Course aims:

The aim of course is to demonstrate the role of marketing in the company and to explore the relationship of marketing to other functions in a company.
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Course Entry Requirements:

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Course contents:

1. Marketing concept 2. Marketing environment of a company 3. The company’s market 4. Product strategy 5. Price strategy 6. Placement strategy 7. Promotional strategy

Teaching methods:

Lecture, Discussions, Simulation

Learning outcomes:

• Make marketing decisions in the context of general management. • Control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing—to satisfy customer needs profitably. • Use this knowledge in elaborating a Marketing plan for a company.

Learning outcomes verification and assessment criteria:

Written test examination - 70%, Verification during the semester- 30%.

Recommended reading:

Kenneth L., CASES IN MARKETING MANAGEMENT / BERNHARDT, -, -, 1997, -.
Jim BLYTHE, ESSENTIALS OF MARKETING, -, -, 2001, -.
Marilyn A., FUNDAMENTALS OF MARKETING / STONE, -, -, 2007, -.