Basics of Marketing (7cr)

Objective

The students are able to assess environmental, competitive and demand factors in marketing and to decide on problem-solving related to the competitive tools of marketing and marketing plans. They are familiar with the central contents of marketing control and understand its objectives and functions as a controller of practical activities. The students participate in the R&D activities of the centre of expertise of the School of Business Administration in accordance with the objectives of the course.

Content

Trends, economic development, technological development, ethical environment, changes in population, cultural changes, knowledge of competition, changes in life style, consumer behaviour and segmentation, product and service, distribution and availability, advertising, SP and PR, sales work, price, the planning of marketing, central topics of marketing control, competition legislation, and consumer protection.

Assessment criteria, satisfactory (1)

Class participation, individual and group reporting skills, individual and group presentation skills, teamwork skills. Mastery of the subject and course concepts in the written exam, exercises and reports.