This course is designed to provide students with the latest understanding of contemporary issues and the necessary skills
in making strategic decisions based on a global perspective. The course is designed specifically to integrate the core concepts of marketing with concepts of international business.

The goal of mastering the discipline

The aim is to develop knowledge and understanding of key issues associated with marketing, skills in researching and analyzing  marketing opportunities

The skills you get

  • describe the nature of marketing and its value for modern business with particular emphasis on the globalization of modern business
  • explain the basic concepts, principles and practices associated with contemporary marketing
  • know extant tools and practices of marketing
  • analyze marketing situations and make appropriate decisions
  • build communication and teamwork skills through the group project and case studies

Topics covered

  • Introduction to Marketing
  • The Marketing Environment
  • Consumer Behavior: How People Make Buying Decisions
  • Market Segmentation, Targeting and Positioning
  • Product Concepts and Decisions
  • Basic Pricing Concepts
  • Channels of Distributions
  • Promotion and Communication
  • Marketing Strategy: Planning and Executing
  • Basics of Market Research

When instructed

  • 3rd year, 2nd semester

List of references and sourses

1. Keegan W. J. Global Marketing Management. – Prentice Hall Series in Marketing, 2008.
2. Hollensen S. Global Marketing. – Pearson, 2017.
3. Zeithaml V., Bihner M., Gremler D. Service Marketing. Integrating Marketing Focus Across the Firm. – McGrawHill, 2013.
Industrial Marketing Management, International Journal of Research in Marketing