Principles of Marketing
General data
Course ID: | 2500-EN_S_03 |
Erasmus code / ISCED: |
14.4
|
Course title: | Principles of Marketing |
Name in Polish: | Principles of Marketing |
Organizational unit: | Faculty of Psychology |
Course groups: |
specialization courses for 4 and 5 year |
ECTS credit allocation (and other scores): |
(not available)
|
Language: | English |
Type of course: | elective courses |
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. |
Full description: |
INTRODUCTION TO MARKETING Defining marketing; Marketing tools: product, price, promotion, place, people, procedures, physical evidence; Basics of marketing concept Other concepts of organizational activity: product, production, sales, adaptation, client and societal approach. MARKET ANALYSIS Customer analysis; Competitors analysis; Macro environment analysis; SWOT. PLANNING OF MARKETING STRATEGY Levels of marketing strategy planning: segmentation, positioning, targeting; Market segmentation and targeting – criteria, descriptors. Procedure; Positioning – differentiation of the offer, tools for positioning, mistakes and problems; Marketing-mix planning: how to choose the right tools for achieving the right effects? MARKETING-MIX: PRODUCT Designing product-mix: product assortment analysis – width, length, depth; Designing product attributes – three levels of a product: core, formal and augmented level; Brand management. MARKETING-MIX: PLACE (DISTRIBUTION) Designing marketing channels: width, length, participants; Managing marketing channels: brick vs. click. MARKETING-MIX: PROMOTION Basic forms of promotion: advertising, sales promotion, personal promotion, PR; Complementary forms of promotion: loyalty programs, viral marketing, ambient media, guerilla marketing, etc.; Programming promotion activities. MARKETING-MIX: PRICE Determining basic price – basic determinants: demand, costs, competition, government, intermediaries; Price-adjustment decisions |
Bibliography: |
Introduction To Marketing : P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 1) Market Analysis: P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 6&7) Planning Of Marketing Strategy: P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 8&10) Marketing-Mix: Product: P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 12) Marketing-Mix: Place (Distribution): P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 15) Marketing-Mix: Promotion: P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 17-19) Marketing-Mix: Price: P. Kotler, K.L. Keller, Marketing Management, 14th ed., Pearson Education Prentice Hall, 2011 (chapter 14) |
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 |
Assessment methods and assessment criteria: |
The following assessment methods and criteria are used: Final test (50% of the final grade) A group project to be submitted during the penultimate class (30%) Case studies and class participation (20%) Students are allowed to have unexcused 2 absences. No more than 4 absences overall are allowed. Every absence above the regular 2 must be discussed with the lecturer and extra assignment will given to a student. |
Copyright by University of Warsaw.