Principles of Marketing

elective courses

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.

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

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)

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

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.