Study Guide

Objective

The course familiarises you with the basic concepts of marketing and gives an overall picture of marketing mix decisions. You know the concepts and tools of customer relationship marketing, understands the factors that influence consumer buying behavior. You apply marketing theoretical studies into different fictive cases.

Content

- Marketing Concept
- Creating Customer Value and Satisfaction
- Strategic Planning and the Marketing Process
- Consumer Markets and Consumer Buying Behavior
- Product and Service Concept
- Product Life-Cycle
- Pricing of Products
- Marketing Communication

Location and time

On-campus

Materials

Philip Kotler, Gary Armstrong, 2013 or newer European edition, Principles of Marketing

Teaching methods

Holistic business understanding, marketing competence, global business competence and skills, ethical competence.

The course familiarizes the student with the basic concepts of marketing and gives an overall picture of marketing mix decisions. The student knows the concepts and tools of customer relationship marketing, understands the factors that influence consumer buying behavior. The student applies marketing theoretical studies into different fictive cases.

Further information

Core content:
-Marketing Concept
-Creating Customer Value and Satisfaction
-Strategic Planning and the Marketing Process
-Consumer Markets and Consumer Buying Behavior
-Product and Service ConceptProduct Life-Cycle,
-Pricing of Products
-Marketing Communication

Evaluation scale

H-5

Assessment methods and criteria

Group work 10%
Group presentations 5%
Group discussion 5%
Activity 10%
Exam 70%
Inability of the student to meet the given deadlines will result in an instant reduction of the grade according to the following principle: each week reduce the maximum grade by one.