The subject develops the knowledge and skills needed to understand the place and importance of marketing for business, especially in small businesses. In particular, it is important to understand the importance of the customer (knowledge of his / her needs and wishes, decision making, factors influencing his / her purchasing behavior ...), acquainting with methods of analyzing their needs and expectations, clarifying the principles of using marketing management tools to ensure long-term corporate development .

Basic knowledge of marketing terms and principles

Not applicable.

Not applicable.

Stephenson, J., 2007. Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof. Entrepreneur Press. (EN)
PHILIP KOTLER, Gary Armstrong. Principles of marketing. 13th ed. Upper Saddle River, N.J: Prentice Hall, 2009. ISBN 9780137006694. (EN)
KOTLER, P. and KELLER, K., 2011. Marketing management 14th edition. Prentice Hall. (EN)
Blick, D., 2011. The ultimate small business marketing book. FilamentPublishing Ltd. (EN)

The course is in the form of a step-by-step practical guide to creating marketing plans and their implementation. It consists in part of the teacher's interpretation, part of the case studies and part of the consultation of the marketing plans.

Assessment of the subject is based on the following pillars:
- Developing a marketing plan in accordance with the methodology
- presentation of the prepared plan
- A test aimed at verifying a systematic and methodically correct approach to solving practical marketing tasks

English

Not applicable.

The basic time frame of the course is as follows:

Week 1-2:
Basic concept of marketing - approaches to entrepreneurship (entrepreneurial philosophy) and tools (overview of marketing mix elements), Marketing mix - 4P and 4C concepts, Marketing specifics in various fields of business

Week 3-4:
Marketing analyzes and influences (external and internal) on marketing strategies
Practical instructions for the use of analytical methods in SLEPT marketing, Porter analysis, Portfolio analysis, Assortment Cross Analysis, SWOT.

Week 5-6:
Fundamentals of marketing research as a tool for identifying customer needs, gaining feedback on their satisfaction, competition information, market trends in the monitored markets.

Week 7-8:
Specifics of individual markets and their segmentation. Specifics of consumer markets, consumer behavior in consumer markets. Specifics of organizations' markets (industrial markets), consumer behavior in industrial markets. Market segmentation, targeting, and market positioning. Segment types and possible segmentation criteria and steps.

Week 9-10:
Preparation and creation of product offer for individual market segments. Targeting and Positioning Products for Target Market Segments.
Marketing concepts and pricing practices. Possibilities of distributing products in different markets.

Week 11-12:
Marketing comunication. Traditional forms of communication, online communication, communication through social media.
Image and image marketing

Week 13:
Presentation and opponent evaluation of prepared projects, consultations on possible alternatives to prepared plans.

Learning outcomes of the course unit The aim of the course is to provide students with knowledge of marketing and lead them to practical use of marketing principles in business.

Students are actively involved in teaching. Inspection according to project milestones.

26 hours, compulsory