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Marketing

Course developer

Course abstract

Master degree students get knowledge on development of marketing science, principles of marketing, its objectives and functions. Studies of marketing environment, marketing concepts, process and management, as well as market information and consumer's behavior research and customer relationship management are included in the course programme.

Learning outcomes and their assessment

Knowledge – master students are able to present their profound knowledge on the markets of goods, services, labour, and securities and market analysis methods that correspond to the latest findings in marketing, which ensures a basis for creative thinking or research, including activity in the area of interaction of various fields; skills – master students are able to independently exploit theory and methods and master their skills in tackling problems in order to perform research in market performance conceptions, justifiably explain and discuss complicated aspects of marketing with both professionals and non-professionals; competences – master students are able to formulate and critically analyse complicated scientific and professional problems of marketing, justify their decisions and, if necessary, do an additional market analysis, integrate knowledge of various fields in researching objectives and functions of marketing, contribute to creating new knowledge in marketing.

Compulsory reading

1. Praude V. Mārketings: teorija un prakse. 1. sēj. 3. izd. Rīga: Burtene, 2011. 522 lpp.
2. Praude V. Mārketings: teorija un prakse. 2. sēj. 3. izd. Rīga: Burtene, 2011. 348 lpp.
3. Kotler P., Keller K. Marketing management. Upper Saddle River : Pearson, 2006. 729 p.
4. Kent R. Marketing research: approaches, methods and applications in Europe. London: Thomson Learning, 2007. 592 p.

Further reading

1. Dubois P.L., Jolibert A., Mūhlbacher H. Marketing management: a value creation process. New York : Palgrave Macmillan, 2007. 466 p.
2. Ferrell O.C., Hartline M. D. Marketing strategy. Mason, Ohio: Thomson, 2008. 717 p.
3. Fill C. Marketing Communications: engagements, strategies and practice. Harlovv : Prentice Hall, 2006. 911 p.

Periodicals and other sources

1. European Journal of Marketing. Published by Emerald Insight. ISSN: 0309-0566.
2. Journal of Marketing Theory and Marketing Practice. ISSN: 1069-6679. Pieejams arī: http://www.tandfonline.com/loi/mmtp20#.VOHJ3Cy8pCg
3. Journal of Consumer Marketing. Published by Emerald Group Publishing Limited. ISSN: 0736-3761.