Marketing (English version)

Marketing (market) orientation. The role of marketing in integrating all activities focused on increasing organization's competitiveness and value proposition attractiveness. Environment influence on companies' and other organizations' effectiveness and efficiency. Marketing information system application in determining target markets, offers' positioning and a range of instruments aimed at achieving marketing objectives. Designing a marketing plan - a practical approach. When discussing marketing activities, the issue of social responsibility is taken into account, as well as the use of the Internet to conduct these activities.

The aim of the course is to provide knowledge about the basic marketing concepts and tools that are a key element of modern company management. This knowledge will be supported by numerous examples from the market and by activities carried out during the course. They will help students acquire practical skills in the area of marketing, including analysis of the environment, selection of the target group, offer positioning, as well as proposing specific solutions in the area of brand and product management, pricing, distribution policy, and creating a communication campaign.

Literatura podstawowa:

Ph. Kotler, G. Armstrong, Principles of Marketing, Pearson International Edition, Prentice Hall, editions: 2008 or 2010.

Literatura uzupełniająca:

S. G. Dacko, "The advanced dictionary of marketing: putting theory to use", Oxford, New York, Oxford University Press, 2008.

W. J. Hauser, D. M. Lewison, "Marketing in the 21st century.Vol. 2, Interactive and multi-channel marketing", Westport, London, Praeger, 2007.

Ph. Kotler, J. A. Caslione, "Chaotics: the business of managing and marketing in the age of turbulence", New York, American Management Association, 2009.

Evaluation criteria

Traditional Written Exam (some open questions): 50.00%

Other (activity (e.g. tasks, discussion)): 15.00%

Projects (project work): 35.00%

The threshold percentage of absences (excluding lectures)

defined as the proportion of class hours beyond which the achievement of learning outcomes is deemed unattainable: 50%

Detailed passing conditions:

The project work should concern the assumptions of the marketing plan for the new venture. These assumptions should include:

a) introduction (managerial summary),

b) analysis of the company's situation,

c) market objectives,

d) market segmentation and selection of the target market,

e) offer positioning,

f) product, packaging and brand policy,

g) pricing policy,

h) distribution policy,

i) marketing communication (promotion) policy,

j) final conclusions.

The project work should be prepared in teams, but in special situations the instructor may allow work prepared individually (e.g. in the case of passing the subject in an individual mode).

With the permission of the instructor, in the case of an excused absence that does not exceed the established absence limit, activity points can be earned by solving tasks or answering questions posed by the instructor.

Marketing (market) orientation. The role of marketing in integrating all activities focused on increasing organization's competitiveness and value proposition attractiveness. Environment influence on companies' and other organizations' effectiveness and efficiency. Marketing information system application in determining target markets, offers' positioning and a range of instruments aimed at achieving marketing objectives. Designing a marketing plan - a practical approach. When discussing marketing activities, the issue of social responsibility is taken into account, as well as the use of the Internet to conduct these activities.

The aim of the course is to provide knowledge about the basic marketing concepts and tools that are a key element of modern company management. This knowledge will be supported by numerous examples from the market and by activities carried out during the course. They will help students acquire practical skills in the area of marketing, including analysis of the environment, selection of the target group, offer positioning, as well as proposing specific solutions in the area of brand and product management, pricing, distribution policy, and creating a communication campaign.

Literatura podstawowa:

Ph. Kotler, G. Armstrong, Principles of Marketing, Pearson International Edition, Prentice Hall, editions: 2008 or 2010.

Literatura uzupełniająca:

S. G. Dacko, "The advanced dictionary of marketing: putting theory to use", Oxford, New York, Oxford University Press, 2008.

W. J. Hauser, D. M. Lewison, "Marketing in the 21st century.Vol. 2, Interactive and multi-channel marketing", Westport, London, Praeger, 2007.

Ph. Kotler, J. A. Caslione, "Chaotics: the business of managing and marketing in the age of turbulence", New York, American Management Association, 2009.

Evaluation criteria

Traditional Written Exam (some open questions): 50.00%

Other (activity (e.g. tasks, discussion)): 15.00%

Projects (project work): 35.00%

The threshold percentage of absences (excluding lectures)

defined as the proportion of class hours beyond which the achievement of learning outcomes is deemed unattainable: 50%

Detailed passing conditions:

The project work should concern the assumptions of the marketing plan for the new venture. These assumptions should include:

a) introduction (managerial summary),

b) analysis of the company's situation,

c) market objectives,

d) market segmentation and selection of the target market,

e) offer positioning,

f) product, packaging and brand policy,

g) pricing policy,

h) distribution policy,

i) marketing communication (promotion) policy,

j) final conclusions.

The project work should be prepared in teams, but in special situations the instructor may allow work prepared individually (e.g. in the case of passing the subject in an individual mode).

With the permission of the instructor, in the case of an excused absence that does not exceed the established absence limit, activity points can be earned by solving tasks or answering questions posed by the instructor.

Marketing (market) orientation. The role of marketing in integrating all activities focused on increasing organization's competitiveness and value proposition attractiveness. Environment influence on companies' and other organizations' effectiveness and efficiency. Marketing information system application in determining target markets, offers' positioning and a range of instruments aimed at achieving marketing objectives. Designing a marketing plan - a practical approach. When discussing marketing activities, the issue of social responsibility is taken into account, as well as the use of the Internet to conduct these activities.

The aim of the course is to provide knowledge about the basic marketing concepts and tools that are a key element of modern company management. This knowledge will be supported by numerous examples from the market and by activities carried out during the course. They will help students acquire practical skills in the area of marketing, including analysis of the environment, selection of the target group, offer positioning, as well as proposing specific solutions in the area of brand and product management, pricing, distribution policy, and creating a communication campaign.

Literatura podstawowa:

Ph. Kotler, G. Armstrong, Principles of Marketing, Pearson International Edition, Prentice Hall, editions: 2008 or 2010.

Literatura uzupełniająca:

S. G. Dacko, "The advanced dictionary of marketing: putting theory to use", Oxford, New York, Oxford University Press, 2008.

W. J. Hauser, D. M. Lewison, "Marketing in the 21st century.Vol. 2, Interactive and multi-channel marketing", Westport, London, Praeger, 2007.

Ph. Kotler, J. A. Caslione, "Chaotics: the business of managing and marketing in the age of turbulence", New York, American Management Association, 2009.

Marketing (market) orientation. The role of marketing in integrating all activities focused on increasing organization's competitiveness and value proposition attractiveness. Environment influence on companies' and other organizations' effectiveness and efficiency. Marketing information system application in determining target markets, offers' positioning and a range of instruments aimed at achieving marketing objectives. Designing a marketing plan - a practical approach. When discussing marketing activities, the issue of social responsibility is taken into account, as well as the use of the Internet to conduct these activities.

The aim of the course is to provide knowledge about the basic marketing concepts and tools that are a key element of modern company management. This knowledge will be supported by numerous examples from the market and by activities carried out during the course. They will help students acquire practical skills in the area of marketing, including analysis of the environment, selection of the target group, offer positioning, as well as proposing specific solutions in the area of brand and product management, pricing, distribution policy, and creating a communication campaign.

Literatura podstawowa:

Ph. Kotler, G. Armstrong, Principles of Marketing, Pearson International Edition, Prentice Hall, editions: 2008 or 2010.

Literatura uzupełniająca:

S. G. Dacko, "The advanced dictionary of marketing: putting theory to use", Oxford, New York, Oxford University Press, 2008.

W. J. Hauser, D. M. Lewison, "Marketing in the 21st century.Vol. 2, Interactive and multi-channel marketing", Westport, London, Praeger, 2007.

Ph. Kotler, J. A. Caslione, "Chaotics: the business of managing and marketing in the age of turbulence", New York, American Management Association, 2009.