ECTS - PWSZ im. Witelona w Legnicy

The Witelon University of Applied Sciences in Legnica - Field: Management
ECTS Points
6
1. Name of the subject:
Marketing
2. Description:
Lecture:
Company on the market. The meaning and importance of marketing. Purchasers’ behavior. Marketing information
system /SIM/ in a company. Marketing research. Marketing strategy creating process in a company. The product. The
price. The distribution. The promotion. The marketing action control. Marketing details of certain business activities.
Practice:
Analysis of some study cases in the range of: analysis of the market, analysis of the company’s situation by means of
the SWOT and BCG method, analysis of the purchasers’ behavior, the clients’ market segmentation, key marketing
problems identification connected with the specific marketing elements such as: product, price, distribution, promotion.
3. Admitting conditions: – passing „The Management Bases” course
4. Guidelines and aims:
The aim of the lectures of „Basic Marketing” is to teach the key issues about the meaning, the function and the role of
marketing, the analysis process of the market environment, building the marketing strategy, rules of creating and the use
of the marketing tools as well as the methods of conducting the market research. Theory will make the base for building
up the practical part of the course, which will include the analysis of some study cases describing the current problems
of Polish companies. By learning the theory and taking part in the practical part, the students should learn to identify the
key marketing problems of the company, to use the rich marketing tools as well as to draw the conclusions and future
suggestions.
5. Bibliography:
1. Kotler P.: Marketing, Dom Wydawniczy Rebis, 2005.
2. Kotler P., Armstrong G., Saunders J., Wong V.: Marketing. Podręcznik Europejski. PWE, Warszawa 2002
3. Altkorn J. (red.): Podstawy marketingu, Instytut Marketingu. Kraków 2002
4. Garbarski L., I. Rutkowski, W. Wrzosek: Marketing. Punkt zwrotny nowoczesnej firmy, PWE.
Warszawa 2001
5. Przybyłowski K., Hartley S., Kerin R., Rudelius W.: Marketing, Dom Wydawniczy ABC, 1998.
6. The subject character - obligatory
7. Academic staff – Marketing Department
8. The length and timetable:
Form Number of hours Semester year
Lectures 30 / 15 2 1
Practice
Laboratories
Projects
Seminaries
Conversation
30 / 30 2 1
Total student’s workload 180
9. Methods of evaluation
lecture – examination
practice - credit
10. Language – Polish
ECTS Course Catalogue 2010/2011
1010