Principles of Marketing

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.