Subject 'Marketing'

Year:   2009/2010    2010/2011    2011/2012    2012/2013    2013/2014    

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.

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

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.

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

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.

2014: TT  

2013: TT  

2012: TI  

2011: TI  

2010: TI  

2009: TI  

2008: TI  

2007: TI  

2006: TI  

2005: TI  

2004: TI