Marketing 2600-DSMz2M
Lecture:
Principles and tools of company marketing activities:
• Determining the role of marketing in the functioning of a company.
• Definition of marketing.
• Principles of marketing orientation.
• Offline and online marketing.
• Other approaches to conducting business activities.
• Sequence of marketing decisions in a company.
Strategic decisions - STP (Segmentation, Targeting, Positioning):
• STP procedure.
• Market segmentation.
• Selection of the target market.
• Differentiation and positioning of offerings.
Product decisions:
• Concept and types of products.
• Creating a market assortment.
• Designing individual product attributes.
• Planning a new product.
• Shaping the product life cycle.
Distribution decisions:
• Determinants and effects of choosing distribution channels.
• Determining the number of distribution channels.
• Establishing the type of distribution (offline and online).
• Determining the length of distribution channels.
• Determining the width of the distribution channel.
• Establishing the degree of integration in distribution channels.
Pricing decisions:
• Price - introduction
• Determinants of pricing decisions.
• Minimum price.
• Determining the base price (cost calculation, marketing calculation, pricing bots).
• Formulating deviations from the base price.
Promotional decisions:
• The essence of promotion and communication models.
• Forms of promotion and their effects.
• Offline promotional forms.
• Online promotional forms.
Seminar:
Principles and tools of company marketing activities:
• Determining the role of marketing in the functioning of a company.
• Definition of marketing.
• Principles of marketing orientation.
• Offline and online marketing.
• Other approaches to conducting business activities.
• Sequence of marketing decisions in a company.
Strategic decisions - STP (Segmentation, Targeting, Positioning):
• STP procedure.
• Market segmentation.
• Selection of the target market.
• Differentiation and positioning of offerings.
Product decisions:
• Concept and types of products.
• Creating a market assortment.
• Designing individual product attributes.
• Planning a new product.
• Shaping the product life cycle.
Distribution decisions:
• Determinants and effects of choosing distribution channels.
• Determining the number of distribution channels.
• Establishing the type of distribution (offline and online).
• Determining the length of distribution channels.
• Determining the width of the distribution channel.
• Establishing the degree of integration in distribution channels.
Pricing decisions:
• Price - introduction
• Determinants of pricing decisions.
• Minimum price.
• Determining the base price (cost calculation, marketing calculation, pricing bots).
• Formulating deviations from the base price.
Promotional decisions:
• The essence of promotion and communication models.
• Forms of promotion and their effects.
• Offline promotional forms.
• Online promotional forms.
Course coordinators
Type of course
Mode
Learning outcomes
Upon completing the course, the student will have:
In the knowledge area:
• Understands and can apply the terminology and basic theoretical models in the field of marketing (K_W01).
• Demonstrates an advanced understanding of the principles, procedures, and practices related to the marketing activities of different types of organizations (K_W02).
• Possesses an advanced understanding of the principles and procedures for creating and maintaining relationships between organizations and various entities in their environment (K_W02).
• Has an advanced understanding of technological, social, political, legal, economic, and environmental processes and phenomena and their impact on organizational functioning, particularly in relation to marketing activities (K_W05).
• Understands the basic principles of creating and developing various forms of entrepreneurship (K_W06).
In the skills area:
• Can utilize marketing theory to identify, diagnose, and solve problems related to an organization's market operations (K_U01).
• Can accurately interpret technological, social, political, legal, economic, and environmental processes and phenomena and their impact on organizational functioning (K_U02).
• Can independently and collaboratively prepare analyses, diagnoses, and reports on the functioning of organizations and sectors, and effectively present them using information and communication tools (K_U03).
• Can plan and organize individual and team work (K_U05).
• Possesses the ability for self-learning and further skill development (K_U06).
In terms of attitudes:
• Is ready to assess and critically approach situations and phenomena related to the functioning of organizations in the market, the sector, and the entire economy (K_K01).
• Is prepared to think and act entrepreneurially (K_K02).
• Is willing to adhere to ethical standards related to marketing activities (K_K03)
Assessment criteria
The learning outcomes will be continuously assessed through tasks completed by participants during seminars and at the end during the exercise evaluation (test) and examination.
• Written exam (70%):
• Grade from seminar (30%)
Final grade:
• Final grade = 0,7*exam grade+ 0,3*seminar grade
• above 4,6 –5,0
• <4,2-4,6) –4,5
• <3,8-4,2) –4,0
• <3,4-3,8) –3,5
• <3,0-3,4) –3,0
• >3,0 –2,0
Bibliography
Textbook:
Kotler P., Keller K.L. (2012). Marketing. Poznań: REBIS
Additional reading:
Podstawka K. (2008). Marketing menedżerski. Standardy, procedury, strategie, Wyd. Wydziału Naukowe Zarządzania UW, Warszawa.
Kotler P., Kartajaya, H., Setiawian, I.(2017). Marketing 4.0. Era cyfrowa. MT Biznes. Warszawa
Kotler P., Kartajaya, H., Setiawian, I. (2010). Marketing 3.0. MT Biznes. Warszawa