Subject 'Marketing'

Year:   2013/2014    2014/2015    2015/2016    2016/2017    2017/2018    

1. Introduction
2. Marketing micro and macro environment.
3. Consumer behavior. Targeting and segmentation.
4. SWOT
5. Positioning.
6. Marketing strategies. How to choose one? Why?
7. Client relations and marketing. Relations marketing. Its value to product/service offering.
8. Business-to-business marketing
9. Product. Product development and product life cycles.
10. Service marketing
11. Pricing. Price strategies.
12. Advertising. Promotion.
13. Marketing channels.
14. PR.
15. Brand strategies.
16. Marketing plan. Strategic and tactical plan.
17. Marketing budget.
18. Control. How to measure performance?
19. Website/homepage. Design, efficiency and relevance.

The aim of the course is to master marketing concepts as well as to understand the role of marketing management and marketing process within the company. Student should be able to write, analyse, control and manage strategic and tactical aspects of the marketing plan.

After successful passing the course a student knows:
- The role of marketing and sales and its impact to the company's efficiency and revenues.
- Methods and tools to control and manage marketing processes.
- Is able to analyse and make improvement suggestions to company's product/service portfolio and able to look for better solutions
- Is able to communicate with media and advertising agencies as well as media (press releases).
- Knows the importance of homepage structure as well as its actuality.

Experiential learning (is a form of active learning, which allows reaching conclusions and theories through experiencing real-life situations similar to professional lives, and through their subsequent analysis).

Students must be prepared for active participation during the tutorials as well as during the team-work, and also be prepared to take the responsibility for their own learning. This means that the learning form experienced is not traditional lecturing and test evaluation, but new knowledge is constructed in collaboration with other students and therefore assessed formatively, requiring everyone’s contribution to learning activities. 

Literature:
Philip Kotler, Peter Doyle, Philip Stren, Prentice Hall & Financial Times, 2008 (European version, Fourth Edition) Marketing management & Strategy
Kotler / Keller, Prentice Hall & FT, May 2008 (International version)
Peter Kemp, HEMP (The Highly Effective Marketing Plan), Pearson / Prentice Hall Business, 2004
Kotler, Dipak C. Jain, Suvit Maesincee, Harvard Business School Publishing Corp, 2002.
Juhi Käsiraamat, Robert Heller, Dorling Kindersley Ltd., A Penguin Co. Tõlge 2003, Varrak
Vihalem, A. Turg Toode Tarbija. Külim 1997
Vihalem, A. Hind Müük Reklaam. Külim 1996

Self- and peer assessment, group project, indvidual assignements

Marketing

2020: AE*  FOR*  LO  OK  RR  TD*  TD  TD  TK  TK  

2019: AT*  FOR*  OK  RR  RR  TD*  TD  TD  TK  TK  TL  TT  

2018: FOR*  OK  RR  RR  TD  TD*  TK  TK*  TL  TT  

2017: FOR*  RR  TK*  TL  

2016: FOR*  TK*  TL  

2015: FOR*  TL  

2014: FOR*  TL  

2013: FOR*  TL  

2012: LI  

2011: LI  

2010: LI  

2009: LI  

2008: LI  RT*  

2007: LI  

2006: LI  RR  

2005: LI  RR  

2004: LI  

* Optional subject