Marketing Essentials

ESS Course thumbnail Marketing Essentials

One of the crucial components of success when running a business is effective marketing. Do you want to learn more about it? No problem! Join this course and learn how to research markets, gather information from customers and how to understand their behavior, and most importantly how to develop and execute viable marketing strategy. A substantial part of the course is focused on creating your own marketing plan for actual business use.

Acquired skills

  • Understand what marketing is and where it fits with business strategy
  • Understand the importance of gathering, analysing and mining market intelligence
  • Be able to gather primary information using questionnaires
  • Appreciate the importance of understanding buyer behaviour
  • Understand the uses, advantages and disadvantages of off-line and on-line promotional techniques
  • Develop marketing strategies
  • Produce an integrated off- and on-line promotional strategy
  • Write a marketing plan. Be aware of ethical and legal issues in marketing

General information

Course term: 312.08. - 23.08.

Free seats: 0

Price: 800 €

Category: Bussiness & Marketing

Status: Closed

Deadline: 31.07.2019

Description

One of the crucial components of success when running a business is good marketing. Want to get it right? No problem. Join this course and you will learn how to research markets, gather information from customers and how to understand their behaviour. Later on you can try to develop a marketing strategy.Part of the course is focused on creating own marketing plan for actual business use.

Schedule

Course is running: Monday - Friday, 9:00 - 14:00

Lecturer

Lecturer Dr. Patrick Szillat avatar

Dr. Patrick Szillat

CV

Fontys International Business School, Venlo, Netherlands

Bio

Patrick is Senior lecturer at Fontys International Business School, former Head of Marketing, Marketing manager and E-Commerce & E-Marketing Enthusiast. Specialties: Analysis, Competitive Analysis, CI, social media, strategic marketing, experience in ICT, Social Media Marketing, Social Networks, B2B marketing, strategy, business development, marketing, cross marketing, direct marketing, ambient, viral marketing, branding, brand management, communication , operational marketing, HR marketing, employer branding

Course outline

DAY 1
Principles of Marketing
The marketing mix
The marketing mix in the services sector
Company strategy and marketing
Principles of communications
Types of markets
Market segmentation
Positioning
The impact of the external and internal environment of the firm

DAY 2
Consumer behavior

DAY 3
Marketing research – Quantitative / qualitative, Primary / secondary, Questionnaires ,Focus groups
Information systems – MI, CRM
Workshop on questionnaires
Ethics in market research

DAY 4
Brand Management & Global Branding

DAY 5
Pricing
Ethics in pricing
Distribution

DAYS 6 & 7
Promotional techniques – Advertising, Promo, PR, Packaging, POS, Sales & Personal selling
Online marketing – Websites & blogs, Social media, Content marketing, ‘viral’ marketing, Video marketing
Mobile marketing
Latest trends – Experiential marketing, Flashmobs

DAYS 8 & 9
Ethics in promotional activities
Developing a marketing strategy
Choosing marketing techniques

DAY 10
Preparing a marketing plan
Integrated Marketing Communications

*Program/Course Outline is subject to change.

Literature

  • Jobber, D./ Fahy, J. (2015): Foundations of Marketing, McGraw-Hill Higher Education, 5th edition
  • Johnson, G. Whittington, R. Scholes, K. Angwin, D. and Regner, P. (2017). Exploring Strategy. 11th edition. Harlow: Pearson
  • and a quite an elaborate set of examples and content in slides and handouts...

Credits

You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.

Assessments

  • attendance in class 15%
  • team assignment 40%
  • individual assignment 35%
  • exam 10%

Course time total 125 hours

  1. Total time of in-class work = 50hours
  2. Preliminary assignment = 10hours
  3. Preparation = 65hours

Price

Course fee includes the course itself, application fee, study materials, Prague public transportation ticket for 2 weeks, afternoon/evening social activities and events, welcome drink and goodbye graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

Please note, after the 30th of April 2019 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

Terms and Conditions - Cancellation fees

Costs of living in Prague

Accommodation

For accommodation options, please visit the dedicated page

*Program/Course Outline is subject to change.

Prerequisites

  • Students must have very good written and spoken English (B1-B2)
  • For tasks to be performed in class a laptop is needed.

Testimonial

"Besides a lot of information in Marketing which helped me to improve my marketing skills, I met lot of nice and lovely people around whole world. Cultural mix in Summer School was amazing it was 30 nationalities there! I gained an unforgettable experience during summer school in Split. It was lot of fun, many activities and city Split is wonderful! There was always what to do – morning swimming, exercise, learning, city exploring, sightseeing, barbecue, volleyball, and other activities 🙂 Big thanks!"