Marketing Management
Informacje ogólne
Kod przedmiotu: | 2600-ERSM1MAR |
Kod Erasmus / ISCED: | (brak danych) / (brak danych) |
Nazwa przedmiotu: | Marketing Management |
Jednostka: | Wydział Zarządzania |
Grupy: |
Przedmioty dla studentów ERSAMUS na Wydziale Zarządzania UW w semestrze letnim Przedmioty dla studentów ERSAMUS na Wydziale Zarządzania UW w semestrze zimowym |
Punkty ECTS i inne: |
4.00
|
Język prowadzenia: | angielski |
Rodzaj przedmiotu: | fakultatywne |
Skrócony opis: |
(tylko po angielsku) Course objectives: showing the major decisions that marketing managers face in their efforts to balance the organization’s objectives and resources against needs and opportunities in the marketplace. This course tries to show a new approach to marketing management based on strategies for growing customer value and profitability. |
Pełny opis: |
(tylko po angielsku) Topics Readings 1. & 2. Understanding Marketing Management • Defining marketing • Core marketing concepts • Company orientations toward the marketplace • Marketing management process - definition • Elements of marketing management process P.Kotler - Ch. 1 & 4 Case 1: 3. Analyzing Marketing Opportunities - Customer Analysis • types of customers • the business market versus the consumer market • decision - making unit • types of buying behavior • stages of the buying decision process • factors Influencing buying behaviour customer value P.Kotler - Ch. 7 & 8 4. Analyzing Marketing Opportunities - Measuring and Forecasting Market Demands • estimating market potential • estimating industry sales and market share • estimating future demand P.Kotler - Ch. 5 5. & 6. Analyzing Marketing Opportunities - Competitors and SWOT Analysis • analyzing competitors (identifying the company’s competitors, product/ market battlefield, assessing the competitors strengths and weaknesses) • SWOT analysis (strengths and weaknesses, opportunities and threats) P.Kotler - Ch. 9 Case 2 7. & 8. STP procedure • market segmentation • market targeting • positioning P.Kotler - Ch. 10 and 11 Case 3 9. & 10. Product decisions • product mix decisions • product attributes • new-product development process • product life cycle P.Kotler - Ch. 14 & 15 Case 4 11. & 12. Promotion • advertising • sales promotion • public relations • personal selling • direct marketing P.Kotler - Ch. 19 & 20, 21 13. Marketing channels • direct vs. indirect channels • number of channel levels number of intermediaries P.Kotler - Ch. 16 14. Price • factors affecting price decisions (demand, competition, cost, objective) • price positioning • price calculation (pricing methods) • adapting the price P.Kotler - Ch. 17 15. Final Exam |
Literatura: |
(tylko po angielsku) P. Kotler: Marketing Management, Prentice-Hall, Englewood Cliffs. Additional Textbooks: P. Kotler, G. Armstrong, Marketing. An Introduction, 10-th edition, Prentice Hall |
Metody i kryteria oceniania: |
(tylko po angielsku) Course Grading: • 70% final exam (seven open-ended questions, each worth 10%) • 30% case studies (written preparation: 2-5 pages, case is to be done in groups: 2-3 persons during the class or at home as a homework) Final grades: • 100 – 91% - 5 • 90 – 81% - 4+ • 80 – 71% - 4 • 70 – 61% - 3+ • 60 – 51% - 3 • 50% or less - 2 |
Zajęcia w cyklu "Semestr zimowy 2023/24" (zakończony)
Okres: | 2023-10-01 - 2024-01-28 |
Przejdź do planu
PN WT ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 30 godzin
|
|
Koordynatorzy: | Agnieszka Wilczak | |
Prowadzący grup: | Agnieszka Wilczak | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: | Egzamin lub zaliczenie |
Właścicielem praw autorskich jest Uniwersytet Warszawski.