7.3.6 MY 2403 Marketing management

Objectives and Content

The students will understand factors affecting the consumer and purchasing behaviour. They will be able to segment the market and master the competitive practices of customer oriented marketing.

The students will recognize the significance of marketing communication in familiarizing the customers with the enterprise and its service products. The students will become acquainted with the means of marketing communication and will learn how to compare different communication options. The student will know the possible objects of marketing research as well as the most essential methods and stages in framing the study. The students will also be able to make good use of the information obtained from marketing research.

The students will be able to analyze the service process and marketing of the enterprises and plan a project beneficial to professional life in cooperation with the producers of service processes, participating in the realization and evaluation of the project as a responsible member of the team.

Prerequisites
First year’s studies successfully completed

Method
Lectures, assignment, exam

Term
4

Assessment
1-5

Credits
6ECTS