1 / 10


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.

Télécharger la présentation


An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.


Presentation Transcript

  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

More Related