying behaviour. The student applies marketing theoretical studies into different fictive cases.

Further information

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

Evaluation scale

H-5

Assessment methods and criteria

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