Veidlapa Nr. M-3 (8)
Study Course Description
Fundamentals of Marketing
Course Code
SZF_307
Branch of Science
Business Management; Economics and Business; Marketing
ECTS
6.00
Target Audience
Business Management; Management Science; Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Santa Bormane
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Kuldigas Street 9C, Riga, szf@rsu.lv
About Study Course
Objective
Provide knowledge of marketing, basic principles and methods of its use and business management applications.
Preliminary Knowledge
Basic knowledge of economics and statistics.
Learning Outcomes
Knowledge
1.Able to demonstrate understanding of key concepts and legal relations in the field
Individual work and tests
Test 1 • Test No 2 • Test 3 • Presentation. Discussion
2.Able to demonstrate expertise in the field
Individual work and tests
Test 3 • Test No 2 • Test 1 • Presentation. Discussion
Skills
1.Able to formulate and analytically describe information, problems and solutions using the theoretical basics and skills acquired
Individual work and tests
Test 1 • Test No 2 • Test 3 • Presentation. Discussion • Exam
2.Able to demonstrate a scientific approach to problem solving, take responsibility and initiative through individual and team work, make decisions and find creative solutions
Individual work and tests
Business game in the field of problem situation simulation III • Business game in the field of problem situation for simulation II • Business game for simulation of problem situation in industry • Presentation. Discussion
Competences
1.Able to independently acquire, select and analyse information and use it, make decisions and solve problems, demonstrate that they understand professional ethics.
Individual work and tests
Exam • Presentation. Discussion
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Business game for simulation of problem situation in industry |
5.00% from total grade
|
Test
|
|
Working in groups, business problem situation in simulated environment |
||
|
2.
Business game in the field of problem situation for simulation II |
5.00% from total grade
|
Test
|
|
Working in groups, business problem situation in simulated environment |
||
|
3.
Business game in the field of problem situation simulation III |
5.00% from total grade
|
Test
|
|
Working in groups, business problem situation in simulated environment |
||
|
4.
Presentation. Discussion |
25.00% from total grade
|
10 points
|
|
Solving a specific marketing problem |
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Test 1 |
10.00% from total grade
|
10 points
|
|
Test on lessons learned (lectures 1-4) |
||
|
2.
Test No 2 |
10.00% from total grade
|
10 points
|
|
Thesis on lessons learned (lectures 5-9) |
||
|
3.
Test 3 |
10.00% from total grade
|
10 points
|
|
Test on lessons learned (lectures 10-14) |
||
|
4.
Exam |
30.00% from total grade
|
10 points
|
|
Written (closed and open questions) |
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing concept and definitions
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing as a business management function. Marketing as a process.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Strategic marketing planning
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing complex elements
|
-
Test
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Marketing concept and definitions
|
|
Marketing as a business management function. Marketing as a process.
|
|
Strategic marketing planning
|
|
Marketing complex elements
|
|
Test 1
Description
Closed and open questions about theory learned in lectures |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Business simulation I
Description
Working in groups, business problem situation in simulated environment |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Business simulation I
Description
Working in groups, business problem situation in simulated environment |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Interaction of marketing complex elements. Communication
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Interaction of marketing complex elements. Communication
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Media literacy and information literacy
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Media literacy and information literacy
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Product and Service, its lifecycle
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Target market identification, positioning
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Target market identification, positioning
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Pricing
|
-
Test
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Interaction of marketing complex elements. Communication
|
|
Product and Service, its lifecycle
|
|
Target market identification, positioning
|
|
Pricing
|
|
Media literacy and information literacy
|
|
Test No 2
Description
Closed and open questions about theory learned in lectures |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Business simulation II
Description
Working in groups, business problem situation in simulated environment |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Business simulation II
Description
Working in groups, business problem situation in simulated environment |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Value theory in marketing
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Promotion of products and services
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Promotion of products and services
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
AI in marketing
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
AI in marketing
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Behaviour of buyers on the market
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Sales management
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Sales management
|
-
Test
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Value theory in marketing
|
|
Promotion of products and services
|
|
Behaviour of buyers on the market
|
|
Sales management
|
|
AI in marketing
|
|
Test 3
Description
Closed and open questions about theory learned in lectures |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Business simulation III
Description
Working in groups, business problem situation in simulated environment |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Business simulation III
Description
Working in groups, business problem situation in simulated environment |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Research methods in marketing
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Neuromarketing in the study of consumer behaviour
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Neuromarketing in the study of consumer behaviour
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Presentations, discussion
Description
Solving a specific marketing problem |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Presentations, discussion
Description
Solving a specific marketing problem |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Presentations, discussion
Description
Solving a specific marketing problem |
-
Test
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Exam
Description
Closed and open questions |
Total ECTS (Creditpoints):
6.00
Contact hours:
64 Academic Hours
Final Examination:
Exam
Bibliography
Required Reading
1.
Russell, E. (2017). The Fundamentals of Marketing. Apvienotā Karaliste: Bloomsbury Publishing.Suitable for English stream
2.
Principles of Marketing (2015). University of Minnesota Libraries PublishingSuitable for English stream
3.
Praude, V. Mārketings 1. grāmata teorija un prakse (2011)
4.
Praude, V. Mārketings 2.grāmata teorija un prakse (2011)
5.
Kotler, P., Keller K. L. Marketing management. 17th ed. (2025)Suitable for English stream
6.
Praude, V., & Bormane, S. (2012). Influence of Marketing Communications on the Processes of Consumers' Decisions. Regional Formation and Development Studies, 7(2), 110-124.Suitable for English stream
7.
Bormane, S. (2018). Price as an Integrated Marketing Communications Tool in Promoting the Consumption of Sustainable Products. In P. Hajek, & O. Vit (Eds.), CBU INTERNATIONAL CONFERENCE PROCEEDINGS 2018: INNOVATIONS IN SCIENCE AND EDUCATION (Vol. 6, pp. 62-68). (CBU INTERNATIONAL CONFERENCE PROCEEDINGS: INNOVATIONS IN SCIENCE AND EDUCATION). Central Bohemia University.Suitable for English stream
Additional Reading
1.
Bormane, S., & Praude, V. (2013). Essence and Importance of Sustainable Marketing in Business. Humanities and Social Sciences: Latvia, 21(1), 41-51.Suitable for English stream
2.
Silva, G. B. da, Costa, M. F. da, & Paz, H. C. (2025). Consumer dietary changes and determining factors in choosing fresh organic foods: an application of the Theory of Planned Behavior. International Journal of Business Marketing, 9(2)Suitable for English stream
3.
Satcheki Skowronski, B., de Abreu Pereira, M. I., Lima Canuto, T., Tognozzi Fabri, V., & Laitano Lionello, R. (2025). Cultural dimensions as determinants of the effectiveness of Influencer Marketing. International Journal of Business Marketing, 10(1), 4–16Suitable for English stream
Other Information Sources
1.
Journal of Business and Marketing (ISSN: 3005-5717). Editor-in-Chief. Prof. J.K. Mu, Henan University of Technology, China.Suitable for English stream
2.
International Journal Business & MarketingSuitable for English stream