Veidlapa Nr. M-3 (8)
Study Course Description
Topical Issues in Marketing Management
Course Code
DN_132
Branch of Science
Economics and Business; Marketing
ECTS
6.00
Target Audience
Business Management
LQF
Level 8
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Jeļena Šalkovska
Structure Unit Manager
Dace Bandere
Structural Unit
Department of Doctoral Studies
Contacts
Riga, 16 Dzirciema Street, dn@rsu.lv, +371 67409120
About Study Course
Objective
To provide knowledge of contemporary issues in marketing management, as well as adjust management of marketing process to the rapid changes in modern marketing environment, and to extend this knowledge during practical classes.
Preliminary Knowledge
Marketing, International marketing.
Learning Outcomes
Knowledge
1.Students will acquire and extend new information and knowledge of topical issues in marketing management.
Skills
1.Will be able to conduct marketing management in the rapidly changing marketing environment.
Competences
1.Will have gained the insight and expertise in contemporary issues in marketing management.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Reading of study literature, preparation for discussions during practical classes, development of an individual project.
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||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Practical works make up 60% of the study course evaluation (4% – seminar on marketing transformation in the modern period, 4% – seminar on the competence of marketing specialists, 4% – seminar on marketing processes and their interaction, 4% – seminar on sustainable marketing and consumer capital, 4% – seminar on innovative products and innovative marketing, 4% – seminar on consumer behavior in the context of innovative marketing, 4% – seminar on digital marketing tools, 4% – seminar on content marketing and its integration into the company's marketing strategy, 4% – seminar on economic, social and communicative effectiveness of marketing, 4% – seminar on marketing planning and organization in unstable marketing environment, 20% – development of independent work and seminar for presentation of independent work), test work – 10%, oral exam – 30%.
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Topical issues in strategic marketing management.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Topical issues in tactical marketing management.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Topical issues in sustainable marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Topical issues in innovative marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Topical issues in digital marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing effectiveness and its evaluation problems.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Competence of a marketing specialist and cooperation with other functional managers.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Planning of marketing processes. Provision of information in marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Innovative product and innovative marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Investigating consumer behaviour in the context of innovative products and innovative marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital marketing tools and their integration within other forms of marketing communication.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Content marketing and its use in corporate social media marketing strategy.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Effectiveness of economic, social and communicative marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
How to plan and organise more effective marketing.
|
Total ECTS (Creditpoints):
6.00
Contact hours:
32 Academic Hours
Final Examination:
Exam
PART-TIME
Part 1
Total ECTS (Creditpoints):
6.00
Contact hours:
24 Academic Hours
Final Examination:
Exam
Bibliography
Required Reading
1.
Cant M. Marketing management. 3rd edition, South Africa: Shumani Printers, 816 pp., 2017.
2.
Chaffey D., Smith P.R. Digital marketing excellence: planning and optimizing your online marketing. 5th edition, Abingdon, Oxon, New York: Routledge, 660 pp., 2017.
3.
Kotler P.T., Lane Keller K. Marketing Management 15th edition. Pearson, 832 pp., 2015.
4.
De Pelsmacker P., Geuens M., Van den Bergh J. Marketing communications: a european perspective. Harlow, UK: Pearson, 625 pp., 2018.
5.
Scott D.-M. The new rules of marketing and PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Wiley, 2015.
6.
Praude V., Šalkovska J. Satura mārketings internetā. Rīga: Burtene, 256 lpp., 2018.
Additional Reading
1.
Belz F. M., Peattie K. Sustainability marketing: a global perspective, 2nd edition. TJ International Padstow, Cornwall: UK, 352 pp., 2012.
2.
Clark A. Search engine optimization 2016: Learn SEO with smart internet marketing strategies. CreateSpace Independent Publishing Platform, 2015.
3.
Holidy R. Growth hacker marketing: a primer on the future of PR, marketing and advertising. Portfolio, 2014.
4.
Kotler Ph., Kotler M. Winning global markets: how businesses invest and prosper in the worlds high-growth cities. Wiley, 2014.
5.
Praude V., Šalkovska J. Integrēta mārketinga komunikācija. Zinātniskā monogrāfija. 1. sēj. Rīga: Burtene. / rec.: Baiba Rivža, Biruta Sloka, Dainis Zelmenis, Inna Stecenko. 464 lpp., 2015.
6.
Praude V., Šalkovska J. Integrēta mārketinga komunikācija. Zinātniskā monogrāfija. 2. sēj. Rīga: Burtene. / rec.: Baiba Rivža, Biruta Sloka, Dainis Zelmenis, Inna Stecenko. 408 lpp., 2015.
Other Information Sources
1.
European Journal of Marketing
2.
International Journal of Research in Marketing
3.
Journal of Marketing
4.
Journal Marketing - Elsevier