Marketing 2600-DSMw2M
. Principles and instruments of the company's marketing activity
• Determining the place (role) of marketing in the functioning of the company
• Definition of Marketing
• Evolution of marketing
• Principles of marketing orientation
• Offline and online marketing
• Other business orientations
• The sequence of marketing decisions in the enterprise
2. Strategic decisions – STP
• STP procedure
• Market segmentation
• Choosing your target market
• Diversification and positioning of the offe
3. Product decisions
• The concept and types of the product
• Creating a market assortment
• Designing the attributes of an individual product
• Planning a new product
• Shaping the product life cycle
4. Distribution decisions
• Determinants and effects of the selection of distribution channels
• Determining the number of distribution channels
• Determining the type of distribution (offline and online)
• Determining the length of the distribution channels
• Determining the width of the distribution channel,
• Determining the degree of integration ties in distribution channels
• Distribution systems on selected product markets
5. Price decisions
• Prices - introduction
• Determinants of price decisions
• Pricing strategies
• The minimum price
• Determining the base price (cost calculation, marketing calculation, price bots)
• Formulating deviations from the basic price
6. Promotional decisions
• The essence of promotion and models of communication
• Forms of promotion and their effects
• Offline promotion forms
• Online promotion forms
Course coordinators
Type of course
Mode
Assessment criteria
Written exam (60% of the mark) - in the classroom or online on the Kampus platform (in the case of a high degree of disease)
• open, table and closed questions
Exercise grade (40% grade)
Persons who have passed the exercises can take the exam
Minimum number of points for the exam (text only) - 51%
The final grade depends on the number of collected points (max. 100):
0-50 points – final grade 2
51-60 points – final grade 3
61-70 points – final grade 3,5
71-80 points – final grade 4
81-90 points – final grade 4,5
91-100 points – final grade 5
Bibliography
Core bibliography:
• Kotler, P., Keller, K.L. (2012). Marketing, Poznań: Rebis
Additional bibliography:
• Mazurek, G. (red.) (2018). E-marketing. Planowanie. Narzędzia. Praktyka. Poltex. Warszawa.
• Kotler P., Kartajaya, H., Setiawian, I.(2017). Marketing 4.0. Era cyfrowa. MT Biznes. Warszawa