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.
-
-
-
-

Course Entry Requirements:

-

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:

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