Introduction to Marketing (PD)

- To develop a basic knowledge about marketing as a business concept and as an activity within the company.
- To develop an understanding of what it means to be a market-oriented company that strives to meet customer expectations better than the competitors while adhering to ethical principles.
- 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 fostering a positive attitude towards change.
- To accustom students to a team work and to the application of the acquired knowledge for concrete problem solving.

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: Digitization, artificial intelligence, sustainability marketing
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