Introduction to Marketing

Aims of the course

- To develop basic knowledge about marketing as a business concept and as an activity in the company.
- To impart the feeling what is a market-oriented company which aims to fulfil customer expectations better than the competitors.
- To develop competences for integration of marketing elements into a harmonious integrity.
- To impart to students the need for careful monitoring of competitive business environment and for own positive attitude toward changes.
- To accustom students to a team work and to the application of the acquired knowledge for concrete problem solving.

Course syllabus

1. Marketing in the modern firm and main marketing concepts
2. Customer value, satisfaction and loyalty
3. Strategic marketing process and plan
4. Challenges and adaptations of marketing in the 21st century
5. The marketing environment
6. The marketing research
7. Forecasting and measuring demand
8. Consumer behavior
9. Target marketing - segmentation, targeting and positioning
10. Product, service and other entities
11. Product/entity life cycle and development of new products/entities
12. Brands
13. Price
14. Marketing channels
15. Marketing communications - advertising, sales promotion, public relations
16. Marketing communications - personal selling, direct marketing, word of mouth marketing, interactive marketing

Course director(s)

  • Office Hours
  • Wednesday at 10:30 in P-323
  • Tomaž Kolar, PhD, Full Professor

  • Academic Unit for Marketing (Regular Member)
  • Academic Unit for Entrepreneurship (Associate Member)
  • Academic Unit for Management and Organisation (Associate Member)
  • Office Hours
  • Tuesday at 13:30 in P-341
  • Office Hours
  • Wednesday at 13:30 in P-333
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