SYLLABUS
1. COURSE TITLE
2. FACULTY/DEPARTMENT
3. COURSE CODE
4. DEGREE PROGRAMME
FIELD OF STUDY
ECONOMICS
5. COURSE FORMAT
6. YEAR AND SEMESTER
7. NAME OF COORDINATOR
8. NAME OF THE TEACHER
9. COURSE OBJECTIVES
MARKETING STRATEGY
FACULTY OF ECONOMICS
DEGREE LEVEL
UNDERGRADUATE
STUDY MODE
SECOND SEMESTER
PHD. BOGDAN WIERZBINSKKI
PHD. BOGDAN WIERZBINSKKI
The main objective of this course is to deliver a wider knowledge about managing the markets
and products with special focus on emerging markets. During the lessons student will work
on case studies and they will solve marketing problems which arise from business
circumstances. Students deal with business process of competitive strategy building in the
context of main goals achieving.
The main objectives of the course students will achieve through:
 development of the ability to use analytical tools related to marketing,
 development of a practical application of tools used for shaping strategy process
10. PREREQUISITES
Basic knowledge of marketing management and international
business issues
11. LEARNING OUTCOMES
KNOWLEDGE:
Learning outcome symbols
Learning Outcomes
Reference to
the
learning
outcomes for a
given field of
study.
W1
Lists and describes the basic problems related to the area
of marketing strategy formulation
K_W01
W2
Characterizes fundamental trends and their contribution to
the philosophy of marketing management
K_W01
K_W02
W3
Recognizes the interrelationships and dependencies
between the environment, business and their chain of
value and management process
K_W06
K_W12
SKILLS:
Learning outcome symbols
Learning Outcomes
U1
Uses in practice learned tools of assuring quality.
Reference to
the
learning
outcomes for a
given field of
study.
K_U07
K_U14
U2
U3
Proposed solutions to specific problems connected with
the quality.
K_U08
K_U12
Analyzes the effects of the proposed solutions for the
whole of the organization and its environment.
K_U04
K_U14
FINAL COURSE OUTPUT - SOCIAL COMPETENCES
Learning outcome symbols
Learning Outcomes
Reference to
the
learning
outcomes for a
given field of
study.
K1
Understands the complex impact of marketing strategy
philosophy on the overall functioning of the enterprise
and the economy.
K_K01
K_K04
K2
Awareness of the market need to strive for continuous
improvement in all areas of socio-economic development.
K_K04
K_K07
K_K09
12. COURSE ORGANISATION –LEARNING FORMAT AND NUMBER OF HOURS
13. COURSE DESCRIPTION
LECTURES: The idea of the course is to familiarize students with the problems of the enterprise in a
changing economic environment and the opportunities it gives for marketing activities (in the context of
the plan and implementation of the strategy).
Content
Number
of hurs
3
1. Market-led strategic management (introduction)
− Marketing concept and market orientation,
− Marketing fundamentals,
2. Strategic marketing planning
− Marketing strategy process,
− Creation of competitive position,
3
3. Portfolio analyses
− Matrix approaches,
4
4. The changing market environment,
− Strategies for changing environments,
2
4
5. Segmentation and positioning,
− Principles of competitive positioning,
TOTAL HOURS
16
TUTORIALS/SEMINARS: During the tutorials students will work on case study and discussion of issues
related to the processes of management in today's highly competitive markets.
Number
of
4
6. International niche marketing strategies for SME enterprises,
− Market entry ideas,
7. Developing and maintaining customer relationship
4
8. Collecting and analyzing marketing information
− Conducting a situational analysis
2
9. Developing and leveraging competitive advantages and strategic focus,
2
2
hurs
10. Conflict and collaboration with the partners
TOTAL HOURS
14. METHODS OF INSTRUCTION
15. EQUIREMENTS AND ASSESSMENTS
14
MULTI-MEDIA PRSENTATION, CASE
STUDY, DISCUSSION
16. GRADING SYSTEM
attendance
and
in-class
The credit and final grade awarded at the end of the course participation (20%), essay (25%)
is based on the following criteria:
and final test (55%).
17. TOTAL STUDENT WORKLOAD NEEDED TO ACHIEVE EXPECTED LEARNING OUTCOMES EXPRESSED IN TIME
AND ECTS CREDIT POINTS
STUDENT ACTIVITY FORM
STUDENT
WORKLOAD
PARTICIPATION IN LECTURES
16
PARTICIPATION IN TUTORIALS/ SEMINARS
14
PREPARATION FOR TURIALS (REPORT, WRITTEN WORK, PRESENTATION, ETC.)
25
ADDITIONAL CONTACT HOURS
5
TIME TO PREPARE FOR GROUP WORK
20
PREPARING FOR EXAM
18
PARTICIPATION IN EXAMINATION OR FINAL TEST
1
SUMMARY STUDENT WORKLOAD
120
TOTAL HOURS OF STUDENT WORK IN DIRECT CONTACT WITH THE TEACHER (AT LEAST 50%)
35
MODULE ECTS CREDITS
5
LANGUAGE OF INSTRUCTION
18. INTERNSHIP
N.A
19. MATERIALS
N.A
PRIMARY OR REQUIRED BOOKS/READINGS:
O. C. Ferrell, Michael D. Hartline, 2009, Marketing Strategy, McGraw-Hill (7th
1.
2.
edition)
Isobel Doole, Robin Lowe, 2008. International marketing strategy: analysis,
development and implementation (5th edition)
SUPPLEMENTAL OR OPTIONAL BOOKS/READINGS:
Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders. 2008, Principles of
1.
marketing, Prentice Hall
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