Curriculum subject

Marketing

Subject
Subject code	TLM181
Subject name	Marketing
Credit points	5 ECTS
Grading method	Grade prelim

Curriculum subject
Curriculum	2012 TI
Study year	3
Semester	Fall semester
Subject type	Mandatory

Subject loads
Lecture	48

General description
Course outline. Nature of marketing. Marketing management. Micro and macro environment of marketing. Strategic management of marketing. Determining the market. Consumer market and organisational market. Market segmentation. Market research. Consumer behaviour and purchase decision. Marketing mix (4 P-s). Product - Brand -Trademark. Product differenciation and positioning. Price. Placement-Distribution. Promotion - advertising, PR, personal selling, sales promotional.

General aim
The idea of the program is to learn marketing terminology and the basic theory of marketing.

Aim
A student has to be able to use marketing models and technics in order to solve marketing problems; to conduct a simple market research and to compile marketing strategy (plan) for a particular company.

Form description
Lectures, group discussions, individual tasks, coursework: compilation of marketing strategy (plan) for a company chosen by the student or suggested by the tutor.

Literature
Compulsary literature 1. Proctor T. Marketing Management. Integrating Theory and Practice.- International Thomson Business Press: London, 2000, 520 p. 2. Proctor T. Marketing Management. Case studies.- International Thomson Business Press: London, 2000, 82 p. Extra reading: 1. Butler D., Hardy J. Business Studies.- Cambridge University Press, 2001, 257 p. 2. Kinnear T.C., Bernhardt K.L. Principles of Marketing. USA, 1986. 3. Kotler P. Marketing Management .USA, 1992. 4.Nuthall Ch. J. Business Studies.- Cambridge University Press, 2002, 318 p.

Replacement Subjects
TLM183 Marketing

Current rounds
None