This course covers marketing fundamentals which entail the essential principles of marketing and tactics of their application in business organizations.
The course introduces various marketing strategies, modern marketing tactics and the principles of their set-up. Different business orientations, the main factors of the marketing micro and macro environments, their influence and the company's reaction to them will be discussed. This course presents the basics of consumer behaviour, analyses the issues relate to the identification of market segments, selection of target audiences, positioning and brand establishment. The analysis of the elements of the marketing mix focuses on the product life cycle concept, new product development, assortment management, pricing strategies and methods, distribution channel design and management, marketing communication process, management of individual sponsorship and public relations actions.
The course also covers the basics of marketing activities in the company, and introduces the peculiarities of service marketing, international marketing, personnel marketing.