Veidlapa Nr. M-3 (8)
Study Course Description
Marketing
Course Code
KSK_154
Branch of Science
-
ECTS
3.00
Target Audience
Communication Science
LQF
Level 6
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Ruta Siliņa
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To develop students' understanding of the concept of marketing by looking at a set of activities, institutions and processes. To explore the role of marketing in the context of consumers, customers, partners and the public.
Preliminary Knowledge
Knowledge of basic economics.
Learning Outcomes
Knowledge
1.Upon completion of the course students will have the necessary knowledge and understanding of the nature of marketing needed to increase the competitiveness of companies and organisations in market conditions. Students will understand basic marketing concepts, market research, product life cycle and consumer behaviour.
Skills
1.Assess the market situation and adapt the product to the market requirements. Use appropriate marketing and advertising techniques. Participate in project development, management and implementation.
Competences
1.Ability to use the acquired knowledge for market research, ability to plan appropriate marketing activities, ability to analyse marketing research and statistics.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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Students have to draw up their independent work. Students choose one of the topics of independent work in consultation with the lecturer. The work is intended for student groups of 3 to 4 students. During the lectures 1 and 2 a timetable will be agreed upon showing the presentation dates. Presentations will be given in seminar sessions, each presentation lasting for 20 minutes.
Students have to work on a regular basis during the course. It should be considered that at least 3 hours outside classroom work (summaries, presentation work, preparation for seminars) should be provided for one class hour (45 minutes).
To complete the course it is necessary to follow the presentation of the topics in the lectures, follow the lecturer’s instructions for the preparation of seminars, as well as to present and master the topic according to the bibliography given. In some cases, in agreement with the lecturer, lecture summaries and seminar papers may be written using other sources of literature.
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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-
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2.
Examination |
-
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-
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Preparation for classes, proactive participation and contribution during classes (discussions, group work, feedback).
Minimum attendance or participation requirements – 50% of all the classes.
Average mark for the semester consists of:
Seminar tasks (25%);
Summaries (25%);
Research presentation (25%);
Active participation in lectures (5%).
Total for the semester – 80%.
• Students must submit all the required essays and the individual project.
• All the individual and group assignments must be completed during classes.
• Students who do not meet the mandatory attendance or participation requirements (50% of all lectures and seminars) may be refused permission to try to be assessed.
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
|
Development of marketing concept
|
-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Marketing market research
|
-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Consumer behaviour in the market
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
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2
|
Topics
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Making a purchase decision
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Product, its classification and characteristics
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Product life cycle
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Demand determination and evaluation, pricing policy in the company
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Pricing methods and strategies
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Target market and market segmentation
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Promotion of the product in the market
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Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Praude V. Mārketings (teorija un prakse) 1. un 2. grāmatas., Rīga. Burtene, 2014.
2.
Niedrītis, Jānis Ēriks, Mārketings : kā labāk saprasties ar pircējiem un gūt peļņu / Jānis Ēriks Niedrītis. 3., pārstrādātais un papildinātais izdevums. Rīga : Biznesa augstskola "Turība", 2005.
3.
Michael J.Baker. Marketing Strategy&management. 9th edition, Palgrave, 2013.
4.
Fill C., Turnbull S. Marketing Communications: discovery, creation and conversations. 7th edition. England: Pearson Education Limited, 2016.
Additional Reading
1.
America Marketing Association
2.
Journal of Integrated Marketing Communications.
3.
Wilkinson J.Timothy, Thomas R.Andrew. Marketing in the 21st Century: New World Marketing. London, Praeger Perspektives, 2007.
4.
Dwyer, F. Robert. Business marketing: connecting strategy, relationships, and learning / F. Robert Dwyer, John F. Tanner, Jr. 4th edition. Boston: McGraw-Hill/Irwin, 2009.
Other Information Sources
1.
International marketing research. Robson, Matthew J . Strategic Direction; Bradford. Vol. 21, Iss. 6, (Jun 2005): 30-32.
2.
Litterio, A.M., Nantes, E.A., Juan Manuel Larrosa, J.M.,Gómez, L.J. Marketing and social networks: a criterion for detecting opinion leaders. The National University of South, 2017.