Fundamentals of marketing

Syllabus

Basic information

Person responsible for the content of the syllabus

Łukasz Małys

Period

Semester 2

Method of evaluation

Exam

Activities and hours

Number of ECTS points

C1	N/A : Familiarise students with the essence and basic marketing functions
C2	N/A : Familiarise students with the most important marketing tools
C3	N/A : Develop the skills of taking into account the needs and behaviour of buyers when planning marketing activities

brak

Code	Outcomes in terms of	Effects	Examination methods
Knowledge
W1	N/A : The student organizes and characterizes the most important marketing functions	K1_W04, K1_W07	Written exam, Written exam with open questions
W2	N/A : Student can identify marketing tools which may help to solve specific problems	K1_W04, K1_W07	Written exam, Written exam with open questions
W3	N/A : Student explains the most important marketing-mix strategies	K1_W04, K1_W07	Written exam, Written exam with open questions
Skills
U1	N/A : The student uses marketing tools to analyze the environment and the potential of the company	K1_U01, K1_U06	Written exam with open questions, Group project / Group work, Presentation
U2	N/A : The student plans and performs simple consumer research on the product, brand and price	K1_U01, K1_U06	Group project / Group work
U3	N/A : Student creates a marketing plan	K1_U03, K1_U04	Group project / Group work
Social competences
K1	N/A : Students prepare a marketing presentation in a team	K1_K01	Group project / Group work, Presentation

No.	Course content	Subject's educational goals	Subject's learning outcomes
1.	N/A : Marketing concept and functions	C1	W1
2.	N/A : Consumer behaviour	C1, C3	W1
3.	N/A : Market segmentation	C1	W2
4.	N/A : Marketing-mix concept	C2	W3, U3
5.	N/A : Product Life Cycle	C2	W2, U1
6.	N/A : Product portfolio management	C2	W2, W3, U1
7.	N/A : Marketing research of a product	C3	U2, K1
8.	N/A : Brand management	C2	W2, U1
9.	N/A : Marketing research of a brand	C3	U2, K1
10.	N/A : Promotion mix – advertising and PR	C2	W2, W3
11.	N/A : Promotion-mix – sales promotion, personal selling and direct marketing	C2	W2, W3
12.	N/A : Promotion management	C2	W2, U1, U3
13.	N/A : Pricing strategies	C2	W2, W3
14.	N/A : Marketing research of prices	C3	U2, K1
15.	N/A : Distribution strategy	C2	W2, W3

Obligatory

"Principles of Marketing (17th Edition)", Ph. Kotler, G. Armstrong, 2017
Principles of Marketing (3rd Edition) By: Frances Brassington and Stephen Pettitt Publisher: UK: Pearson Education, 2006
Fundamentals of Marketing, Autor Edward Russell, Bloomsbury Publishing, 2009

Recommended

Marilyn A. Stone, John Desmond, Fundamentals of Marketing, Taylor & Francis Ltd, Routledge Publication 2006
Iwan Setiawan, Hermawan Kartajaya , Philip Kotler, Marketing 4.0, 2016
Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know by Philip Kotler, Wiley & Sons 2003

Project method, Conversation lecture, Lecture with multimedia presentation, Discussion, Game, Case study, Exercises

Teaching methods	Method of evaluation	Credit conditions
Lectures	Written exam, Written exam with open questions
Classes	Group project / Group work, Presentation

Activity form	Activity hours*
Participation in lectures	15
Participation in classes	30
Project preparation	40
Preparation of multimedia presentation	5
Preparation for exam	10
Preparation for classes	5
Consultations with teacher	15

Student workload	Hours 120	ECTS 4.0
Workload involving teacher	Hours 60	ECTS 2.0
Practical workload	Hours 70	ECTS 2.5

* one hour of classes = 45 minutes