LEAB116 Introduction to Marketing (in English)
This course introduces the basics of marketing as a corporate activity and binding unit between market realities and companies’ capacity and competence to satisfy consumers’ needs and to provide value. The structure of marketing is constructed by four fundamental elements – product, price, placement and promotion which are widely treated in the lectures. Along with that the students will become acquainted with market information and analysis on which successful marketing strategy relies on. Some characteristics of the contemporary market environment in BG and worldwide will be discussed also. The students will be involved in their own project to exercise their knowledge and skills in marketing mix management.
проф. Кристиан Банков д-р
Описание на курса:
After this course the students will:
• what marketing is as a managerial activity and what is its evolution;
• which are the four elements of the marketing mix and how they work together for the common corporate objectives;
• what information from the environment is needed for successful marketing management;
• which are the characteristics of the contemporary market environment.
2) be able:
• making market analysis;
• preparing a marketing plan;
• making decisions on marketing mix.
Basic knowledge in economics.
Форми на провеждане:
Език, на който се води курса:
Теми, които се разглеждат в курса:
Литература по темите:
Pride, W. and Ferrell, O.C. (2009), Foundations of Marketing (3rd ed.), Boston/New York: Houghton Mifflin Company;
Kotler, P., Armstrong, G., Saunders, J., and Wong, V. (1999), Principles of Marketing (2nd European ed.), Prentice Hall Europe;
Kotler, Philip, Kartajaya, H. and Setiawan, I. (2010), Marketing 3.0. From Products to Consumers to the Human Spirit, Hoboken, NJ, USA: John Wiley & Sons, Inc;
Kotler, P. and Keller, Kevin L. (2012), Marketing Management (14th Global ed.), Harlow, England: Pearson Education Ltd;
Kurtz, D. L. 2008. Contemporary Marketing. 13ed. Australia/USA/Singapore: South-Western Cengage Learning.
Adams, K. and Ian, B. (2006), An Introduction to Market & Social Research. Planning & Using Research Tools & Techniques, London/Philadelphia: Kogan Page;
Sherrington, M. (2003), Added Value. The Alchemy of Brand-led Growth, UK: Palgrave Macmillan;
Zyman, S. (2000), The End of Marketing as We Know It, New York: HarperBusiness.
Средства за оценяване:
Test - 40%
Paper - 30%
Practical project - 30%