Study Guide

Objective

Student gets a general view of marketing. The student understands the meaning of different means of marketing. The course also pays attention to the relationship between customer and company. The student internalises the stages of marketing thinking and the special characteristics of modern marketing attitude. The student gets readiness to assess the suitability of different competitive means in marketing for different marketing situations taking into account the theory of buying behaviour.

Content

Customer oriented marketing The marketing environment Consumer behaviour Segmentation The instruments of the marketing mix Campaign planning