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Principles of Marketing (UD)

Goals

- 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.

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
17. Sustainable marketing and sustainable brands
18. Technology-based marketing

Contacts

Barbara Culiberg

Office hours

Wednesday at 11:30

room P-329

Business portrait of Barbara Culiberg in the library of the School of Economics and Business in October 2024, with a round window and shelves full of books in the background

Tomaž Kolar

Office hours

Tuesday at 13:30

room P-341

Business portrait of Tomaž Kolar in the library of the School of Economics and Business in October 2024, with a round window and shelves full of books in the background

Maja Konečnik Ruzzier

Office hours

Wednesday at 13:30

room P-333

Business portrait of Maja Konečnik Ruzzier in the green atrium of the School of Economics and Business on a sunny day in June 2024