Marketing and Sales Management

Marketing and Sales Management

  • Class 40
  • Practice 0
  • Independent work 110
Total 150

Course title

Marketing and Sales Management

Lecture type




Lecturers and Associates

The course aims

Develop competences and skills of students in the field of marketing and sales, analysis of external and internal factors, selection of target markets through market segmentation, identification and selection of marketing strategy, marketing research, marketing elements mix and strategies of individual elements of marketing mix.


Lecture topics:
L1: Introduction to marketing.
L2: Introduction to marketing strategy.
L3: Concepts and terms of marketing strategy and strategic decision-making.
L4: Marketing strategy factors.
L5: Types of strategies.
L6: Basic concepts in development of marketing strategy. Mission and vision.
L7: Segmentation Targeting Positioning (STP).
L8: Customer analysis.
L9: Consumer behavior.
L10: External Environment Analysis (Cultural, Financial, Political and Legal).
L11: Marketing Research.
L12: Branding.
L13: Digital Marketing.
L14: Artificial intelligence in Marketing.
L15: Product strategy.
L16: Foreign Market Entry Strategies.
L17: Marketing Communications.
L18: Pricing Strategies.
L19: Distribution Strategies.
L20: Sales Management

Topics for seminar classes:
S1: Defining 21st century marketing.
S2: Basic marketing concepts.
S3: Concepts and terms of marketing strategy and strategic decision-making.
S4: Marketing strategy factors.
S5: Translating consumer insights into marketing strategies.
S6: Importance of marketing. Marketing reality.
S7: Holistic approach to marketing.
S8: New 4P marketing (marketing mix).
S9: Dimensions of strategy.
S10: Evolution of marketing strategies.
S11: Funds to support marketing strategy development.
S12: Strategic analyses of internal factors and external situation.
S13: Evaluating the intensity of competition.
S14: Role and contribution to marketing organization.
S15: Marketing planning. Strategic marketing plan.
S16: Development of marketing plan.
S17: Promotion and publicity.
S18: Identifying market segments and selecting target markets.
S19: Consumer analysis. Consumer retention. Acquisition of new clients.
S20: Sales management techniques.


Dawn Iacobucci (2013): MM (4th edition), Cengage South-Western

Supplementary literature

David A. Aaker (2014): Strategic Market Management (10th edition), Wiley
Kotler, Philip (2001): Framework for Marketing Management, Prentice Hall
Kotler, Cunningham, Turner (2000): Marketing Management, Prentice Hall

Minimum learning outcomes

  • Evaluate marketing definitions and reasons why marketing needs to be understood.
  • Interpret the basic determinants of the concept of marketing and sales and their application through market research.
  • Evaluate components of marketing strategy.
  • Explain principles of Segmentation, Targeting, and Positioning (STP).
  • Explain principles of branding and marketing mix in developing a marketing plan for the contemporary global marketplace.

Preferred learning outcomes

  • Argumentatively evaluate, analyze, and describe the market in which the enterprise operates.
  • Conduct industry analysis, identify research questions, and provide recommendations for marketing research.
  • Meet clients’ needs, conduct marketing analysis, and develop recommendations for marketing and sales strategy.
  • Conduct market segmentation, identify specific needs of each segment, select the target market, and set the correct objectives and strategy for each segment.
  • Recommend appropriate branding and marketing mix for each segment in a marketing plan for the global marketplace.