Objectives and competences
The student will:
• know the role of marketing,
• know the marketing web,
• know the marketing plan,
• understand purchasing behavior in interorganizational markets,
• know the implementation of digital marketing.
Content (Syllabus outline)
1. the role of marketing in enterprises and society
2. marketing web,
3. Analysis of industries and competitors
4. marketing segmentation
5. marketing differentiation,
6. marketing plan
7. market selection and coverage strategies
8.digital marketing and key players
9. understanding the company's online users and customer
10. Procurement organization and procurement market research
11.purchasing behavior of customers in interorganizational markets
12.Sales staff in inter-organizational markets
13.brand
Learning and teaching methods
• lectures,
• tutorial,
• discussions,
• individual work,
• group work,
• solving e-tasks
Intended learning outcomes - transferable/key skills and other attributes
Knowledge and understanding of:
At the end of the course, the students will be able to:
• explain the role of marketing,
• analyze the elements of marketing mix,
• prepare the marketing plan,
• explain the segments of inter-organizational customers,
• analyze the implementation of digital marketing.
Readings
1. Vukovič, G. in Završnik, B. (2010). Marketing. Kranj: Moderna organizacija
2. Devetak, Gabrijel (2000): Evropski marketing storitev, Moderna organizacija, Kranj
3. Kotler, Philip (2004): Marketing management, GV založba, Ljubljana
4. Izbrani članki/Selected articles
5. Chaffey D. L & Ellis-Chadwick, F. 2016 DIGITAL MARKETING
6. Arsenijević, G. Vukovič, G., Leskovar, R., Marič, M.(2020)Digitalni marketing za sodobne organizacije Pearson, London
Prerequisits
no prerequisites
Additional information on implementation and assessment • oral examination (70 %)
• case study / seminar work (30 %)
(oral examination can be substituted with 2 half term exams/colloquiums (35 % each).) 2 half term exams/colloquiums must be positively assessed (the student must achieve at least 51%).
