Syllabus

Select major*

Ternopil Ivan Puluj National Technical University

Факультет економіки та менеджменту

Кафедра економіки та фінансів

MARKETING

syllabus

Major 073 - Менеджмент (бакалавр)
Field of knowledge 7 Управління та адміністрування
Academic degree bachelor's
Course
Course type required
special education
Study start course 1
Semesters 2
Form of education full-time
Study hours structure
32– lectures
16– practical classes
Amount of hours for individual work 72
ECTS credits 4
Form of final examination credit
Lecturer
Academic degree Sc.D.
Academic title Prof.
Full name Мариненко Наталія Юріївна
Prerequirements (prerequisite courses)
Economic Theory, Macro- and Microeconomics 
Course goals and learning objectives
Marketing is an essential part of business which is the process of planning and executing pricing, promotion and distribution to satisfy individual and organizational needs. Marketing is the business activity that identifies an organization’s customer needs and wants, determines which target markets it can serve best and designs appropriate products and services to serve these markets.
Aim of the course “Marketing” is to provide students with a thorough understanding of core concepts and methods of marketing.

2.2. The objectives of the course “Marketing” are to teach students to be able to:
1. Understand the place and contribution of marketing to the business enterprise.
2. Describe commonly used marketing concepts and terminology.
3. Design and organize the marketing mix and its constituent parts.
4. Summarize the main marketing tools of products and services, pricing, distribution and communications.
5. Analyze the firm’s marketing environment.
6. Describe major bases for segmenting consumer and business markets; define market segmentation, target marketing and market positioning.
7. Explain and apply marketing concepts to strategic marketing planning.
8. Understand and apply the theories of buyer behavior.
9. Identify research problems in marketing, design and implement qualitative and quantitative research to assist in making marketing decisions, define methods used to collect primary data; compare and contrast the advantages and disadvantages of both types of data.
10. Make decisions on key product factors (consumable product features, branding, labeling, packaging) and describe the stages in the product life cycle.
11. List and describe the steps in the new-product development process and the diffusion process.
12. Understand basic aims of pricing, factors affecting pricing policy, steps in setting initial price, types of pricing strategies.
13. Describe and explain the communication process and mix, the objectives that marketing communication efforts attempt to accomplish; apply wide range of Internet-marketing techniques.
14. Identify the costs and benefits of marketing channels of distribution.
15. Understand tasks, objectives and stages of the firm’s marketing control and audit.
16. Explain social responsibility and ethics, other institutional aspects of marketing.
The teaching of this discipline aims at formation and development of the following students’ competences: general:
– understand and apply advanced knowledge in the field of marketing;
– demonstrate in-depth knowledge and understanding within the discussed topics;
– ability and knowledge of appropriate tools of marketing;
– demonstrate the ability to independently identify and formulate questions within the field of marketing;
– demonstrate the ability to independently identify, evaluate, and integrate information to analyze and provide solutions to problems and situations related to marketing;
– independently search for and critically evaluate information in order to discuss and analyze marketing issues and situations;
– propose solutions to marketing problems and situations and perform tasks within specified time frames, work independently as well as collaborate with others in problem solving situations;
professional:
– gain knowledge in the area of efficient marketing performance;
– ability to analyze and conduct marketing decision making in order to achieve maximum productivity;
– ability to conduct market research, offer products satisfying identified customer needs and wants, set best selling prices, make decisions concerning promotion (in Internet as well), distribution and achieve positive business-result flow.
The student’s ability to analyse and apply theoretical knowledge in practice will continuously be developed. The course will be presented in the form of lecture activities, classroom assignment and discussion, case studies, special topic presentation, and home work. 
Course description
Lectures Introduction into marketing, its types and functions
Marketing environment
Introduction to strategic planning
Buyer decision process and the marketing research
Marketing product policy
The new product development
Marketing pricing policy
Marketing communication (promotion) policy
Internet marketing
Marketing distribution policy
Marketing control and audit
Institutional aspects of marketing
Practical classes Introduction into marketing, its types and functions
Marketing environment
Introduction to strategic planning
Buyer decision process and the marketing research
Marketing product policy
The new product development
Marketing pricing policy
Marketing communication (promotion) policy
Internet marketing
Marketing distribution policy
Marketing control and audit
Institutional aspects of marketing
Assessment criteria
Оцінювання успішності навчання здобувачів вищої освіти в університеті здійснюється за 100-бальною (рейтинговою) системою. Відповідність результатів, оцінених за 100-бальною шкалою національній шкалі («відмінно», «добре», «задовільно», «незадовільно») та шкалі ECTS («А», «B», «C», «D», «E», «FХ», «F»), регламентується Положенням «Про оцінювання здобувачів вищої освіти в Тернопільському національному технічному університеті імені Івана Пулюя» 
Recommended reading list. Subject Resources
1. Alex T. Jones, Anna Malczyk, and Justin Beneke et al. Internet Marketing: a highly practical guide to every aspect of Internet marketing, GetSmarter.
2. William D. Perreault. Essentials of Marketing (Looseleaf). 15th edition. McGraw-Hill Publishing Company, 2017.
3. Roger A. Kerin. Marketing. 13th edition. McGraw-Hill Publishing, 2017.
4. Philip T. Kotler, Gary Armstrong. Principles of Marketing. 16th Edition. Pearson, 2016, 736 p.
5. Roger A. Kerin and Steven W. Hartley. Marketing: Core. 7th edition. Richard D. Irwin, Inc., 2018 
Course author
Sc.D., Prof. Мариненко Наталія Юріївна 
Дата останнього оновлення: 2020-10-07 00:46:40