Marketing

 

 Tittle  Marketing
 Department International Management and Marketing
 Type (compulsory/optional)  Compulsory
 Cycle (first/second)  First Cycle
 Semester when the component is delivered  5-th semester and 6-th semester
 Course description The goal of teaching discipline "Marketing” is forming of the system of knowledge about essence and maintenance of marketing as philosophy of entrepreneurial activity in the conditions of market economy and competition, and also mastering of theory and practice of realization of marketing policy of firms by students in the field of planning of commodity assortment, pricing, sale of goods and services, advertising, advancement of commodities, and also organization of management marketing.
 Course content
5-th semester
Module 1. Fundamentals of marketing
Topic 1.The essence of marketing.
Topic 2. Marketing management.
Topic 3. Marketing environment.
Topic 4. Marketing information system and marketing research.
Topic 5. Consumer and business markets. Byer’s behavior.
Topic 6. Market segmentation, targeting and positioning.
Module 2. Tools of marketing-mix
Topic 7. Marketing product policy.
Topic 8. Brands and trademarks.
Topic 9. Marketing pricing policy.
Topic 10. Marketing distribution policy.
Topic 11. Marketing communications.
Topic 12. Marketing planning.
6-th semester
Module 1. Marketing paradigm and marketing’s researches
Topic 1. Marketing essence and its development. System and conceptions of modern marketing.
Topic 2. Analyzing the marketing environment.
Topic 3. Market and its basic descriptions.
Topic 4. Marketing researches: essence and system of marketing researches and marketing information.
Topic 5. Marketing researches: market segmentation.
Topic 6. Consumers` behavior.
Topic 7. Business and organizational customers and their buying behavior.
Module 2. Marketing complex
Topic 8. Marketing product policy.
Topic 9. Planning of new products.
Topic 10. Marketing pricing policy.
Topic 11. Methods of marketing pricing policy.
Topic 12. Marketing communication policy.
Topic 13. Complex of marketing communications.
Topic 14. Marketing division policy.
Topic 15. Organization of marketing activity in a firm.
 Learning outcomes  Graduates in Marketing take up numerous roles in marketing management, advertising, market research and consulting. They work across sectors - in commercial, government and not-for-profit organizations. The breadth of Marketing provides room for all kinds of people - those who see themselves having more general people and communication skills, are highly entrepreneurial, and those who see themselves as being highly analytical and creative. Marketing is central to any organization’s success and the demand for highly skilled marketers has never been stronger.
The skills that are gained while studying discipline:
1. Interpersonal and communication skills: You will be required to build an understanding of the consumer as well as the needs of the client, and express these to other members of your team and translate these needs into a marketing campaign. As such, good communication skills are vital.
2. Creativity: Depending on your role, you may be required to write copy for marketing materials and press releases or help with the layout and design of media. On top of this, your work may involve contributing to the ideas stage of planning a campaign. Innovation is likely to be prized as consumers get more media-savvy.
3. Teamwork: You will be required to work towards a coordinated campaign which may involve many different elements and media. It is essential that account managers, creative and executives work closely to ensure that the needs of the client are met and the campaign is cohesive and effective.
4. IT skills: It is essential that you have adequate IT skills as marketing is increasingly conducted through online channels. You must also be able to collate, store and present market data effectively using computer technology.
5. Commercial awareness: An understanding of the market, consumer wants and needs and the business requirements of the client are essential for success in a marketing role, hence the importance of market research. Trade publications and company press releases, as well as keeping an eye on the financial markets can help build up this knowledge.
 Contact hours (lectures/seminars)

 5-th semester: 30/30
6-th semester:  30/15
 
Prerequisites

 Management, Organizational Behavior, Business English, Business Communications, Economic Theory (basic).
 Number of ECTS credits allocated

 5-th semester: 4 credits
6-th semester:  4 credits