Week
|
Topic
|
Type of training (lecture, workshop, seminar)
|
Academic hours
|
|
|
|
full-time
|
1.
|
1
|
1
|
Marketing definition, concepts
|
4
|
2
|
2
|
2
|
Marketing environment
|
2
|
2
|
2
|
|
Test with the evaluation: "Marketing environment"
|
2
|
|
3
|
3
|
Consumer markets and consumer behavior, market analysis
|
2
|
2
|
3
|
|
Test with the evaluation: "Consumer Markets and Consumer Behavior, Market Analysis "
|
2
|
|
4
|
4
|
Segmentation and positioning in the market
|
2
|
2
|
4
|
|
Test with the evaluation: "Segmentation and positioning in the market "
|
2
|
|
5
|
5
|
Products, service, brand
|
2
|
2
|
5
|
|
Test with the evaluation: "Products, Service, Brand "
|
2
|
|
6
|
6
|
Pricing policy
|
2
|
2
|
6
|
|
Test with the evaluation: "Pricing Policy "
|
2
|
|
7
|
7
|
Promotion and distribution of goods
|
2
|
2
|
7
|
|
Test with the evaluation: "Promotion and distribution of goods "
|
2
|
|
8
|
8
|
Marketing communication, complex internet marketing
|
2
|
2
|
8
|
|
Test with the evaluation: "Marketing Communication, Complex Internet Marketing"
|
2
|
|
|
|
Total:
|
2CP=32ac.h
|
2CP=16ac.h.
|
Self-study work
|
Ac.hours forfull-time / part-time / distance studies
|
Planned learning outcomes
|
Compulsory reading, sources and methodological materials learning
|
20/40/56
|
Knowledge of:
the essence, concepts and principles of marketing;
basic principles of marketing activities;
marketing goals and objectives, strategies, market research.
Evaluation form - test
|
Preparation for test / part of the project "Marketing environmentt"
|
4/0/0
|
Skills: to be able to define company goals, mission, to analyze assortment, to determine internal and external environment determinants and elements of marketing complex.
|
Preparation for test / part of the project "Consumer Markets and Consumer Behavior, Market Analysis in the field"
|
4/0/0
|
Competencies: to be able to design a marketing research plan, to collect information using different methods, to identify factors that influence consumer behavior. An example for research is real business situations (case study)
|
Preparation for test / part of the project "Segmentation and positioning in the "
|
4/0/0
|
Students are able to define the most important characteristics of consumers, companies and international markets, to choose a more appropriate market share for the researched product.
|
Preparation for test / part of the project "Products, Service, Brand"
|
4/0/0
|
Skills: to be able to make decisions regarding the organization of the assortment, to develop a strategy for the creation of a new product, to determine the place of the existing product in the life cycle of the product by studying real business situations (case study).
|
Preparation for test / part of the project "Pricing Policy"
|
4/0/0
|
Students know how to choose pricing methods and strategies depending on the company aims.
|
Preparation for test / part of the project "Promotion and distribution of goods"
|
4/0/0
|
Students got acquainted with distribution channels and their levels, the necessity of their selection in the context of today's market.
|
Preparation for test / part of the project "Marketing Communication, Complex Internet Marketing"
|
4/0/0
|
The students became familiar with the basic elements of the promotion complex, including online promotion tools, are able to identify communication channels appropriate to the market conquest strategy and to define the budget for the necessary promotion activities.
|
Project work for part time students
|
0/24/24
|
The content of the project work for full-time students consists of tests that are completed during the course.
|
Total:
|
48/64/80
|
|
