65-015 Investment marketing
second cycle Master degree study programme Economics and Finance
Course Supervisor: Prof. Tina Vukasović
Content
- Topic 1. Basic concepts of marketing concept and essence of marketing, its objectives, principles and functions. The classic and the modern concept of marketing. Marketing Concepts and stages of their development. The initial marketing idea: need, demand, product market.
- Theme 2: Marketing services. Marketing Concepts. Specifics of marketing services. Products & Services. Unlike goods services. Customer satisfaction with the quality of services. Theories of motivation of human needs: Maslow, D. Mc Klemlanda, F. Herzberg. Socio - economic essence, the process of realization and characterization of models of marketing services. Principles, functions, goals and marketing objectives. Marketing environment: controllable and uncontrollable factors. Plan - a program of marketing activity.
- Theme 3. The market and its particular concept of the market, its characteristics, models, structure and types. Key parameters of the market. Complex marketing: market research; market segmentation; market conditions and competitive factors. The concept of market capacity. Competition and Marketing. Forms and methods of competition with marketing positions. The concept of competition and competitive position. Criteria and methods of market segmentation. Signs and factors used in market segmentation. The value of segmentation for market research. The concept and the search for "niche" market.
- Theme 4. Marketing research Concept marketing research. Requirements and information necessary for studies in marketing. Tasks and direction of marketing research. The organization and procedure for conducting marketing research: cabinet and field studies. Concept and system of marketing information and methods of collection. Types of marketing information: external and internal. Marketing intelligence. Marketing Indicators. Quantitative and qualitative information indicators. Sources of marketing information. Methods of marketing research. Marketing analysis and its sequence.
- Subject 5. Basic concepts of investment marketing investment marketing concept and its features. Objectives and investment marketing objectives. The place and role of marketing investment in the business. Marketing and competitiveness. The marketing audit of the company. Approaches to the study of the nature of the company.
- Subject 6. The practical implementation of investment marketing investment marketing business activities. Target group of the investment business marketing services, investment marketing tools. Levels of use of marketing in the process of mergers and acquisitions of companies. The approaches to the formation of the company's marketing budget. Marketing strategies, the applicability in investment marketing. Strategy during mergers and acquisitions.
- Theme 7. The investment market, its analysis and forecasting. The risks of investment projects. Their recording and analysis. The concept of the investment market. Its structure. The object and purpose of analysis of the investment market. Using the results of the analysis of the investment market. The methodology of calculation of indicators of the state of the investment market. Their economic sense. The concept of investment risk. Types of risks. Methods of analysis of risks during the project implementation. Advantages and disadvantages of methods, applications. Methods to reduce the risks. Risk sharing between the project participants. Risk insurance. Reserve funds for reimbursement of unforeseen expenses in the implementation of the investment project. Consideration of risks in terms of financing of the investment project.
- Theme 8. Valuation of companies. The purpose of assessment - calculation and substantiation of the market value of the enterprise. Types of cost principles for determining the cost factors affecting the value of property technology company valuation (business), a report on the evaluation of the enterprise (business). Basics of financial mathematics in technology assessment: six functions of compound interest. Approaches to the assessment value of the enterprise: the income approach, cost (property) approach, the comparative approach to assessing the value of the enterprise. Valuation of different types of enterprise property: evaluation of the cost of the land, the assessment value of buildings and constructions, assessment of the market value of machinery and equipment. Evaluation of the financial condition of the enterprise: the methods of financial analysis in the evaluation of the enterprise (business), the three main stages of financial analysis.
- Subject 9. Brand and company value. The brand as a competitive advantage of the firm. The concept of "good name" of the firm. How to develop cost estimates for brand development costs. Comparative characteristics of the traditional brand management and brand management, and asset. The business plan for the creation of the brand. The role of the customer in the brand management process. New business orientation: mergers and acquisitions. Integration processes and the transformation of the nature of the company. Vector business development.
- Subject 10. Measuring and evaluating brand asset. The role of the brand as an asset. The concept of an intangible asset. Types of intangible assets. Strategic management of brand assets. The concept of brand management S.Devisa. brand Accounting. Measuring brand, method D. Aaker. Brand equity. Reasons for brand valuation. Expert, costly, and market methods of valuation of the brand, the advantages and disadvantages, application.
- Subject 11. Marketing Strategy: corporate, operational and functional
organization of the development strategy. Types of corporate strategies:
portfolio, growth strategy and competitive. Concept and types of portfolio
strategies. Using targeted and matrix approach, the analysis of the economic
development portfolio in portfolio strategies. Classic circuit matrix
portfolio analysis: BCG Matrix (Boston Consulting Group growth - share
matrix), Matrix Model GE - McKinsey (General Electric - McKinsey & Co.).
The concept of a growth strategy. The matrices used in the growth strategy:
the company's growth matrix I. Ansof based corporate opportunities Matrix
external acquisitions, new growth-share matrix. Competitive strategy: concept,
competition matrix M. Porter, Competitive Advantage Strategy (leadership),
following the strategy of the leader. The content of the functional strategy
of the organization. Justification and a choice of the target market, the
strategy of key consumers, positioning strategy. Operational level as a
tangible expression of corporate strategies. Types of operational strategies:
a commodity, price and service strategy.