Course code Ekon3106

Credit points 2


Total Hours in Course80

Number of hours for lectures16

Number of hours for seminars and practical classes16

Independent study hours48

Date of course confirmation20.03.2019

Responsible UnitInstitute of Economics and Regional Development

Course developer

author Ekonomikas un reģionālās attīstības institūts

Līga Proškina

Dr. oec.

Course abstract

The course is designed to learn a wide range theoretical issues of marketing, starting from marketing process analysis through to global market trend investigation. Seminar classes and independent work develop students’ skills to analyse the market, consumers and the supply of products with the aim of designing an effective marketing mix, planning and managing the marketing performance of an enterprise as well as taking the duties of marketing management and customer relationship management.

Learning outcomes and their assessment

Students will be able to demonstrate:
comprehensive knowledge of the substance and functions of marketing, trends in marketing and the role of marketing in the consumer and industrial markets (discussions in classes); elements (5Ps) of a marketing mix – product, price, place, promotion and people – and their interaction and of behaviour patterns and the management system (case studies, a test).
SKILLS to apply and analyse the elements of a marketing mix and the management system (study), make decisions on marketing matters, market research and price determination strategies (discussions in classes, an individual assignment with calculations); come up with creative solutions and reasonably discuss practical marketing matters regarding promoting a product in the market (independent work/group work, a presentation).

COMPETENCE to define, describe and analyse the elements of a marketing mix and comprehend the need to apply a customer-focused marketing approach in the enterprise (discussions, a test).

Course Content(Calendar)

Lectures (16 hours)
1. Substance, goals and functions of marketing and the main development trends. The complex elements of marketing - product, price, place, marketing, buyer.
2. Types of market. The factors influencing the consumer market. Consumer market. User market. Industrial or producer market. Intermediary market. The market for national institutions. International market. Inhabitants. Income. Needs.
3. Consumer behaviour. Purchase decision making and the factors affecting it. Economic and political factors. Social factors. Cultural factors. Psychological factors.
4. Consumer behaviour model in the consumer market. The peculiarities of purchase decision making. When, where, how people buy.
5. Marketing environment. Microenvironment and macroenvironment. The features and criteria of consumer market segmentation. An enterprise, suppliers, intermediaries, buyers, competitors. Demographic, economic, labour, technological situations. One-factor and multi-factor models.
6. Significance and types of market research. Market segmentation by product parameters. The market research process and the methods used.
7. Description of the peculiarities of the market research process for medium and small enterprises. Market size, trends, stability, segmentation, market acquisition.
8. Classification of goods. The classification and assortment of food and non-food products. Packaging and labelling. Consumer goods. Goods for industrial production. Service.
9. Terms and conditions for the storage of goods. The management of a new product development process. Product life cycle.
10. Pricing and the meaning. The factors affecting pricing. Costs - fixed, variable, gross, incremental. The determination of a break-even point. Supply and demand. Competition. Quality. Pricing strategy.
11. Distribution. Intermediaries. The types of distribution channels and the factors affecting their choices. Distribution channel functions.
12. Substance of product marketing and a comparative description of the methods used. Advertising, sales promotion, indirect advertising, direct sales.
13. Role of advertising in increasing the sales volume of goods. Attention, memory, perception, associations, feelings. Advertising planning.
14. Substance and goals of sales promotion. Sales promotion tools and costs. E-commerce. Direct marketing.
15. Formation and influence of public opinion. The substance, advantages and disadvantages of indirect advertising. Methods.
16. Competition. The identification of an enterprise’s direct and indirect competitors. A competitive environment and competitiveness assessments. The types of competition.
Practicals (16 hours)
1. Getting acquainted with the laws and regulatory documents of the Republic of Latvia, which directly determine and govern relations among market participants in Latvia as a whole and in certain industries of the national economy. The enforcement of laws and regulatory documents, an encounter with their provisions on a daily basis. (1 hour).
2. Students present independently collected information on the development of a particular Latvian enterprise as a result of effective marketing activities. (2 hours).
3. Analysis of the competitive environment of enterprise “X” by using M.Porter’s model. (1 hour).
4. Practical importance of market segmentation, an assessment of real situations, getting acquainted with the experience of world-famous corporations. (1 hour).
5. Students review and assess the breadth and depth of a product range offered by the largest Latvian food producers, assess the characteristics of the product range, develop the desired strategy for product range development. (1 hour).
6. Students develop questionnaires for market research for various purposes (consumer behaviour research, distribution channel assessment etc.). (1 hour).
7. Analysis of the awareness of various brands of a product (2-4 brands) in working groups. (1 hour).
8. Analysis of the development of e-commerce types in Latvia, the factors affecting the development of the types concerned, the psychological impact of e-commerce web pages on consumers, the advantages and disadvantages of their design. Positive and negative trends in e-commerce development. (2 hours).
9. Students in working groups develop and present an e-commerce strategy for a freely chosen enterprise. (2 hours).
10. Students assess the validity of product promotion measures for various goods/services, come up with a strategy for product promotion. (1 hour).
11. Students develop a marketing plan for a particular enterprise or a product, including a marketing budget. (2 hours).

12. Student working groups discuss the information gathered and systematized during the course on marketing activities that are in conflict with the moral norms of society. (1 hour).

Requirements for awarding credit points

The student must pass two tests, as well as complete and submit practical assignments performed during practicals, complete an independent assignment and present it in practicals.

Description of the organization and tasks of students’ independent work

The student must do independent work on the marketing environment and product promotion in the market and present it in practicals.

Criteria for Evaluating Learning Outcomes

The final mark in the course is based on a cumulative score: activity during lectures (10%), activity during practicals/seminars (20%), 2 tests (20% each), individual independent work and a presentation (30%).
10% are equal to one point on a 10-point marking scale.

Compulsory reading

1. Praude V. Mārketings: teorija un prakse. 1. grāmata, 3. izd. Rīga: Burtene, 2011. 522 lpp.
2. Praude V. Mārketings: teorija un prakse. 2. grāmata, 3. izd. Rīga: Burtene, 2011. 348 lpp.
3. Praude V., Liniņa I. Pārdošanas vadība. Rīga : Biznesa augstskola Turība, 2018. 407 lpp.

4. Kotlers, F. Mārketings no A līdz Z: 80 koncepcijas, kas jāzina katram vadītājam. Rīga: Jumava, 2007, 204 lpp.

Further reading

1. Rekhems N. SPIN pārdošana. Rīga : Avots, Rēzekne : Latgales druka. , 2017. 268 lpp.
2. Patens D., Kā veidot mārketingu.Rīga: Lietišķās informācijas dienests, 2009, 262 lpp.
3. Tirgzinības pamati. Rīga:Jumava, 2007, 311 lpp.
4. Deivids Mērmans Skots, Jaunie mārketinga un sabiedrisko attiecību likumi. Rīga: Lietišķās informācijas dienests, 2009, 294 lpp.
5. Džerijs Hārts un Dr. Bete Dausta, Panākumu plāns: e-MĀRKETINGS. Rīga: Lietišķās informācijas dienests, 2007, 314 lpp.
6. Stražnovs G. Reklāma praktiskajā biznesā. Rīga: Merkūrijs LAT, 2005, 191 lpp.

7. Blaits Dž. Mārketings: rokasgrāmata. Rīga: Zvaigzne ABC, 2004, 284 lpp.

Periodicals and other sources

1. European Journal of Marketing. ISSN: 0309-0566, Online from: 1967.
2. Mārketings -
3. Tirgus, sabiedriskās domas un mediju izpēte -
4. Biznesa ziņu portāls –
5. Mobilais mārketings -

6. Latvijas reklāmas asociācija -


General study course for the ESAF first-level professional programme Business Studies.