Course Code: ECTS124 • Study year: I • Academic Year: 2024-2025
Domain: Business Administration • Field of study: Economy of services, tourism and commerce
Type of course: Compulsory
Language of instruction: Romanian
Erasmus Language of instruction: English
Name of lecturer: Andreea Cipriana Muntean
Seminar tutor: Ruxandra Lazea
Form of education Full-time
Form of instruction: Class / Seminary
Number of teaching hours per semester: 42
Number of teaching hours per week: 3
Semester: Summer
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 5

Course aims:

The study of the discipline will provide students with knowledge and skills in the field of marketing that will help them to make viable decisions in different situations regarding the marketing mix.
Defining and applying by the student some key concepts related to the company's marketing environment,
Defining and applying by the student some key concepts related to the company's market and the marketing mix.

Course Entry Requirements:


Course contents:

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

Teaching methods:

Lecture, discussions, examples

Learning outcomes:

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.

Learning outcomes verification and assessment criteria:

written exam 70%, project 30%

Recommended reading:

Blythe, J., Esenţialul în marketing, Rentrop&Straton, Bucureşti, 2005, Rentrop&Straton, Bucurestii, 2005, 304.
McDonald, M.,, Planificarea de marketing prin exemple, Ed. C.H. Beck, Bucureşti, 2010, Ed. C.H. Beck,, Bucurestii, 2010, 200.
Kotler, Ph., Kotler despre marketing. Cum să creem, cum să câştigăm şi cum să dominăm pieţele, Editura CURIER MARKETING, Bucureşti, 2003, Editura CURIER MARKETING, Bucurestii, 2003, 200.