Summer Semester 2008/09
Summer Semester 2009/10
Summer Semester 2010/11
Summer Semester 2011/12
Summer Semester 2012/13
Basics of Marketing LS02076
Course content:
- marketing genesis; definition of marketing
- market orientations
- business environment
- principles and marketing rights
- marketing research
- market segmentation
- aims and marketing strategies
- marketing mix
Learning outcomes:ability to identify and implement basic marketing company
(in Polish) Rodzaj przedmiotu
Course coordinators
Term 2012L: | Term 2011L: | Term 2010L: | Term 2009L: |
Bibliography
a) basic references:
1.Kotler Ph., Marketing, Wyd. pod red. B. Pilarczyk, H. Mruk, Dom Wydawniczy REBIS, Poznań 2005
2.Kotler Ph., Marketing. Podręcznik Europejski, PWE, Warszawa 2002
3.Kompendium wiedzy o marketingu, red: B. Pilarczyk, H. Mruk, PWN, Warszawa 2006
b) supplementary references:
1.Gilmore A., Usługi: marketing i zarządzanie, Warszawa 2006
2.Mitręga M., Marketing relacji: teoria i praktyka, CeDeWu, Warszawa 2005.
3.Skawińska E., (red.), Podstawy marketingu: kompendium, testy, zadania, analiza przypadków, Wydawnictwo Wyższej Szkoły Bankowej, Poznań 2005.
Additional information
Information on level of this course, year of study and semester when the course unit is delivered, types and amount of class hours - can be found in course structure diagrams of apropriate study programmes. This course is related to the following study programmes: