Филип Котлер. Основы маркетинга. Краткий курс. Вильямс, Москва- санкт- петербург-Киев, 2017
Дата 27.09.2024 өлшемі 264,5 Kb. #145916
Байланысты:
MARKETING-студ. MARKETING Course introduction and Syllabus Review. Completed by IITU’s Associate Professor Aigul Shamilevna Omarova, DBA The main objectives of the discipline are To introduce peculiarity and role of marketing Show marketing research Explain production policy Define the pricing policy Peculiarity of the communication policy and policy of distribution Marketing analyses Marketing planning LITERATURE Mandatory Ph. Kotler, G. Armstrong, J. Saunders, V. Wong “Principles of Marketing” – FT Prentice Hall , 2009.(Third European Edition) Филип Котлер. Основы маркетинга. Краткий курс.Вильямс, Москва- Санкт- петербург-Киев, 2017. Филип Котлер. Маркетинг от А до Я. Альпина, 2017. Филип Котлер, Гари Армстронг, Вероника Вонг, Джон Сондерс. Основы Маркетинга.5 -ое издание. Вильямс, 2017 Assel G. “Marketing: principles and strategy”. Ph. Kotler, “A Framework for Marketing management”, 2010. A. Sh. Omarova. Marketing. Almaty, LEM, 2012. LITERATURE Recommended: Ф. Котлер. Маркетинг 4.0. Разворот от традиционного к цифровому. БОМБОРА, Москва, 2020. Roger A. Kerin, Sreven W. Hartley. “Marketing. The core.” McGraw-Hill. Irwin, 2007. Naresh K. Malhotra. Mark Peterson. “Basic marketing research.” PEARSON. Prentice Hall, 2006. Harper W. Boyd, Jr. Orville C. Walker, Jr. “Marketing management. Strategic approach”, IRWIN, 2010. Covered subjects Sociology (social environment) Psychology (people’s behaviour) Ethics (estimation of the criteria of human behavior) Micro-economy (behaviour of the economic units) Ecology( relation to nature) Forms of examination Quiz Discussions Case studies Participation on the seminar Presentation The final grade will consist of several points: Quiz Midterm Final exam Peculiarity of the marketing Marketing and strategic growth of company Marketing and production Marketing and sale Marketing and finance Marketing and personnel Marketing and information technology What is Marketing? “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”. (Ph. Kotler) Marketing environment Marketing research Peculiarities and trends of marketing research. Competitive analyses. Consumer’s market. Consumer buyer behavior. Consumer decision process. Organizational markets and buyer behavior Business marketing - marketing to firms, governments, or non-for profit organizations.Organizational buyers - manufacturers, wholesalers, retailers and government agencies that buy goods and services for their own use or for resale. Market segmentation - dividing a market into distinct groups of buyers with different needs, characteristics or behavior, who might require separate products or marketing mixes.Market targeting - the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Types of segment Product •PLS Branding Packaging… Promotion Advertising PR Sales promotion Personal selling Direct marketing Place Channels of distribution Retailing and wholesaling… Price Pricing strategies Methods of pricing… Strategic marketing planning. Strategic plan Достарыңызбен бөлісу:
