Subject 'Marketing'

Name in Estonian: Turundus

Year: 2015/2016 2016/2017 2017/2018 2018/2019 2019/2020

State code	TLM521
Study language	Estonian, English
Chair	Keskused - humanitaar
Credit points	6 ECTS
Grading method	Grade prelim

General description

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. Consumer behaviour and purchase decision. Marketing mix (4 P-s). Product - Brand -Trademark. Product differentiation and positioning. Price. Placement-Distribution. Promotion - advertising, PR, personal selling, sales promotion.

General aim

The idea of the program is to study marketing terminology and the basic theory of marketing as well as marketing communication.

Aim

A student has to be able to use marketing models and technics in order to solve marketing problems and to compile marketing strategy (plan) for a particular client group, product or company.

Form description

Lectures, groupwork, problem-based learning, etc.

Literature

Kuusik, Virk, Aarna, Sepp, Seppo, Mehine, Prinsthal (2010). Teadlik turundus. TÜ majandusteaduskond.
Ann Vihalemm (2008). Turunduse alused. Külim 2008.

Course books given by the lecturer.

Evaluation methods

1. Active participation in lectures/groupworks.

2. Individual ja group homework - time and quality.

3. Final test - grade.

Name of the e-learning course at Moodle environment (http://ekool.tktk.ee)

Each group has it´s own e-couse. Information from the lecturer.

Is taught in following curricula

2019: TT

2018: FOR* TT

2017: FOR* TT

2016: TT

2015: TT

* Optional subject