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Aim:
This course will review various applications of marketing concepts within the continuously changing environments in Central and Eastern European markets. Focusing on customer relationship management, this course will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and marketing on the Internet.
Content:Introduction to the course: Oganizational issues
Basic Marketing Concepts: Marketing Environment, Strategy and Planning, Ethics and Social Responsibility, Marketing Research
Buyer Behavior: B2C, B2B
Product Decisions: Developing and Managing the Product, Branding and Packaging, Servising
Distribution Decisions: Marketing Channels, Wholesaling, Retailing, Physical Distribution
Promotion Decisions: Advertising and Public Relations, Personal Selling and Sales Promotion
Pricing Decisions: Pricing Concepts, Setting Prices, International Influences in Pricing
New Marketing: International Marketing Trends, Export/Import Marketing Strategies Literature:KOTLER, P. – KELLER, K. L.: Marketing Management. 12th edition, Prentice-Hall, Inc., Englewood Cliffs, New Jersey 2005RIES, Al. – TROUT, J.: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!, HarperCollins Publishers, Inc., New York 1994ZOUBIR Y., LHABITANT F.S.: Doing Business in Emerging Europe, Palgrave MacMillan, NewYork 2003 Handouts distributed in class. Internet, magazines, newspapers.How to Obtain Credits: Participation 20%Midterm 40%Final 40%
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