Study Guide

Objective

After completing the course, the student is able to

• describe the starting points and areas of marketing thinking
• describe the key concepts, methods and means of marketing
• define the importance and functions of marketing in the field of marketing communications
• define the design elements and significance of customer-oriented marketing
• take into account the principles of sustainable development in marketing planning

Content

The course serves as the basis for studies in advertising design. The main content of the course is the basic concepts of marketing, target group thinking, goal setting and the most important competitive methods. The students learn to understand customer-oriented marketing planning and goal-oriented communication, also taking into account the themes of sustainable development. During the course, marketing analysis and planning exercises are carried out to achieve a common goal and develop teamwork skills.

Evaluation scale

H-5