Content (Syllabus outline)
Trends in marketing product
Research issues in marketing products
Digitalization of products
Trends in marketing services and transition into service society
Managing the service experience
Digitalization of services
Research issues in marketing services
Trends in brand management
Creating and sustaining brand equity
Research issues in brand management
Learning and teaching methods
ex-catedra lecturers;
• analysing case studies
Intended learning outcomes - knowledge and understanding
Development of Knowledge and Understanding
The learner
? has great depth and systematic understanding of a substantial body of knowledge. Can work with theoretical / research knowledge at the forefront of the discipline at peer reviewed standards/ publication quality
? has a comprehensive understanding of techniques / methodologies applicable to the discipline (theory or research-based).
Cognitive and Intellectual Skills
? with critical awareness, can undertake analysis, managing complexity, incompleteness of data or contradictions in the areas of knowledge
? can synthesise new approaches, in a manner that can contribute to the development of methodology or understanding in that discipline or practice
? has a level of conceptual understanding and critical capacities that allows independent evaluation of research, advanced scholarship and methodologies. Can argue alternative approaches
? can act independently and with originality in problem solving, is able to lead in planning and implementing tasks at a professional or equivalent level
Intended learning outcomes - transferable/key skills and other attributes
Key / Transferable Skills
The learner:
? is independent and self-critical as learner; guides and supports the learning of others and can manage own
? can communicate complex or contentious information clearly and effectively to specialists / non-specialists, understands lack of understanding in others. Can act as a recognised and effective consultant
? can continue own professional study independently, can make use of others professionally within / outside the discipline.
Practical Skills
The learner:
? can operate in complex and unpredictable / specialised contexts that may be at the forefront of knowledge. Has overview of the issues governing good practice
? can act in a professional capacity for self / others, with responsibility and largely autonomously and with initiative in complex and unpredictable situations
? has technical mastery, performs smoothly with precision and effectiveness; can adapt skills and design or develop new skills / procedures for new situations.
Readings
Baker, M.& Hart, S. 2007 (ali novejša). Product Strategy and Management. Prentice Hall
Hoffman K.D., Bateson J.E.G., Wood, E.H & Kenyon, A.J. 2009. Services Marketing. Concepts, strategies&Cases. South-western cengage learning.
Kapferer, J.N. 2012 (ali novejša). The new stratrategic brand management. Kogan Page.
DODATNA:
Izbrani izvirni znanstveni članki, ki jih posreduje nosilka.
Additional information on implementation and assessment 50% - Seminar work
50% - Oral exam
Student passes the exam, when each part of the examination is evaluated as positiv.
