Marketing and Public Relations 2500-PL-PS-SP11-02
Seminar (SEM) Summer semester 2022/23

Activity classes 30%

Final pass 70%

1. Principles and instruments of the company's marketing activities

- Determining the place (role) of marketing in the functioning of the company

- marketing definition

- basic marketing instruments

- principles of marketing orientation

- other concepts of marketing activities

- sequence of marketing decisions in the enterprise

2. Segmentation

- STP procedure

- Segmentation:

- Identification of criteria, segmentation, determination of market profiles

3. Selection of the target market

- Assessment of the attractiveness of market segments

- Segment profitability assessment

- Choice of market service concept

4. Positioning

- differentiation instruments,

- positioning process

5. Product

- Product concept

- Product types

- Basic product decisions

- Creating a market assortment

- Individual product attributes

6. Distribution

- Distribution system design:

- determinants and effects of choosing distribution channels,

- length determination,

- determining the width of the distribution channel

- Direct and indirect distribution

- Types of commercial intermediaries

7. Price

- The concept and types of prices

- Determinants of price decisions

- Basic price calculations

- Price positioning

- Deviations from the basic price

8. Standard forms of promotion

9. Non-standard forms of promotion

10. Public Relations

- Introduction to Public Relations

- Organizing Public Relations activities

- Publiciti

- Sponsorship

- Shaping corporate identity

- Internal communication and with partners

- Lobbying

- Solving crisis situations

11-15. Marketing project

Case study will be solved based on the literature on the subject