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Regular version of the site
Bachelor 2023/2024

Marketing

Area of studies: Management
When: 3 year, 4 module
Mode of studies: offline
Open to: students of one campus
Language: English
ECTS credits: 3
Contact hours: 48

Course Syllabus

Abstract

This course covers the theoretical aspects of marketing and how it could be applied for international business. The special attention is paid for practical issues of evaluating the companies’ marketing performances. During the course students will learn how to analyze the marketing environment and use the marketing tools for decision making.
Learning Objectives

Learning Objectives

  • to introduce students the key concepts of marketing and current trends in marketing
  • to provide an understanding of the role of marketing in strategic management
  • to explore best and worst practices of companies’ marketing activities
  • to develop skills in marketing environment analysis and marketing planning
  • to build skills in application of marketing instruments for decision making
Expected Learning Outcomes

Expected Learning Outcomes

  • Understand the key concepts of marketing
  • Able to perform the marketing environment analysis
  • Able to use the instruments of marketing for decision making
Course Contents

Course Contents

  • 1. Introduction to marketing
  • 2. Marketing environment
  • 3. Marketing strategies
  • 4. Segmentation, targeting, and positioning (STP)
  • 5. Marketing mix
  • 6. Marketing performance
Assessment Elements

Assessment Elements

  • non-blocking Seminar activity
  • non-blocking Project
    The project can be done individually or in a group of up to 5 students.
  • non-blocking Exam
    Exam in written form consists of 20 questions, including multiple choice questions and open questions tasks that are based on lectures and seminars materials.
Interim Assessment

Interim Assessment

  • 2023/2024 4th module
    0.5 * Exam + 0.25 * Project + 0.25 * Seminar activity
Bibliography

Bibliography

Recommended Core Bibliography

  • Hollensen, S., & Opresnik, M. O. (2014). Marketing : A Relationship Perspective. München: Vahlen. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=827295

Recommended Additional Bibliography

  • Strategic planning for public relations, Smith, R. D., 2013