Fundamentals of marketing (wykład) - 2019/2020
dr Joanna Szegda
Faculty of Social Sciences - Instytut Ekonomii i Finansów
Number of hours (week/semester):
Language of instruction:
C1-Acquaint the student with basic knowledge of marketing.
C2-Acquaint the student with the structure and analysis of enterprise marketing environment, methods of consumer behavior on the market.
C3-Education the ability to make market segmentation and evaluation of the attractiveness of market segments. Tools of marketing mix.
W1-Student defines and explains the basic concepts of marketing. K_W01, K_W03
W2-Student explains the structure of the business marketing environment. K_W04
W3-Student explains the methods of treatment of consumers in the market. K_W03, K_W08
U1-Student designs marketing - mix for a selected segment of the market. K_U03
U2-Develops marketing environment analysis indicating the main factors of macro and micro environment. K_U02
U3-Interprets the phenomena occurring in the economy and their impact on the functioning of the company. K_U01
K1-Student is sensitive to changes in the environment. K_K01
K2-Student is aware of the impact of micro-and macro-economic factors in the choice of marketing tools. K-K05
K3-He is active by working as a team. K_K02
Lecture and multimedia presentation.
Course content description
• Introductory classes. Discussion of the rules of work on exercises and information concerning complete the course
• The fundamentals of marketing philosophy.
• Basic methods and techniques used in marketing management.
• The role of marketing in enterprise management in competitive market.
• The structure of modern economic enterprise environment.
• Segmentation and positioning.
• The grounds for making key marketing decisions.
• Marketing management.
• Marketing research.
• Use of the Internet for marketing objectives
Forms of assessment
2-The student does not distinguish between the core issues of marketing, does not distinguish between structural elements of the marketing environment, does not distinguish between methods of consumer behavior in the market
3-Student distinguishes basic concepts of marketing, distinguishes between structural elements of the marketing environment, but with errors and poorly distinguishes between methods of consumer behavior on the market
4-Explains the basic concepts of marketing with minor flaws properly distinguish between structural elements of the marketing environment, explains the methods of consumer behavior on the market, but with errors, well can design marketing - mix for the selected company
5-Perfectly explains the basic concepts of marketing, perfectly distinguish between structural elements of the marketing environment, perfectly explains the methods of treatment of consumers in the market, perfectly designed marketing - mix for the selected company.
Required reading list
Kotler Ph., Marketing, Dom Wydawniczy Rebis, Poznań 2012
Marketing. Satysfakcja klienta i rozwój przedsiębiorstwa., Henryk Mruk, PWN, 2016
Podstawy marketingu w przedsiębiorstwach i w sektorze publicznym, Tomczak Agnieszka, Jendrzejczak Elżbieta, Ocicyna Wydawnicz Politechiki Warszawskiej, 2015
Field of study: Economics
Course listing in the Schedule of Courses:
Year II - Semester 3
Number of ECTS credits: 3
Form of assessment: Examination