Marketing

COURSE DESCRIPTION

Within the framework of the study course the student gains an understanding of the nature and basic principles of market activity, analyses the factors influencing market activity and market demand and supply, practices independent work organization and management. At the end of the course, the student is able to apply the acquired theoretical knowledge in practice, managing marketing processes for the purpose of market acquisition.

CONTENT

1. Introduction to marketing
2. Markets throughout ages
3. Market research and identification of marketing opportunities
4. Buyer behaviour in the consumer market
5. Decision of making a purchase in the consumer market
6. Buyer behaviour in the market of business and budget organizations
7. Evaluation, measurement and forecasting of demand
8. Market segmentation
9. Finding the target market
10. Strengthening the position of products on the market
11. The concept and classification of products
12. Product lifecycle stages
13. Pricing
14. Distribution of products
15. Promotion of the product on the market