1. The Market as a basis of marketing. Types of demand. Competitive business concepts.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Types of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection.
7. Product as an element of marketing mix. Product attributes. Product branding. Types and functions of product packaging.
8. The product's life cycle. New product development. Stages of product life.
9. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
10. Distribution strategies. Distribution systems. Vertical marketing systems.
11. Price as an element of marketing mix. Types of pricing programs (cost, market, competitive).
12. Pricing strategies. Price determination of new products. Pricing strategies for substitutes and complements.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy.Marketing communication mix. Advertisement. Sales promotion.
2. Marketing environment. Macroenvironment, mid-environment and microenvironment.
3. Information support of marketing. Types of information. Marketing research. Research methods.
4. Consumer behavior. Sequential model. Black box model. Types of shopping situation.
5. Market Segmentation. Segmentation criteria. Segmentation process. Target marketing. Positioning.
6. Introduction to the marketing mix. Elements of marketing mix and their interconnection.
7. Product as an element of marketing mix. Product attributes. Product branding. Types and functions of product packaging.
8. The product's life cycle. New product development. Stages of product life.
9. Distribution as an element of marketing mix. Direct and indirect distribution. Distribution channel. Wholesale and retail functions.
10. Distribution strategies. Distribution systems. Vertical marketing systems.
11. Price as an element of marketing mix. Types of pricing programs (cost, market, competitive).
12. Pricing strategies. Price determination of new products. Pricing strategies for substitutes and complements.
13. Marketing communication as an element of marketing mix. Integrated marketing communication.
14. Marketing communication strategy.Marketing communication mix. Advertisement. Sales promotion.