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
B. Snoj, V. Gabrijan, T. Tomažič (9.poglavje). 2021. Študijsko gradivo pri predmetu Marketing. Fakulteta za elektrotehniko, računalništvo in informatiko Maribor.
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.
