Marketing 2600-MSEM3MAR

Upon the completion of the course (lecture, seminar) a student should be able to:

1. Rules and tools of marketing operation
 Define role of marketing in a company - knowledge
 Present a definition of marketing - knowledge
 Understand principles of marketing concept – knowledge
 Know classification of marketing tools (4P, 4C, 7P) – knowledge
 Present complementary and substitution relations between elements of marketing mix - knowledge
 Compare marketing concept with other business operating concepts – skill
 Analyze the degree of marketing concept development in a company – skill
 Know ethical conditions of marketing activities – other competences (basics)

2. Strategic marketing decisions - STP
 Understand STP procedure – knowledge
 Define basic segmentation criteria – knowledge
 Define segmentation methods – knowledge
 Perform a segmentation on B2B and B2C markets – skill
 Identify criteria of segment attractiveness assessment – knowledge
 Analyze segment attractiveness – skill
 Define modes of market operation – knowledge
 Identify tools of market offer differentiation - knowledge
 Know analytical methods of establishing market position of suppliers/brands – knowledge
 Interpret the results of analytical methods of establishing market position of suppliers/brands – skill
 Present basic decisions relating to market offer positioning - knowledge
 Verify brand positioning strategies - skill

3. Product decisions
 Know the basic dimensions of market assortment – knowledge
 Analyze market assortment – skill
 Define product levels and their components – knowledge
 Define basic decisions regarding branding – knowledge
 Perform a product analysis – skill
 Characterize phases of a new product planning – knowledge
 Present phases of product life cycle – knowledge
 Define goals, strategies and marketing activities in PLC phases - knowledge

4. Distribution decisions
 Present reasons for function of a distribution system – knowledge
 Explain differences between distribution system and distribution channel – knowledge
 Present streams and functions of distribution - knowledge
 Define basic participants of distribution system – knowledge
 Define decisions relating to distribution planning – knowledge
 Design a map of distribution system for a product market - skill

5. Pricing decisions
 Know the idea of marketing approach to pricing decisions – knowledge
 Designate lower and upper limit of an acceptable price range – knowledge
 Describe the influence of pricing determinants on pricing decisions – knowledge
 Analyze the influence of demand on pricing decisions – skill
 Know the types of pricing strategies – knowledge
 Present basic price deviations - knowledge

6. Promotion decisions
 Present the concept of promotion – knowledge
 Identify forms of promotion – knowledge
 Assign promotion tools with forms of promotion – skill
 Determine the structure of promotion mix – skill
 Create promotion appeals - skill

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

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