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Marketing

Marketing. Course Information. mgr Elżbieta Szczepaniak. Lecturer and course information. Chair of Microe conomics – room RA10 8 mail: e szczepaniak @ wsiz.rzeszow.pl consultations: Wednesdays 12:00-13:00 course materials available at: wsiz.rzeszow.pl/ kadra /e szczepaniak.

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Marketing

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  1. Marketing Course Information mgr Elżbieta Szczepaniak

  2. Lecturer and course information • Chair of Microeconomics – room RA108 • mail: eszczepaniak@wsiz.rzeszow.pl • consultations: Wednesdays 12:00-13:00 • course materials available at:wsiz.rzeszow.pl/kadra/eszczepaniak

  3. Courseinformation • Lecture - 20 hours • RecitationClass - 20 hours • Project

  4. Course requirements - lecture • 2 exams (mid-term and finalexam) • Each exam will consist of: • open question (examplequestionsinpresentations) • multiple choice test questions • attendance is not taken into consideration for final marks

  5. Course overview • Basic Concepts of Marketing • Marketing Environment • Consumer Markets and Consumer Buyer Behaviour • Business Markets and Business Buyer Behaviour • Segmentation, Targeting and Positioning • Product, Services and Branding Strategies • New-Product Development and Product Life-Cycles Strategies • Pricing Strategies • Marketing Channels • Advertising, Sales, Promotion and Public Relations

  6. Recitation class • Case studies, tasks, discussions - 20% • Final test (lastclasses)– 50% • Project – part of finalrecitationclassmark– 30%

  7. Project info • Project = marketing plan • Submission deadline: 31.01.2014 • Projects will be evaluated on the basis of the content, layout and delivery punctuality. • Projects will be negativelyevaluatedif: • deliveredafterdeadline • copiedfrominternetorothersources • prepared not inaccordancewithguidelines • Failedproject = failedrecitationclasses • Obligatory ADF

  8. Marketing plan - contents • Executive summary • Current marketing situation • Market description • Product review • Competitive review • Channels and logistics review • SWOT analysis • Objectives & issues • Marketing strategy (positioning, product, pricing, distribution, communications, research, organization • Budgets

  9. ADF requirements • Start new topic with names of team members • Post information about chosen business type • Upload marketing plan before the deadline

  10. Coursebooks Essential course book: P. Kotler, G. Armstrong Principles of Marketing Prentice-Hall Other course books available in the library: • E. Jerome McCarthy, William D. Perreault Basic marketing: a global managerial approach Irwin, 1993 • Courtland L. Bovée, John V. Thill Marketing McGraw-Hill, 1992 • W.G. Leader, N. Kyritsis Fundamentals of marketing Stanley Thornes Publishers, 1995 • F. Robert Dwyer, John F. Tanner, Business marketing : connecting strategy, relationships and learning McGraw-Hill, 2009

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