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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

Obligatory

ECTS

5

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.

Content

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.

Literature

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

  • Valorizirati definicije marketinga te razloge zbog kojih je potrebno poznavati marketing.
  • Tumačiti osnovne odrednice koncepta marketinga i prodaje te njihove primjene kroz istraživanje tržišta.
  • Valorizirati komponente marketinške strategije.
  • Objasniti principe segmentacije, postavljanja ciljeva i pozicioniranja (STP)
  • Objasniti principe brendinga i marketinškog miksa pri izradi marketing plana za suvremeno globalno tržište

Preferred learning outcomes

  • Argumentirano procijeniti, analizirati i opisati tržište unutar kojeg poduzeće djeluje.
  • Provesti analizu industrije, identificirati istraživanja pitanja, i dati preporuke za marketinška istraživanja.
  • Ispunjavati potrebe kupaca, provoditi marketinške analize i razviti preporuke za strategiju marketinga i prodaje.
  • Provoditi segmentaciju tržišta, prepoznati specifične potrebe svakog segmenta, odabrati ciljano tržište i postaviti ispravne ciljeve i strategiju za svaki segment.
  • Preporučiti adekvatan brending te marketinški miks svakog segmenta pri izradi marketing plana za suvremeno globalno tržište.