Subject 'Marketing'

Year:   2012/2013    2013/2014    2014/2015    2015/2016    2016/2017    

Course outline. Nature of marketing. Determining the market. Consumer market and organisational market. Market segmentation. 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 the models learned to solve marketing problems.

Lectures, group discussions, individual tasks.

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: RR  

2013: RR  

2012: RR  RT*  

2011: RR  RT*  

2010: RR  RT*  

2009: RR  RT*  

2008: AT*  RT*  TD  

2007: AT*  RA*  TD  

2006: AT*  RA*  RK  

2005: AT*  RA*  RK  TÖ*  

2004: AT*  RA*  RK  TÖ*  

* Optional subject