Fundamentals of marketing
Syllabus
Basic information
- Field of study*
- International Economic Relations
- Specialisation
- -
- Organizational unit
- UEP
- Level of qualification
- First-cycle programme
- Mode of study
- Full-time
- Track
- General academic
- Didactic cycle
- 2020/2021
- Subject code
- UEPMSGS.12B.200.20
- Language of instruction
- Polish
- Mandatory
- Obligatory
- Block
- Block B
|
Period
Semester 2
|
Method of evaluation
Exam
Activities and hours
|
Number of ECTS points
6
|
Subject’s educational aims
| C1 | To familirize and understand by the students the concept of marketing-orientation of companies and the role of marketing at various levels of the company's strategy |
| C2 | To familiarize students with the differences between B2C and B2B marketing and assumptions of relationship marketing |
| C3 | To familiarize and understand by the students the essence of marketing planning and management |
| C4 | To familiarize students with the concept of marketing mix and the management of all elements of marketing mix (product, promotion, place, price) |
Entry requirements
Student knows the basic principles of a market economy and has the ability to work individually and in the group
Subject's learning outcomes
| Code | Outcomes in terms of | Effects | Examination methods |
| Knowledge | |||
| W1 | Student is able to set goals and means of company's marketing strategies | K1_W01, K1_W02, K1_W05, K1_W14, K1_W15 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| W2 | Student knows the differences between B2B and B2C marketing and the assumptions of relationship marketing | K1_W01, K1_W02, K1_W05, K1_W14 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| W3 | The student knows the assumptions of marketing planning and management | K1_W01, K1_W02, K1_W05, K1_W14 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| W4 | The student knows the tools of the strategy of product (including the brand of the product), promotion, distribution and pricing | K1_W01, K1_W02, K1_W05, K1_W14 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| Skills | |||
| U1 | Student has the ability to prepare the basic assumptions of marketing plan | K1_U01, K1_U02, K1_U06 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| U2 | Student is able to prepare customer segmentation | K1_U01, K1_U02, K1_U06 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| U3 | Student is able to create the activities in the field of all elements of the marketing mix | K1_U01, K1_U02, K1_U06, K1_U09 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| U4 | The student has the ability to present own position regardingthe marketing strategies | K1_U13 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| Social competences | |||
| K1 | The student develops the ability to think creatively | K1_K04 | Written exam with open questions, Final test, Class participation, Group project / Group work |
| K2 | The student is oriented on group work | K1_K03 | Class participation, Group project / Group work |
Study content
| No. | Course content | Subject's educational goals | Subject's learning outcomes |
| 1. | Marketing - introduction. The essence and scope of companies' marketing orientation | C1 | W1, U3, U4, K1, K2 |
| 2. | Marketing transformation of companies. External and internal marketing | C1, C2 | W2, W3, U2, U4, K1, K2 |
| 3. | Marketing mix versus relationship marketing | C1, C2, C3 | W1, W2, W3, W4, U3, U4, K1, K2 |
| 4. | The essence of a marketing plan | C3 | W3, U1, K1, K2 |
| 5. | Segmentation and customer behaviour | C3, C4 | W3, W4, U2, U3, U4, K1, K2 |
| 6. | Product strategy | C3, C4 | W3, W4, U3, U4, K1, K2 |
| 7. | Branding strategy | C3, C4 | W3, W4, U3, U4, K1, K2 |
| 8. | Promotion strategy | C1, C3 | W1, W3, W4, U2, U3, U4, K1, K2 |
| 9. | Distribution strategy | C3, C4 | W3, W4, U3, U4, K1, K2 |
| 10. | Pricing strategy | C3, C4 | W3, W4, U3, U4, K1, K2 |
| 11. | Customer Loyalty | C1, C3, C4 | W1, W3, W4, U3, U4, K1, K2 |
Bibliography
Obligatory- H. Mruk, B. Pilarczyk, H. Szulce, „Marketing – koncepcje, strategie, trendy”, Wydawnictwo Akademii Ekonomicznej w Poznaniu, Poznań 2015
- A. Dymitrowski, A. Hauke-Lopes, Ł. Małys, M. Ratajczak-Mrozek, "Podstawy marketingu. Zadania i studia przypadków", Materiały Dydaktyczne nr 317, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2016
- K. Fonfara, „Marketing partnerski na rynku przedsiębiorstw”, PWE, Warszawa 2014
- „Marketing na rynku instytucjonalnym”, red. T. Gołębiowski, PWE , Warszawa 2003
- Ph. Kotler, K.L. Keller, "Marketing", Rebis, 2012
Course advanced
Teaching methods:
Text analysis, Project method, Brainstorming, Lecture with multimedia presentation, Discussion, Case study, Exercises
| Teaching methods | Method of evaluation | Credit conditions |
|---|---|---|
| Classes | Final test, Class participation, Group project / Group work | Written tests, tasks to be solved during classes, group project |
| Lectures | Written exam with open questions | Egzamin pisemny, pytania otwarte |
Calculation of ECTS points
| Activity form | Activity hours* | |
| Participation in classes | 30 | |
| Participation in lectures | 30 | |
| Preparation for exam | 25 | |
| Participation in the exam | 2 | |
| Preparation for test | 20 | |
| Paper preparation | 25 | |
| Preparation for classes | 20 | |
| Data collection | 10 | |
| Student workload |
Hours
162
|
ECTS
6.0
|
| Workload involving teacher |
Hours
62
|
ECTS
2.0
|
| Practical workload |
Hours
30
|
ECTS
1.0
|
* one hour of classes = 45 minutes