Print syllabusPrinciples of Marketing
General data
| Course ID: | 2500-EN-PS-SB-19 |
| Erasmus code / ISCED: |
14.4
|
| Course title: | Principles of Marketing |
| Name in Polish: | Principles of Marketing |
| Organizational unit: | Faculty of Psychology |
| Course groups: |
Business Psychology Specialization specialization courses for 4 and 5 year |
| ECTS credit allocation (and other scores): |
3.00
|
| Language: | English |
| Short description: |
Defining marketing and its role in organizational environment as well as exploring key marketing decisions relating to segmentation analysis, target market selection, positioning and the marketing-mix areas of product, price, promotion and distribution. |
| Learning outcomes: |
Upon the completion of the course students should: - Know the principles of marketing concept - Know the tools used in marketing - Know the role of customer satisfaction and loyalty in marketing - Be able to measure customer satisfaction and loyalty - Know and understand the marketing strategy planning - Be able to conduct market segmentation - Understand the positioning concept - Be able to design the elements of marketing mix - Know product attributes and product assortment - Understand the product life cycle - Know determinants of pricing decisions in a company - Be able to determine a basic price and its modifications - Know the structure of marketing channels- Be able to understand management decisions in distribution - Know the forms of promotion - Be able to plan promotional activities of a company - Know the specificity of services - Be able to design a servicescape |
Classes in period "Summer semester 2023/24" (in progress)
| Time span: | 2024-02-19 - 2024-06-16 |
 
MO TU W SEM
TH FR |
| Type of class: |
Seminar, 30 hours
|
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| Coordinators: | (unknown) | |
| Group instructors: | Zofia Przymus | |
| Students list: | (inaccessible to you) | |
| Examination: |
Course -
Grading
Seminar - Grading |
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| Bibliography: |
1. Introduction to Marketing: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 1) − P. Kotler, H. Kartajaya, I. Setiawan, Marketing 3.0: From Products to Customers to the Human Spirit, Wiley & Sons, New Jersey, 2010. − P. Kotler, H. Kartajaya, I. Setiawan, Marketing 4.0: Moving from Traditional to Digital, Wiley & Sons, New Jersey, 2017 2. Customer satisfaction and loyalty: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 5) − Giese, JL, Cote, JA, Defining Consumer Satisfaction, Academy of Marketing Science Review, 2000, 1, 1-27. 3. Current trends in marketing: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 6&7) − Sheth, J., Revitalizing relationship marketing, Journal of Services Marketing, 2017, 31,1, 6-10. − Pine, JB., Gilmore, JH, Welcome to the experience economy, Health Forum Journal, 2001, 44, 5, 10-17. − Gronroos, C., From marketing mix to relationship marketing, Management Decision, 1994, 32, 2, 4-22. − Vargo, SL, Lusch, RF, Evolving to a new dominant logic for marketing, Journal of Marketing, 68, 1-17. 4. Planning Of Marketing Strategy: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 8&10) 5. Marketing-Mix: Product: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 12) 6. Marketing-Mix: Place (Distribution): − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 15)7. Marketing-Mix: Price: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 14) 8. Marketing-Mix: Promotion: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 17-19) 9. Marketing-Mix for Services: − P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 13) |
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