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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