SylabUZ
| Course name | Marketing Management |
| Course ID | 04.7-WZ-P-MM-S20 |
| Faculty | Faculty of Economics and Management |
| Field of study | WEiZ - oferta ERASMUS |
| Education profile | - |
| Level of studies | Erasmus programme |
| Beginning semester | winter term 2023/2024 |
| Semester | 2 |
| ECTS credits to win | 5 |
| Course type | obligatory |
| Teaching language | english |
| Author of syllabus |
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| The class form | Hours per semester (full-time) | Hours per week (full-time) | Hours per semester (part-time) | Hours per week (part-time) | Form of assignment |
| Class | 30 | 2 | - | - | Credit with grade |
The objective of this course is to impart elementary knowledge to the students regarding the various aspects of Marketing Management. Students develop marketing management skills in various organizations.
Basics of marketing
Introduction, definitions of marketing. Elements of marketing concept. Functions of marketing. Analysis of consumer behaviors. Concept of market segmentation. Managing the product. Product life cycle and its strategies. New product development. Pricing decisions. Pricing Strategies. Channel management decisions. Promotion strategy. Tools and techniques of sales promotion. Marketing planning. Marketing strategic planning process. Organization of marketing in the company.
Case study, presentation, discussion, project
| Outcome description | Outcome symbols | Methods of verification | The class form |
Positive grade from the project of marketing.
Kotler P., (2015). Marketing management (14th Edition). Pearson.
Kotler, P., & Keller, K. L. (2012). Marketing management: Global edition. Harlow: Pearson.
Homburg CH., (2012). Marketing management., MCGraw - Hill Higher Education.
Sobotkiewicz D., (2020). Development or decline of marketing - systematic considerations, Management 24/1.
Lecturer: d.sobotkiewicz@wez.uz.zgora.pl
Modified by dr Paweł Szudra (last modification: 30-05-2023 10:57)
