MARKETING PRINCIPLES

This course is designed to help students understand the concept, philosophy and role of marketing in the modern business world. The course aims to familiarize students with the processes, methods and techniques of marketing such as strategic business planning, design and marketing process, market research and consumer behaviour, Segmentation, targeting, positioning, the product strategy, pricing, distribution and promotional communications.

Objectives

Upon successful completion of this course , the student should: 1. Have understood the philosophy, basic concepts and principles of marketing and its importance in the operation and business development. 2. Be familiar with all the processes and functions of marketing. 3. Have αacquired the ability to assess appropriate strategies and marketing mix aimed at customer satisfaction. 4. Be able to utilize theoretical knowledge and practice developing marketing plans

Prerequisites

It is not necessary prerequisite course.

Syllabus

1. Introduction, content, subject, definitions, philosophy of Marketing. 2. The micro and macro marketing environment. Analysis. 3. Strategic planning at enterpriselevel. Vision and mission of the company. Analysis of the internal and external environment. Marketing Plan. 4. Marketing Information Systems and market research. 5. Factors influencing consumer behavior. Purchasing decision process. 6. Segmentation, Targeting, Positioning. 7. What is product? Decisions about product mix. Range of products. Branding, packaging, labeingl. Creating new products, launching and reposisioning. 8. Nature and distribution channel systems. Decisions on the form, and management of distribution channels. 9. Promotion Mix. Advertising, sales promotion, public relations, personal selling. 10. Pricing strategies and programs. 11. Life cycle of the product and marketing strategies during the life cycle 12. Peculiarities ofindustrial marketing, services marketing, financial marketing. 13..DigitalMarketing.