SHEB401 Принципи на маркетинга

Анотация:

Marketing is the business activity that identifies developing and changing marketing needs and designates market segments. The company can appeal to effectively, develop products and services that satisfy the needs of target customers and prices, and promote and use the most appropriate channels to make these products and services available.

Marketing activities have apparently not changed. However, the environment in which marketing is practiced has changed considerably in the past two decades. Fierce competition, very short product life cycles, global markets, and the Internet and its applications create a very challenging environment for today’s enterprises, where marketing has become indispensable. This unit provides a good understanding of all the main concepts of marketing in the contemporary environment.

This unit aims to:

Provide students with knowledge of the fundamental marketing theories and concepts.

Demonstrate contemporary issues in marketing

Develop skills in identifying, analyzing, and solving marketing problems

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Бизнес икономика (съвместна програма с университета в Йорк)

Преподавател(и):

 Aggeliki Papakonstantinou  
доц. Надежда Димова  д-р
гл. ас. Димитър Трендафилов  д-р
 Силвана Миленова  

Описание на курса:

Компетенции:

Students who complete this course:

1) will know:

- To have an understanding of the marketing mix

- To deal with marketing situations

- To recognize the interrelation of the 4 and 7 Ps

- To understand the importance of branding

2) will be able to:

- To conduct basic marketing research (collect mainly secondary data)

- To distinguish the characteristics of services

- To develop their presentation skills


Предварителни изисквания:
Basic knowledge in management

Форми на провеждане:
Редовен

Учебни форми:
Лекция

Език, на който се води курса:
Български

Теми, които се разглеждат в курса:

  1. Applying Marketing Concepts
  2. Value through Products and Brands
  3. Value through Services, Relationships, and Experiences
  4. Integrated Marketing Communications 1: Mass Communications Techniques
  5. Distribution strategies
  6. Value through pricing
  7. Marketing management
  8. Students’ presentation

Литература по темите:

Jobber, D. and Fahy, J. (2015) Foundations of Marketing. 5th ed. London, McGraw Hill

• Chatterjee, S.C. et al (2005) Are trusted brands important? Marketing Management Journal, 15(1), p. 1-16.

• Ulrich, D. and Smallwood, N. (2007) Building a Leadership Brand. Harvard Business Review, 85(7/8), p. 93-100.

• Grebosz, M. (2012) The Outcomes of the Co-branding Strategy. Chinese Business Review, 11 (9), p. 823-829

• Balmer, J., Stuart, H. and Greyser, S. (2009) Aligning identity and Strategy: Corporate Branding at British Airways in the late 20th century. California Management Review, 51 (3), p. 6-23.

• Rizzi, P. and Dioli, I. (2010) Strategic planning, place marketing and city branding: The Italian case. Journal of Town & City Management, 1(3), p. 300–317.

• Trueman, M., Cornelius, N and Wallace, J. (2011) Building brand value online: exploring relationships between company and city brands. European Journal of Marketing, 46 (7/8), p. 1013-1031.