- to provide and discuss the basic concepts, approaches, and current trends in traditional and digital marketing
- to develop students’ abilities in marketing strategic thinking and understanding the company’s competitive position in the rapidly changing environment
- to develop students’ abilities to solve managerial problems in the field of marketing
- to foster the skills in marketing planning
- students are expected to be able to develop a marketing plan and ultimately judge the success of the marketing strategy and its implementation
- students are expected to be able to solve managerial problems in the field of marketing through case studies
- students are expected to know and apply key definitions, concepts and theoretical approaches of marketing theory
- Introduction to marketing
- Marketing strategy formation process
- Marketing mix
- Digital marketing
- Marketing research
- Global Integration Marketing Strategies: from standardized to local marketing strategy
- International Market Entry: Strategies and Modes
- Marketing Planning
- Classroom activitiesIndividual and group assignments, case studies, problem-solving exercises, course project intermediate presentations
- Short quizzesAt the seminars the students are expected to take 3 short quizzes. The quizzes cover questions discussed previously at the lectures and seminars. Each quiz consists of 10 questions. The questions may be open or multiple-choice.
- Course project (marketing plan)The students develop a group project for a particular real-life company or brand. The students split into groups of 4-6 students and develop an integrated marketing plan with accordance to the SOSTAC model. In the end, the groups submit a written report of the marketing plan and give an oral presentation. At the same time, the students are required to prepare a review of the report created by a team of peers.
- ExaminationWritten test (40 questions that focus on the material discussed in class). To prevent cheating, the instructors may impose special technical requirements to the procedure such as students' self-videorecording, etc.
- Reading testThe test is based on home reading. Prior to the seminar, the instructor sends out a list of scientific sources that the students should carefully read at home and get prepared for the class. The test is based on the content of scientific sources.
- 2021/2022 4th module0.35 * Examination + 0.2 * Course project (marketing plan) + 0.2 * Classroom activities + 0.15 * Short quizzes + 0.1 * Reading test
- Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
- Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920
- Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981
- Dimitriadis, N., Dimitriadis, N. J., & Ney, J. (2018). Advanced Marketing Management : Principles, Skills and Tools (Vol. 1 Edition). New York, NY: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1922106
- Jan-Benedict Steenkamp. (2017). Global Brand Strategy : World-wise Marketing in the Age of Branding. Palgrave Macmillan.
- Jovana Golo. (2015). Book review: Hill, C. W. L. (2014). International Business: Competing in the Global Marketplace. https://doi.org/10.5937/ekonhor1501073G
- Mangram, M. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing, 20(4), 289–312. https://doi.org/10.1080/0965254X.2012.657224
- Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.