Marketing (MiM)

What it is about

The module compactly conveys the goals, tasks, and instruments of the Marketing Mix as well as the basics of marketing theory and practice. You will learn how marketing contributes to corporate performance, what impact digitalization has on marketing tasks, and how to apply marketing research to make decisions.

What you will be able to do

• Explain and critically describe core elements of the marketing management process
• Compare and apply theories, models, and strategies for building brand equity
• Apply and evaluate goals and instruments of product policy and product innovation
• Analyze features and elements of pricing policy and apply them to market situations
• Explain and apply instruments of communications policy and social media marketing
• Design distribution systems and assess their suitability for different business contexts
• Apply methods of marketing research for data analysis and decision making
• Work effectively in a team and present results in a structured manner

What the module consists of

• LectureConveying the theoretical and conceptual foundations of marketing
• ExercisePractical tasks for applying the lecture content and practicing marketing research methods
• Group workWorking on practical problems and presenting results
• Student short presentationPresentation of a current research topic to contribute to the course

Teaching method

• LectureExplanation of the theoretical foundations
• Practicals with exercisesTraining of the developed skills and carrying out necessary calculations
• Self-study (preparation with texts and slides)Preparation for the sessions and deepening of the material
• Case studies and real-world examplesTransfer of content to real decision-making processes
• Group work and student short presentationsFostering teamwork and incorporating current research topics