Principles of marketing

Timetable

Module aim (aims)

The aim of the module is to familiarize participants with the idea of conducting marketing activities, marketing tools and techniques, and methods of planning and carrying out marketing projects.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

Pre-requisites in terms of knowledge, skills and social competences (where relevant) no prior knowledge or competences are needed

Syllabus

Week 1:                        An introduction to marketing

Week 2:                        The marketing strategy

Week 3:                        Market analysis: micro- and macroenvironment

Week 4:                        Customer bahaviour analysis

Week 5:                        Market segmentation and target group

Week 6:                        Brand management and brand image creation

Week 7:                        Product strategy - product layers and rule of product assortment managemnt

Week 8:                        Marketing of services

Week 9:                        Pricing strategy

Week 10:                      Managing distribution problems

Week 11:          Marketing kounnincation - planning promotion efforts

Week 12:          Adverting - how to make customers buy you product

Week 13:          Sales promotion, direct marketing and public relations

Week 14:          Social media and ambient marketing

Week 15:          Final test         

Reading list

Kotler Ph., Amstrong G, Principles of Marketing, Global Edition, 2017

Kotler, Ph, Kartajaya H., Setiawan I., Marketing 3.0: From Products to Customers to the Human Spirit, Willey 2010