Winter Semester 2010/11
(in Polish) Zarządzanie i planowanie marketingowe TNU03045
Course content:
The essence of management and marketing. The organization of marketing in company. The management of marketing personnel. Strategic vision and mission. Strategic planning. The marketing planning. The structure of marketing plan. Management of marketing mix. Strategic and tactic decisions. The method of critical point analysis. The functions and sorts of marketing control. The system and process of marketing control.
Learning outcomes:
The learning outcome will be realization of objectives indicated above and specifically, learning of full range of sunject issues.
Course coordinators
Bibliography
a) basic references:
1. Niestrój R., „Zarządzanie marketingiem. Aspekty strategiczne”, PWN, Warszawa, 1996
2. Knecht Z., „Zarządzania i planowanie marketingowe”, C.H. Beck, Warszawa 2004
3. Pomykalski A., „Zarządzania i planowanie marketingowe”, PWN, Warszawa 2005
4. Otto J., „Marketing relacji”, C.H.Beck, Warszawa 2001
b) supplementary references:
1. Kotler P., „Marketing. Podręcznik Europejski”, PWE, Warszawa 2002 r.
2. David H. Bangs, Jr., „Plan marketingowy”, Warszawa, PWE, 1999
3. Smith P.R., Taylor J., „Marketing Communications. An Integrated Approach”, wyd. czwarte, Kogan Page, Londyn 2004