ECTS - PWSZ im. Witelona w Legnicy

The Witelon University of Applied Sciences in Legnica - Field: Management and production engineering
ECTS points
2
1. Course title:
Marketing basics
2. Course contents
Lectures:
An enterprise in the market. The essence and meaning of marketing. Buyers’ behaviours. The process of shaping the
marketing strategy of an enterprise. Marketing mix instruments, including the specificity of selected activities.
Seminar:
Case exercises based on the subject curriculum.
3. Prerequisites
Passing the “Management basics” course.
4. Learning outcomes:
Having acquired the theoretical and practical knowledge of the subject the students are able to:
• identify the key marketing issues of an enterprise,
• formulate conclusions and recommendations for the future basing on the analysis of market relations, the
analysis of the enterprise’s condition using the SWOT and BCG analyses, and the analysis of buyer’s
behaviours,
• identify current problems of Polish entrepreneurs,
• choose the target market basing on selected segmentation criteria,
• obtain information making it possible to take actions related to the use of marketing mix instruments (product,
price, distribution and promotion),
• propose actions aimed at shaping the marketing policy and implementing the goals of an organisation,
• indicate differences in marketing activities of an organisation depending on the specificity of its activities.
5. Recommended reading:
1. Kotler P.: Marketing, Dom Wydawniczy Rebis [Rebis Publishing House], 2005.
2. Kotler P., Armstrong G., Saunders J., Wong V.: Marketing. Podręcznik Europejski. [Marketing. European
handbook.], PWE, Warszawa 2002.
3. Altkorn J. (red.): Podstawy marketingu [Marketing basics], Instytut Marketingu. Kraków 2002.
4. Garbarski L., I. Rutkowski, W. Wrzosek: Marketing. Punkt zwrotny nowoczesnej firmy [Marketing.
The turning point of a modern company], PWE, Warszawa 2001.
5. Przybyłowski K., Hartley S., Kerin R., Rudelius W.: Marketing, Dom Wydawniczy ABC, 1998.
6. Radkowska J, Radkowski K.: Marketing usług w teorii i praktyce [Service marketing in theory and practice],
Stowarzyszenie na Rzecz Rozwoju PWSZ im. Witelona w Legnicy „Wspólnota Akademicka” [the “Academic
Community” Association for the Development of the Witelon University of Applied Sciences in Legnica],
Legnica 2006.
6. Type of course
Obligatory
7. Teaching team
Zakład Nauk o Przedsiębiorstwie i Zarządzania Marketingowego [Department of Business Administration and
Marketing Management].
8. Course structure:
Form Number of hours Semester Year of studies
Lectures
Exercises
Laboratories
Projects
15/18 III 2
Seminars
Other
15/12 III 2
Total student workload 60
9. Assessment methods:
lectures – pass/fail
seminar – pass/fail
10. Language of instruction
Polish
ECTS Course Catalogue 2010/2011
1155