6.0 ECTS / 60 (30 hours of lectures, 30 hours of exercises, 0 hours of seminars, 0 hours other forms of work)
prof. dr. Borut Marko Lah
- Tch. Asst. Nataša Verk
- Undergraduate Programme of Communication studies - Marketing Communication and Public Relations
The introductory marketing course starts with a brief historical overview of marketing in profit and non-profit organizations. We outline the marketing environment of the organization: macro environment (PEST), identification of consumers' needs and wants, competitive forces, organizational buying behaviour, internal environment of organization. We present elementary concepts in strategic marketing: market segmentation (demographic, geographic, lifestyle, socio economic), market targeting, positioning and differentiation. The core of the course represents the concept of marketing mix (4Ps and 7Ps): definition of product/service, brand, product mix, product life cycle, specificities of services; cost-oriented, competitor-oriented, and market-oriented pricing strategies; channels of distribution; and communication mix: advertising, sales promotion, alternative marketing communication activities etc. Attention is given to corporate communication and the role of public relations. The organization and control of marketing in large companies and SME's in profit and non-profit sector is outlined as well. Typical cases especially from Slovenia are discussed.
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Curriculum was last modified on: 08.05.2020