Program:  Managerial Economics ECTS:  3 Lecturer:  Justyna Ziobrowska MA Email: Type:  Compulsory Level:  Advanced

Personal information: Lecture Number of hours:  2h X 5 weeks = 10 hours (1 semester) Classes Number of hours:  2h X 5 weeks = 10 hours (1 semester) Objective: 

Objectives of the course is to understand the different models of Marketing Management. The course Marketing Management introduces students to various issues in contemporary marketing management. The aim of the course is that the student should – understand theories and principles concerning marketing management in XXI century definition of Marketing and the ability to formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations, and evaluation criteria. Assessment: 

Written/oral examination
Group Case Reports 30%, final examination ( 50% ), class attendance ( 20% ) Contents: 

New Marketing concepts and models Strategic marketing. Relationship marketing Understanding marketing management Business strategies and strategic marketing planning Market segmentation strategies. Analysis and target market selection Positioning strategies Product and services strategy New product development process Pricing. Distribution channel management strategies in marketing: Harmonization of distribution channels Marketing communication strategies and management. Marketing control Revising and improving marketing strategies Marketing strategies in globalized world. Recommended reading: 

  • Kotler, Armstrong, Saunders & Wong. Principles of Marketing: The European Edition. (latest ed.) Prentice Hall.
  • Kotler Marketing Management (latest ed.) Prentice Hall