MSME017 Управление на маркетинга


The course has duration of 30 academic hours and encompasses different forms of study:

І. Individual work with training materials

• Working with a reader – reading, experience-based reflection, setting a concept, applying in-bedded assignments, analysis assignments, study of work environments and practices

• Work with science publications and printed sources

• Work with electronic resources

• Development of tutor-marked and assessed written assignment, by any student

• Development of group projects.

ІІ. Interactive group-works and workshops, discussions, class assignments for understanding and skills development/ improvement

• Problem-solving workshops for forming/ development of personal characteristics

• Self-development and virtual discussion and problem-solving groups

• Tutor facilitated on-line and off-line discussions

• Video conference workshops.

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Управление и развитие на човешките ресурси (на английски език)


доц. Мария Иванова  д-р
доц. Надя Маринова  д-р

Описание на курса:


Successful students will:

1) know:

• internal and external clients

• the process of exchange between organization and her clients

• the services importance and their features

• Customer value meaning

• Client role for staff and organization

• the clients decision making process and marketing issues - segmentation and focusing

• how to group the clients into proper segments

• different marketing strategies

• client orientation as a conception

• what are the customer requirements and expectations and what do they receive from the organizations and suppliers

• to describe the product life cycle and how it can be used by the managers

• what is Brand, Value brand, Image brand and why this is important

• why the organization should develop new products constantly

• the meaning of cost, value and price

• pricing as approaches

• the internal and external factors impact to the prices

• what does for clients accessibility mean and how to assure it

• how the proper distribution channel added value for the clients

• internal issues for improving the internal customer satisfaction

2) be able to:

? identify products and/or services served to the clients

? express and to implement segmentation principals

? identify factors impact to the client decision making

? distinguish marketing based on relationships with marketing based on transaction

? explain accessibility of relationship's scale

? explore the 6 market model and to definite the type of relationship

? to develop the personal action plans for increase customer satisfaction

? to distinguish the own and competitors product features

? explore the pricing strategies

? specify the value added process in each department and by any team and team member

? identify varied distribution channels, their advantages and faults

? define different communication audiences

Предварителни изисквания:
Students should have knowledge and/ or skills in:

• English reading/ writing skills

• Computer skills (text-processing, worksheets, Internet and e-mail).

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

  1. 1 Що е клиент? • Увод • Процесът на размяна • Клиенти и заинтересовани страни • Стоки и услуги • Маркетинговият микс Обобщение 2 Кои са вашите клиенти? • Увод • Да разбираме клиентите • Що е сегментиране? • Фокусиране Обобщение 3 Управление на взаимоотношенията • Увод • Взаимоотношения и транзакции • Стълбица на взаимоотношенията • Ползите от маркетинга, основан на взаимоотношенията • Вътрешен маркетинг • Взаимоотношенията в организацията Обобщение 4 Удовлетворението на клиента като цел на планирането • Увод • Ориентиране на клиентите • Удовлетворяване на потребностите • Схема за изготвяне на личен план Обобщение 5 Потребности и желания на клиентите • Увод • Продукти, свойства и ползи • Жизнен цикъл на продукта • Търговски марки, стойност на търговската марка Обобщение 6 Разходи за клиента • Увод • Що е разход? • Цена и стойност • Ценообразуване • Фактори, влияещи върху решенията за ценообразуване • Ценови стратегии • Ценообразуване и оценка на вашата дейност Обобщение 7 Достъпност на продуктите • Увод • Разбиране на достъпността • Канали за дистрибуция – избор на правилната комбинация • Конфликт между каналите за дистрибуция • Партньорство при каналите за дистрибуция • Доставка на вътрешни услуги Обобщение 8 Комуникация с клиентите • Увод • Процесът на комуникация • Външни аудитории • Вътрешни аудитории • Комуникационни средства • Избор на медии Обобщение

Литература по темите:

Adcock, D., Bradfield, R., Halborg, A. and Ross, C. (1995) Marketing Principles and Practice, 2nd edn, London, Pitman.

Berry, L.L. and Parasuraman, A. (1991) Marketing Services: Competing Through Quality, New York, Free Press.

Berry, L.L., Zeithaml, V.A. and Parasuraman, A. (1985) 'Quality counts in services too', Business Horizons, May-June, pp. 44-52.

Bitner, J. (1995) 'Building service relationships: it's all about promises', Journal of the Academy of Marketing Science, Vol. 23, No.4, pp. 246-51.

Borden, N.H. (1964) 'The concept of the marketing mix', Journal of Advertising Research, Vol. 4, June, pp. 2-7.

Brassington, F. and Pettitt, S. (2000) Principles of Marketing, London, Financial Times/Prentice Hall.

Briggs, S. (1997) Successful Tourism Marketing, London, Kogan Page.

Cahill, D. (1996) Internal Marketing: Your Company's Next Stage of Growth, New York, Haworth Press.

Calonius, H. (1988) 'A buying process model' in Blois, K. and Parkinson, S. (eds) Innovative Marketing -A European Perspective, Bradford, European Marketing Academy, University of Bradford, pp. 86-103.

Chapman, D. and Cowdell, T. (1998) New Public Sector Marketing, Financial Times, Pitman Publishing, London.

Co-operative Bank (1997) Strength in Numbers: Our Partnership Approach, a First Report, Manchester, Co-operative Bank.

Customer Loyalty Today (1999) 'Make customers part of the business', 5 April. [accessed 7/11/00]

Customer Loyalty Today (2000) 'Customers ready to swap data for improved service', 1 February. [accessed 7/11/00]

Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (1997) Marketing Concepts and Strategies, Boston, Mass., Houghton Mifflin.

Doyle, P. (1998) Marketing Management Strategy, 2nd edn, Hemel Hempstead, Herts, Prentice Hall Europe.

Economist (1997) 'Hi ho, hi ho, down the data mine we go', 23 August, pp. 55-6.

Fabien, L. (1997) 'Making promises: the power of engagement', Journal of Services Marketing, Vol. 11, No.3, pp. 206-14.

Finkelman, D. and Goland, A. (1990) 'How not to satisfy your customers', McKinsey Quarterly, Winter, pp. 1-13.

Gordon, I. (1998) Relationship Marketing, Ontario, John Wiley & Sons Canada.

Gronroos, C. (1994) 'From marketing mix to relationship marketing', Management Decision, Vol. 32, No.2, pp. 4-20.

Hyman, C. (2000) 'It's crunch time for crisps', The Times (Weekend), 4 March, p. 6.

Jardine, A. (1999) 'Sainsbury's motivating staff to revive image', Marketing, 17 June, p. 3.

Kotler, P. (2000) Marketing Management: The Millennium Edition, New Jersey, Prentice Hall.

Lancaster, G. and Massingham, L. (1999) Essentials of Marketing, 3rd edn, London, McGraw-Hill.

McCarthy, E.J. (1960) Basic Marketing, Homewood, Ill., Irwin.

McDonald, M. and Dunbar, I. (1998) Market Segmentation: How to Do It, How to Profit From It, 2nd edn, London, Macmillan.

Maslow, A.H.-(-1954) Motivation and Personality, New York, Harper & Row. Oldfield, C. (2000) 'It's no joke as Skoda takes off', Sunday nmes (Business), 12 March, p. 3.

Parasuraman, A., Berry, L. and Zeithaml, V.A. (1991) 'Understanding customer expectations of service', Sloan Management Review, Spring, pp. 39-48.

Payne, A., Christopher, M., Clark, M. and Peck, H. (1997) Relationship Marketing for Competitive Advantage, Oxford, Butterworth Heinemann.

Piercy, N. (1997) Market-led Strategic Change, 2nd edn, Oxford, Butterworth Heinemann.

Precision Marketing (2000) 'Britannic Assurance gets single-minded with customers', 31 January. [accessed 8/11/00]

Rakhia, R. (1999) 'Recognising grey matters', Marketing Week, Vol. 22, No. 27, pp. 28-9.

Shostack, G.L. (1977) 'Breaking free from product marketing', Journal of Marketing, Vol. 51, January, pp. 34-43.

Средства за оценяване:

Additional pre-conditions for forming the final score: The final score formed of results of current control and written exam 50/50 %