Subject 'Marketing'

Year:   2016/2017    2017/2018    2018/2019    2019/2020    2020/2021    

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.

2020: FOR*  

2019: FOR*  

2017: RT  

2016: RR  RT  

2015: RR  RT  

2014: RT  

2013: RT  

2011: TD  

2010: TD  

2009: TD  

2008: RR  TD*  

2007: RR  

2004: RR  

* Optional subject