MARKETING
Status: Required course
Period: Fourth year, First semester
ECTS credits: 7
Class hours: 90 (60 lectures and 30 seminars)
Language: Bulgarian
Requirements:
Prerequisites: Management theory and practice, Organizational behaviour, Micro- and Macro Economics
Course content:
This course consistently examines the characteristics of the marketing environment and concept, the marketing mix and the components of marketing policies in line with the mix. Emphasis is placed on the marketing of products for industrial and manufacturing purposes. Marketing of consumer goods and services and the system of sales promotion and personal selling is also studied.
Course aim:
Understanding the basic concepts of marketing, presenting the basic theoretical postulates, tools and theories in the marketing mix, consumer behavior, marketing environment, marketing information system, positioning, market segmentation, marketing concept, develop necessary skills for applying the marketing theory in specific cases.
Intended learning outcomes:
- Basic concepts, tools and mechanisms of contemporary marketing
- Apply the knowledge to practical cases
- Analyze marketing environment
- Write a marketing plan
MARKETING – DETAILED COURSE CONTENT:
А.Lectures:
|
№
|
Topic
|
Number of classes:
|
|
1
|
Marketing concept
|
2
|
|
2
|
Strategic decisions in marketing
|
2
|
|
3
|
Marketing research
|
4
|
|
4
|
Marketing mix
|
2
|
|
5
|
Product policy
|
6
|
|
6
|
Distribution
|
6
|
|
7
|
Pricing strategies
|
6
|
|
8
|
Communication mix
|
8
|
|
9
|
Product life cycle
|
2
|
|
10
|
Decision for business globalization
|
2
|
|
11
|
Decision for international marketing mix
|
2
|
|
12
|
Search system of goods with manufacturing purpose
|
1
|
|
13
|
Characteristics of the buyer of goods for industrial use
|
1
|
|
14
|
The process of purchasing manufactured goods
|
1
|
|
15
|
Analysis of cost effectiveness and reliability of product delivery
|
1
|
|
16
|
Role of internal company planning for the delivery of goods for industrial use
|
1
|
|
17
|
Research the markets for industrial goods
|
2
|
|
18
|
Product range management
|
1
|
|
19
|
Forms of realization of industrial products
|
2
|
|
20
|
Managing channels of realization
|
2
|
|
21
|
Personal sales management
|
2
|
|
22
|
Advertising
|
2
|
|
23
|
Fairs and exhibitions
|
2
|
|
|
Total
|
60
|
B.:Seminars
|
№
|
Topic:
|
Classes:
|
|
1
|
International marketing
|
2
|
|
2
|
Strategic decisions in marketing
|
2
|
|
3
|
Strategies for marketing research
|
2
|
|
4
|
Product modification, development of new products
|
2
|
|
5
|
Packaging, marking, services, brands.
|
2
|
|
6
|
A system for implementation
|
2
|
|
7
|
Pricing
|
2
|
|
8
|
Communication mix
|
2
|
|
9
|
Standardization, message, media. Sales promotion
|
2
|
|
10
|
Product life cycle
|
2
|
|
11
|
Pricing game
|
2
|
|
12
|
Visiting a trade fair
|
2
|
|
13
|
Personal sales management
|
2
|
|
14
|
Advertising
|
2
|
|
15
|
Export marketing
|
2
|
|
|
Total
|
30
|