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Marketing

Course developer

Prior knowledge

Ekon1001, Theory of Economics

Soci2036, Sociology

Course abstract

The objective of the course is to provide an understanding of the role of marketing in modern times of competition and globalisation. During the study course students will get knowledge about consumers and their behaviour, motivation to purchase, about product and its quality, price and about advertisement as one of the the method of promoting the products.
The course offers to learn the basic marketing concepts, marketing conceptions and models. The system of marketing, its elements and external factors. Research of market and determination of marketing possibilities.

Learning outcomes and their assessment

After completing the course student will have:
• knowledge – students obtain knowledge on the theoretical principles of marketing and the related practical ways of tackling marketing problems,
• skills – students are able to use and analyse the complex of marketing elements and the system of management, assess the role of marketing in enterprises, and elaborate decision-making processes in relation to marketing issues,

• competence – students gain knowledge and practical skills to create new approaches for tackling marketing issues, are able to demonstrate knowledge on the need for customer-oriented approach in the performance of an enterprise, as well as to choose the most appropriate kinds of communication to attract customers.

Course Content(Calendar)

1. The essence, goals and functions of marketing. Complex elements of marketing – product, price, place, promotion, buyer.
2. Types of markets. Factors influencing the consumer market. Consumer market. User market. Consumer behavior.
3. Market environment. Microenvironment and macroenvironment of the hospitality industry. Company, suppliers, intermediaries, buyers, competitors.
4. The importance of market and marketing research. Marketing research in the hospitality industry. Research process, methods.
5. Description of the goals of marketing research in the hospitality industry. Study of competitors, competitive market structure.
6. Description of the peculiarities of the hospitality industry market research process in small and medium-sized enterprises
7. Product. Classification and assortment of food and non-food products. Service.
8. Product life cycle. Management of the new product development process.
9. Object and subject of customer and demand research. Rules for selecting a target segment.
10. Market segmentation in the hospitality industry. Product positioning. Product policy and strategy.
11. Pricing and its importance. Object and objectives of price research.
12. Distribution of hospitality companies' products, marketing, advertising and sales promotion.
13. Object and objectives of marketing communication complex research.
14. Formation and influence of public opinion.
15. Suitability of the type of business for e-commerce.

16. Website design. E-marketing methods.

Requirements for awarding credit points

Theoretical knowledge testing: 1st test: in the fifth week on the material learned in topics 1 to 8; 2nd test: in the tenth week on the material learned in topics 9 to 16; 3rd test: in the fifteenth week on the material learned in topics 17 to 24. Independent work: students will have to develop an independent work in a working group on the possibilities of promoting a new product on the market and present it during practical classes; during the semester, each student develops an independent market or marketing research work. The exam assessment depends on the cumulative assessment of the semester: 50% is the average assessment of the test and independent work; 50% is the exam assessment.

Description of the organization and tasks of students’ independent work

Getting ready for practical work, tests, exams, and a report on the selected business idea/product.

Criteria for Evaluating Learning Outcomes

Each assignments is graded. The evaluation of the study course depends on the evaluation of independent and practical assignments (tasks), 10% corresponds to one point on a 10-point assessment scale. Rewriting of tests and re-defending of presented tasks is not provided.

Compulsory reading

1. Praude V. Mārketings: teorija un prakse. 1. grām. Rīga: Burtene, 2011. 522 lpp.
2. Praude V. Mārketings: teorija un prakse. 2. grām. Rīga: Burtene, 2011. 348 lpp.

3. Freijers V. Tūrisma mārketings: uz tirgu orientēta tūrisma mikroekonomikas un makroekonomikas pārvaldība. Rīga: Biznesa augstskola Turība, 2011. 621 lpp.

Further reading

1. Praude V., Šalkovska J. Satura mārketings internetā. Rīga: Burtene, 2018. 256 lpp.
2. Reklāmas likums, LR likums. Stājās spēkā 24.01.2000. [tiešsaiste] Skatīts: [08.12.2025.] Pieejams: https://likumi.lv/doc.php?id=163

3. Smiths P.R. Marketing Communications: Integrating Online and Offline, Customer Engagement, and Digital Technolog. London: Kogan Page, 2019. 672 p.

Periodicals and other sources

1. Ekonomikas ministrija http://www.em.gov.lv
2. Patērētāju tiesību aizsardzības centrs – www.ptac.gov.lv/lv/content/par-e-komerciju
3. Mājas lapu veidošana. [tiešsaiste]. [skatīts 08.12.2025.]. Pieejams: http://www.w3schools.com/default.asp.

4. E-komercijas jaunumi – www.ecommercetimes.com

Notes

Basic theoretical course in the industry for students of the LPTF professional higher education bachelor's study program "Catering and Hotel Management".