Objectives and competences
Get to know marketing as a multidisciplinary field of study and using fundamental marketing knowledge.
Content (Syllabus outline)
• Marketing - general framework (evolution, definition, moral and etics, relationship marketing, internal marketing).
• Exchange, value, satisfaction and loyalty.
• Micro and macro environment of organization (suppliers, customers, competitors, macroenvironmental factors.
• Market.
• Marketing management orientation.
• Information for marketing decision making.
• Strategic and operational marketing planning.
• Marketing mix (benefit creation – product and its elements, benefit communication – marketing communication and benefit delivery – marketing channels).
• Market trends and marketing tasks.
• Digital marketing
Learning and teaching methods
• lectures,
• seminar,
• team and individual work.
Intended learning outcomes - knowledge and understanding
• On completion of this course the student will be able to use basic knowledge of information generation for marketing decision making, marketing planning and marketing mix realization.
Intended learning outcomes - transferable/key skills and other attributes
• Communication skills: manner of expression at written examination and individual essays, oral manner of expression durring seminars.
• Problem solving: the use of fundamentals of marketing theory in kreative problem solutions.
• Working in a group: team work in group seminar.
Readings
• P. Kotler, G. M. Armstrong. 2014. Principles of marketing NJ:Prentice Hall
• W. Jedlička. 2010 Sustainable graphic design: tools, systems, and strategies for innovative print design type. NJ: John Wiley & Sons
