1. The Market as a basis of marketing. Types of demand. Competitive business concepts. Actual marketing trends.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Marketing information system. Types and sources of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation. Roles of consumer in decision process.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection. Marketing mix models.
7. Product as an element of marketing mix. Total product concept. Product attributes. Product analysis and strategies.
8. New product development. The product's life cycle. Stages of product life cycle.
9. Price as an element of marketing mix. Price policy. Price determination process. Methods of pricing.
10. Pricing strategies. Price adjustment to market conditions. Product-mix pricing.
11. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
12. Distribution strategies. Distribution systems. Physical distribution.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy. Marketing communication mix. Marketing communication trends.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Marketing information system. Types and sources of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation. Roles of consumer in decision process.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection. Marketing mix models.
7. Product as an element of marketing mix. Total product concept. Product attributes. Product analysis and strategies.
8. New product development. The product's life cycle. Stages of product life cycle.
9. Price as an element of marketing mix. Price policy. Price determination process. Methods of pricing.
10. Pricing strategies. Price adjustment to market conditions. Product-mix pricing.
11. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
12. Distribution strategies. Distribution systems. Physical distribution.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy. Marketing communication mix. Marketing communication trends.