Marketing

1. Marketing - introductory notions - The concept of marketing
2. Marketing - introductory notions - Marketing functions; Increasing the importance of marketing
3. The company's marketing environment - Macromedia
4. The company's marketing environment - Microenvironment
5. Enterprise market The notion of market; The size of the enterprise market;
6. The market of the enterprise The notion of market; Enterprise market size
7. Product policy: Product definition; Product classification; Product lines and ranges
8. Product policy: Product life cycle, New products, Brand, Product strategies
9. Product policy: Brand, Product strategies
10. Price policy: The concept of price; Ways to determine the price; Pricing strategies
11. Distribution policy: Distribution - concept and content; Distribution channels
12. Distribution policy: Forms of distribution; Distribution strategies
13. Promotion policy: Communication; The structure of the promotional activity
14. Promotion policy: Promotional strategies

According to the requirements imposed by the labor market, the course will provide students with the necessary possibilities and skills to perform an analysis and interpretation of marketing phenomena and processes; to simulate, analyze and interpret the stages of a marketing plan; to analyze the components of the marketing mix.