Objectives and competences
In this course students:
• get the basic grasp of marketing as a business field;
• are familiarized with the applicability of different concepts in the marketing area;
• are familiarized with the basic elements of marketing process;
• gain the ability to the importance of marketing as philosophy of businesses.
Content (Syllabus outline)
1. Definition of marketing and marketing in digital era
2. Marketing environment
3. Fundamental marketing concepts
4. Introducing customers
5. Product
6. Price
7. Distribution channels
8. Marketing communication
Learning and teaching methods
• Ex-catedra lecturing.
• Interactive lecturing.
• Multimedia presentations.
• Case studies.
• Seminar projects.
• Seminar training.
• Field work.
• Solving fictive and actual problems.
• Team work.
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
Students:
• understand basic concepts of marketing;
• learn to use (apply) basic marketing terminology in solving business problems.
Cognitive/Intellectual skills:
Students:
• can analyse with guidance using given classification / principles;
• can collect and arrange data and ideas in a standard way;
• develop greater independence of thought and the ability to solve problems.
Intended learning outcomes - transferable/key skills and other attributes
Key/Transferable skills
Students:
• use ICT;
• develop skills for team work;
• develop professional ethics;
• develop learning techniques and strategies for individual study, permanent reflection and evaluation;
• develop interest for lifelong learning.
Practical skills:
• implement interviews in the real environment.
Readings
Obvezna študijska literatura (Compulsory textbooks):
1. Iršič, M., Milfelner, B. in Pisnik, A. (2019). Marketing – temeljni koncepti in njihova uporaba v digitalnem okolju. Pearson Education, Inc.
Dodatna študijska literature (Additonal textbooks):
2. Armstrong, G., Kotler, P. (2011). Marketing; An Introduction. Pearson Education, Inc.
Prerequisits
Presence at the exercises in 70%
Additional information on implementation and assessment Type (examination, oral, coursework, project):
Active work in different forms of class and field work 40%
Written exam 60%
