Syllabus

Ternopil Ivan Puluj National Technical University

Каф. економіки та фінансів

MARKETING

syllabus

1. Educational programs for which discipline is mandatory:

# Educational stage Broad field Major Educational program Course(s) Semester(s)
1 bachelor's 7. Управління та адміністрування 073. Менеджмент (бакалавр) 1 2

2. The course is offered as elective for all levels of higher education and all educational programs.

3. Information about the author of the course

Full name Мариненко Наталія Юріївна
Academic degree Sc.D.
Academic title Prof.
Link to the teacher`s page on the official website of the University http://library.tntu.edu.ua/personaliji/a/m/marynenko-natalija-jurijivna/
Е-mail (in the domain tntu.edu.ua)

4. Information about the course

Study hours structure Lectures: 32
Practical classes: 16
Laboratory classes: 0

Amount of hours for individual work: 72
ECTS credits: 4
Teaching language english
Form of final examination credit
Link to an electronic course on the e-learning platform of the university https://dl.tntu.edu.ua/bounce.php?course=1240

5. Program of discipline

Description of academic discipline, its goals, subject of study and learning outcomes

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.

The place of academic discipline in the structural and logical scheme of study according to the educational program

Prerequisites. List of disciplines, or knowledge and skills, possession of which students needed (training requirements) for successful discipline assimilation

Economic Theory, Macro- and Microeconomics

List of disciplines based on learning results from this discipline

Market Research

Contents of the academic discipline

Lectures (titles/topics)

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 (topics)

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

Learning materials and 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

6. Policies and assessment process of the academic discipline

Assessment methods and rating system of learning results assessment

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»


Table of assessment scores:

Assessment scale
VNZ
(100 points)
National
(4 points)
ECTS
90-100 Excellent А
82-89 Good B
75-81 C
67-74 Fair D
60-66 E
35-59 Poor FX
1-34 F
Approved by the department
(protocol №
on «
»
y.).