Syllabus
1. Marketing-mix, 4P, 4C, additional Ps and Cs
2. The product and its life cycle, new products, classification, brand, packaging…, strategies
3. The price and pricing strategies,
4. Distribution of product, (place and time) distribution channels, retail and wholesale
5. Marketing communication and promotion: advertising (+media), PR (incl. sponsoring, fairs, etc.), sales promotion, personal selling, direct marketing
6. Integrated marketing communication IMC
7. Marketing plan
8. Presentation
Annotation
Annotation: The purpose of this module is to familiarize students with knowledge of marketing theory and practical applications of the marketing concepts and tools.
Module description: The module consists of marketing philosophy of marketing mix 4Ps and Cs. and IMC.
Learning objectives: Students will be able to understand the marketing concept and its application in 21st century, use the tools of marketing mix 4Ps, i.e. product, price, place, promotion and Cs (customer, consumer, convenience, cost, communication, competition etc.), to select the best solution from available strategic options and to apply the chosen marketing concepts and present in both forms of communication - oral and written - acquired knowledge and skills.