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Marketing

  • Class 15
  • Practice 15
  • Independent work 60
Total 90

Course title

Marketing

Lecture type

Obligatory

Course code

22-07-503

Semester

1

ECTS

3

Lecturers and associates

Course 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)

Download student guide

Minimal learning outcomes

  • Determine appropriate marketing processes with respect to market type, participants and other market factors.
  • Review different marketing activities with regard to the needs of the target group, market situation and trends in the environment.
  • Determine the factors for the successful implementation of basic marketing mix elements, taking into account the behavior of the target group, the competitive environment, and other market factors.
  • Critically evaluate marketing communication based on information about the specific marketing and target group needs and in regard to global trends.

Preferred learning outcomes

  • Recommend appropriate marketing processes with respect to market type, participants and other market factors.
  • Recommend different marketing activities depending on the needs of the target group, market situation and trends in the environment.
  • Recommend concrete solutions within basic marketing mix elements, taking into account the behaviour of the target group, the competitive environment and other market factors.
  • Recommend marketing communication based on information about the specific marketing and target group needs and in regard to global trends.
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