Principles of Marketing

Number

mkg

ECTS

3.0

Aspiration level

Basic

Learning objectives

The students are able to: - Describe and critically appreciate the philosophy and key concepts of marketing. - Explain the classification of marketing and to classify the marketing function within market-oriented corporate management. - Design a detailed market analysis or marketing analysis. - Be in a position to segment a market and - based on the results of a marketing analysis - to choose a target group for a product and to develop an appropriate positioning and differentiation. - Elicit market information and to employ it appropriately to the market research. - Know the importance of a marketing plan for offering services . - Know the importance and essential elements of the marketing mix. - Appropriately classify the marketing mix within the marketing planning. - Know the organization of marketing. - Be familiar with the main control mechanisms of marketing activities.

Summary

Key issues: - Philosophy and fundamentals of marketing - Fundamentals of market-oriented corporate governance - Analysis of market, competition and internal aspects - Purchasing behaviour of consumers - Buyer decision process - Introduction of business-to-business marketing - Market segmentation and target marketing - Differentiation and positioning - Business portfolio of a company - Market information and market research - Marketing plan for a service offer - Control mechanisms for marketing activities

Previous knowledge

None

Performance assessment displaced module test

Written module test

Datum

November 2008 / Version 1.1