Course code Ekon3115

Credit points 2

Marketing

Total Hours in Course32

Number of hours for lectures16

Number of hours for seminars and practical classes16

Date of course confirmation21.06.2018

Responsible UnitInstitute of Economics and Regional Development

Course developer

author Ekonomikas un reģionālās attīstības institūts

Gunta Grīnberga-Zālīte

Dr. oec.

Prior knowledge

Ekon1024, Microeconomics

Course abstract

Marketing is a course in which students are acquainted with the principles of market operation and the requirements for its participants. By studying this course, students will be able to understand the market operation system, its elements and internal and external factors, to conduct competitors’ analysis and to determine the possibilities for selling products. Students will acquire in-depth knowledge of marketing mix elements: a good or a service, distribution and dissemination of products, promotion of products in a market and price determination; they will study means of communication and comprehend the possibilities of their use. At the end of the course, students will be prepared to choose the most appropriate marketing strategy to reach company’s aims and create a sustainable marketing management system.

Learning outcomes and their assessment

Knowledge. Understanding of the principles of market activity and regularities, the nature of demand and supply in the market under different market competition conditions. Understanding of marketing functions in the company, solving related problems. Knowledge of marketing analysis methods, specifics of their use. Skills. Ability to analyze marketing mix elements and its management system. Ability to collect information and apply marketing analysis methods in practical and purpose-oriented ways to evaluate specific marketing problems. Competences. Using theoretical knowledge and practical application of marketing analysis techniques, ability to independently and critically analyse the market potential of the product and evaluate the company’s marketing functions, offering concrete solutions to enhance its competitiveness. Assessment. Discussion in the lecture. Test after theoretical literature. Independent work with calculations. Practical individual work - case study. Practical group work. Development and presentation of the research results.

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. Kotler P., Keller K.L. Marketing Management, 14th ed., Pearson Education, 2012. 812p. E-grāmata, pieejama: http://socioline.ru/files/5/283/kotler_keller_-_marketing_management_14th_edition.pdf

Further reading

1. Baran, Roger J. Customer Relationship Management : the foundation of contemporary marketing strategy, 2nd edition. New York ; London : Routledge/Taylor & Francis Group, 2017, 499p.
2. Mārketinga pamatnostādnes. Kšištofs Jončiks u.c.; red. Karīna Šteina-Bahingere. Ozolnieki, Latvijas Lauku konsultāciju un izglītības centrs, 2013, 48 lpp.
3. Rožukalne A. Kas? Kur? Kāda? Mūsdienu mediju auditorija. Rīga: Biznesa augstskola Turība, 2011.

Periodicals and other sources

1. Kapitāls: žurnāls lietišķiem cilvēkiem: krāsains biznesa un ekonomikas žurnāls. Rīga: Lietišķās informācijas dienests. ISSN 1407-2505.
2. Dienas bizness: nedēļas laikraksts: Latvijas biznesa avīze. Rīga: Diena: Dagens Industri, 2005-. ISSN 1407-2041.
3. iBizness, Rīga: Izdevniecība iŽurnāli. ISSN 2256-0882