Course code Ekon3120

Credit points 4

Marketing

Total Hours in Course64

Number of hours for lectures24

Number of hours for seminars and practical classes40

Date of course confirmation07.04.2015

Responsible UnitInstitute of Economics and Regional Development

Course developer

author Ekonomikas un reģionālās attīstības institūts

Arnis Lēnerts

Dr. oec.

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.

Compulsory reading

1. Freijers V. Tūrisma mārketings: uz tirgu orientēta tūrisma mikroekonomikas un makroekonomikas pārvaldība. Rīga : Biznesa augstskola Turība, 2011, 621 lpp.
2. Praude V. Mārketings: teorija un prakse. 1. grāmata, 3. izd. Rīga: Burtene, 2011. 522 lpp.
3. Praude V. Mārketings: teorija un prakse. 2. grāmata, 3. izd. Rīga: Burtene, 2011. 348 lpp.
4. Hārts Dž., Dausta B. Panākumu plāns: e-MĀRKETINGS. Rīga: SIA Lietišķās informācijas dienests, 2007. 314 lpp.

Further reading

1. Dombrava E. Radošais mārketings. Rīga: Biznesa augstskola „Turība”, 2008. 194 lpp.
2. Kotlers F. Mārketinga pamati. Rīga: Jumava, 2006. 648 lpp.
3. Čans V. Zilā okeāna stratēģija: kā izveidot tirgus telpu bez sāncensības un padarīt konkurenci nebūtisku. Rīga: Lietišķās informācijas dienests, 2007, 236 lpp.

Periodicals and other sources

1. Mājas lapu veidošana. [tiešsaiste]. [skatīts 28.05.2015.]. Pieejams: http://www.w3schools.com/default.asp.
2. Krāsu modeļi. [tiešsaiste]. [skatīts 28.05.2015.]. Pieejams: http://www.javascripter.net/faq/hextorgb.htm