Objectives and competences
In this course students:
1. Get the basic grasp of marketing as a business field.
2. Are familiarised with the applicability of different theories of marketing.
3. Are familiarised with elements of marketing and are aware of interdependence between them.
4. Gain the ability to solve smaller marketing problems.
Content (Syllabus outline)
1.General facts on marketing
- the basic concepts in marketing
- the marketing systems
- marketing in digital era
2. Organization and their micro and macro environment
- suppliers
- customers
- competitors
- the elements of macro environment
3. Strategic marketing
4. Market research and research in marketing
5. Marketing mix
6. Marketing of products
7. Pricing
8. Distribution
9. Marketing communications
Learning and teaching methods
- ex-catedra lecturing,
- interactive lecturing,
- case studies,
- seminar projects,
- team work.
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
Students:
1. Understand basic concepts of marketing.
2. Learn to use basic analytical methods in solving marketing problems.
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
Students:
1. Can analyse basic marketing problems with guidance using given classification and principles.
2. Can collect and arrange data and ideas in a standard way.
3. Students develop greater independence of thought and the ability to solve problems.
Key/Transferable skills
Students:
1. Use ICT.
2. Develop skills for team work.
3. Develop professional ethics.
4. Develop interest for lifelong learning.
Practical skills:
Implementation of some marketing activities in practice (eg, primary data collection, etc.).
Readings
Obvezna študijska literatura:
• IRŠIČ, Matjaž, MILFELNER, Borut, PISNIK, Aleksandra. Marketing : temeljni koncepti in njihova uporaba v digitalnem okolju : [znanstvena monografija]. Harlow (England) [etc.]: Pearson Education, cop. 2019. [XII],
Dodatna študijska literatura:
• Armstrong, G., Kotler, P. (2011). Marketing; An Introduction. Pearson Publication.
• Kotler, P. 2004. Management trženja, 11. Izdaja. Posušje: Mate in Ljubljana: GV Založba. V poštev pridejo strani: 17-23; 26-27; 60-64; 72-76; 279-300;
Prerequisits
At least 70% attendance at lectures is a precondition for taking the tests.
Additional information on implementation and assessment - active work in class:
- written exam
The written exam can be replaced with two mid-term tests.
