Marketing

Module title:

Marketing

Module overview:

This module is the basic marketing module in the first year of the study programme and it represents a theoretical base and an introduction to all further marketing related modules.
The objectives of this module is to enable students to:
• determine marketing processes and review different marketing activities,
• assess basic marketing terms with the focus on marketing strategy tools and marketing mix concept,
• analyse marketing tactics and determine key success factors,
• apply learned frameworks in given business situations.
The module teaches students basic marketing terms and relevant theoretical concepts through many real-life examples. Students will use various analytical tools and frameworks, such as SWOT, PESTLE, Segmentation-Targeting-Positioning (STP) and marketing mix (4P).
Skills gained in this module contribute to the overall development of the students as professionals and practitioners. After taking this module, students are expected to be able to apply learned tools in specific marketing situations and evaluate the impact of specific marketing strategies and tactics.

Literature:

Essential reading:
1. Kotler, P., Armstrong, G, Wong, V. and Saunders, J. (2020) Principles of Marketing. 8th European edn. Harlow: Pearson Education.

Recommended reading:
1. Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2016) Marketing: An Introduction. 3rd edn. Harlow: Pearson Education.
2. Godin, S. (1999) Permission Marketing: Turning Strangers into Friends and Friends into Customers, 1st edn. New York City, NY: Simon and Schuster.
3. Marketo Inc. (2021) Marketo Blo, [Online]. Available at: https://blog.marketo.com/ (Accessed: 5 May, 2021)

Further reading:
1. Hubspot (2021) Hubspot Blog [Online]. Available at: https://blog.hubspot.com/ (Accessed: 5 May, 2021)
2. Third Door Media, Inc. (2021) Marketing Land [Online]. Available at: https://marketingland.com/ (Accessed: 27 April, 2021)
3. Google (2021) Think with Google [Online]. Available at: https://thinkwithgoogle.com (Accessed: 20 April, 2021)