Course code Ekon2090

Credit points 2

Marketing

Total Hours in Course32

Number of hours for lectures16

Number of hours for seminars and practical classes16

Date of course confirmation09.11.2011

Responsible UnitInstitute of Economics and Regional Development

Course developer

author Ekonomikas un reģionālās attīstības institūts

Zane Vītoliņa

Dr. oec.

Course abstract

Study course includes theoretical and practical issues of marketing such as market principles, the factors that influence consumer behavior, marketing strategy and plan, the successful use of marketing activities to achieve company's goals. Study course includes analysis of the marketing elements and investigation of global market trends to develop effective marketing planning and management, as well as to implement a deliberative customer relationship management.

Learning outcomes and their assessment

Knowledge of the theoretical knowledge of marketing approaches and an understanding of regularities in the market and consumer behavior, market segmentation and target market, as well as use of marketing elements (product, price, location, direction). Skills - know how to use and analyze the complex elements of marketing and management systems, to research market and consumer, formulate and describe market trends, discus about practical marketing (product, price, location, direction) and the strengths and weaknesses of a particular market segment. Knows how to evaluate the role of marketing in companies to develop a decision-making processes related to marketing issues. Competence - able to independently access, select and critically analyze information on market trends, consumer goods and services and commodity prices in the market. Able to make decisions and solve problems of the practical market issues. Understands marketing and professional ethics.

Compulsory reading

1. Praude V. Mārketings (teorija un prakse). 1. grāmata, 3.izdevums. Rīga: Burtene, 2011, 522 lpp.
2. Praude V. Mārketings (teorija un prakse). 2. grāmata, 3.izdevums. Rīga: Burtene, 2011, 340 lpp.
3. Niedrītis J. Ē. Mārketings. 4.izdevums. Rīga: Biznesa augstskola „Turība”, 2008, 488 lpp.
4. Harward Business Review. Mārketings. / tulkojums no angļu valodas, [Evija Rubene]. Rīga : Lietišķās informācijas dienests, 2009 145 lpp. Grāmatu sērija "Harvard business review on" . ISBN 9789984826554.

Further reading

1. Hārts Dž., Dausta B. Panākumu plāns e – mārketings. Rīga: Lietišķās Informācijas dienests, 2007, 314 lpp.
2. Tirgzinības pamati. Rīga: Jumava, 2007, 311 lpp.
3. Kotlers F.Mārketinga pamati. Rīga: Jumava, 2006, 648 lpp.

Periodicals and other sources

1. Dienas bizness: nedēļas laikraksts: Latvijas biznesa avīze. Rīga: Diena: Dagens Industri, 2005-. ISSN 1407-2041.
2. Kapitāls: žurnāls lietišķiem cilvēkiem: krāsains biznesa un ekonomikas žurnāls. Rīga: Lietišķās informācijas dienests. ISSN 1407-2505.
3. European Journal of Marketing. Published by Emerald Insight. ISSN: 0309-0566.