Course purpose

• Develop basic marketing knowledge and use of marketing as business concept and organisation’s activity.

Content (Syllabus outline)

• Development and definition of marketing.
• Basic marketing concepts.
• Market environment: analysis of internal and external environment.
• Consumer behavior in the purchase decision-making process: definition, the factors that influence the consumer behavior in the purchase decision-making process, changes in consumer behavior as a result of events in the environment (economic crisis, covid-19 pandemic, price increases on the market for motor fuels, food products...).
• Market research: market research process.
• Segmentation and pozitioning.
• Defining ''user persona'': the process of defining and approach to defining the ''user persona''.
• Marketing mix: product, price, distribution, promotion.
• Brand: basic concepts and brand management.
• Digital marketing and digital trends in marketing.
• Ethical dimensions in marketing.