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Fundamentals Of Marketing

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.

Course Fee: 600€  (725€)

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Category: 2 31. 7. – 11. 8. O Online Marketing and Business Development

Course description

Tutor

Gillian Pritchett

European Summer Shool - Teaser

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Mrs. Pritchett is a highly experienced teacher and marketing manager. During her business career she worked for several international companies in both middle and top management positions. Eventually, she moved into the educational sector, having taught at different universities in Canada, Great Britain, and the Czech Republic, she was also responsible for introducing new courses and improving the quality of education.
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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: Monday - Friday, 9:00 - 14:00

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.

Price: Course fee includes the application fee, study materials and afternoon / evening social activities and events, welcome and goodbye drink. Other expenses, such as transportation, meals, accommodation, insurance, personal expenses, extra activities (such as trips outside town, entrance fees, some of the sport activities and rentals), and required equipment (i.e. personal laptop) are not included in the price.

Accommodation: For accommodation options, please visit the dedicated page here.
References

Andrea, Slovakia - Fundamentals of Marketing

„Besides 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 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!“

Skills

The course takes students through the key aspects of marketing in order to equip them to work successfully in a marketing department. By the end of the course students should be able to:

  • 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

Prerequisites

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

Syllabus

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

Do you have any questions? Let us know!

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