[PDF] BASICS OF MARKETING - Kauno kolegija

27336_2Basics_of_Marketing_SalesMarketing.pdf Educational Institution: KAUNO KOLEGIJA, University of Applied Sciences

Study programme: Sales and Marketing

BASICS OF MARKETING

Study subject code:

1. Abstract: The aim of the study subject is clear out the concept of marketing and marketing planning. After the

completion of the subject students will be familiar with the principles of consumer behaviour, would know the

marketing planning process, the key concepts of customer-oriented marketing. They would know how to make a

segmentation and to find out the target audience of the market also they would be able to adapt marketing mix

decisions in marketing planning.

2. Volume in credits and hours:

Volume in

credits

Lectures Practical work,

(classes, seminars) hours

Tutorials,

hours

Self-study, hours Total hours Assessment

5 8 32 6 88 134

Project

3. Study subject topics:

No Course content: the topics

Contact work hours

Self-study

Total

hours of academic load Lectures

Practical work

(classes and seminars)

Tutorials

1

The concept of marketing, its aims,

tasks and philosophy. The activities and functions of marketing.

1 2 4 7

2

Marketing mix and its surrounding.

Segmentation and target market

selection.

1 2 2 5

3 The marketing planning. 1 4 8 13

4 The pricing policy. The methods and

strategies of its detection. 1 4 2 7

5 The selection of delivery channel.

The global (international) marketing. 1 6 5 12

6 Promotion: communicational

process, advertising, personal selling, sales promotion, public relations.

1 6 5 12

7 The nature of marketing strategy.

The development of the strategy of

an enterprise marketing and the management of its implementation.

1 4 2 7

8 The regulatory control of marketing 1 4 2 7

Project 6 58 64 Total: 8 32 6 88 134

4. Topics of practical-laboratory work:

Educational Institution: KAUNO KOLEGIJA, University of Applied Sciences

Study programme: Sales and Marketing

1. 1. Selection of Product Marketing Mix for Analysis and Improvement and Presentation

2. Investigation of Microenvironment and its Elements for PEST Product Analysis

3. Product Level Description and Classification, Stock Depth and Width Description, Product Life-Cycle

Determination, Identification of Product Management Strategy

4. Identification and Justification of Product Pricing Aim(S) (Financial and Non-Financial), Description of Demand

and Supply Elasticity, Pricing Method Identification. Identification of Pricing Strategies, Presentation of Pricing

Management Principles

5. Description of Product and Information Channel Flow, Identification of Channel Length and Width, Distribution

System,) Management Strategy Recognition of Channel (s), Main Characteristics of Sales / Service Location;

6. Analysis of Communication Model and Promotion Mix Applied a Product.

5. Self-study assignment: Project - analysis and improvement of the marketing complex of the selected product.

6. Assessment system of the learning achievements summative assessment:

Assessment criteria

Mid-semester tests

Project % Grade/points % Grade/points

50 5.0 50 5.0

Total: 100% = 10 points (final grade)

7. Language of instruction: English

Lecturer coordinating the subject ơơ