Introduction to the business concept of marketing, understanding the marketing process, and acquiring basic knowledge about the methods of implementing marketing in business entities.
Introduction to marketing. Evolution of marketing. Marketing process. Marketing management. Market in general. Marketing environment. Market. Market typology. Market functions. Customer behavior. Needs. Motives and attitudes. Making a purchase decision. Marketing planning. Marketing information system and marketing research. Marketing research. Marketing information and marketing decision-making. MIS. Market research process and methodology. Market research methods. Historical method. Observational method. Test method. Experimental method. Use of statistics and mathematics in market research. Market segmentation. Marketing strategy. Product. Product definition. Production program. Product quality. Product functionality. Product brand. Product image. Product life cycle. Product policy instruments. Price. Distribution. Promotion. Promotion mix. Advertising. Public relations. Publicity. Sales promotion. Personal selling. Marginal promotional activities. Consumer services. Packaging. Design. Word-of-mouth propaganda. Marketing control. Marketing organization. New reflections on the role of marketing. Evolution of relations with consumers. New consumer-oriented marketing concepts.
After completing the course, the student will be able to:
1. Analyze the key components of a marketing concept
2. Interpret the application of the most important marketing models
3. Discuss the functioning of the marketing mix
4. Apply the marketing process to a practical example
5. Identify and analyze marketing problems of economic entities in the market and propose solutions
