Course Period: 2
Year of study: 1
Compulsory Course
The primary educational objective is to:
- apply marketing theory and concepts in real business conditions.
- quantify marketing activities and track the effectiveness of investment in marketing,
- stimulate students' interest in current issues and challenges in marketing.
- lead students to a comprehensive thinking and perception of marketing as part of management decision-making with regard to responsibility towards society.
Brief module description
The module "Marketing management" indicates a change in perspective on marketing management in the process of globalization tendencies and the need to perceive the effects of the marketing environment acting on businesses. Subject monitors new trends in corporate governance and the need for measuring marketing activities, points to the need and necessity of quantifying output and explains their marketing. View extends to marketing mix and its use, the efficiency of individual instruments mix and tracking customer value.
It introduces students to the application of this knowledge in the specific conditions of the market environment. The student thus gaining a comprehensive view of the importance of managing individual marketing concepts in a corporate environment. The course deals with the analysis of the fundamental theories of marketing: marketing environment, market segmentation, the role and importance of individual marketing mix and marketing communication tools. The aim is to obtain a comprehensive view of the importance of managing individual marketing concepts in a corporate environment.
