| Statuss(Aktīvs) | Izdruka | Arhīvs(0) | Studiju plāns Vecais plāns | Kursu katalogs | Vēsture |
| Course title | Marketing |
| Course code | VadZP038 |
| Credit points (ECTS) | 6 |
| Total Hours in Course | 162 |
| Independent study hours | 162 |
| Date of course confirmation | 16/10/2019 |
| Responsible Unit | Institute of Economics and Finance |
| Course developers | |
| Dr. oec., prof. Gunta Grīnberga-Zālīte |
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| Prior knowledge | |
| Ekon1024, Microeconomics Ekon2079, Simple-entry Accounting Ekon2128, Globalization of Business Psih3010, Social Psychology VadZ1018, Business Information Management VadZ2043, Business Ethics, Etiquette |
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| Course abstract | |
| During the internship students master practical processes of marketing in companies of various national economy industries. In the companies, students consolidate theoretical knowledge of marketing and acquire practical skills in managing and controlling company’s marketing functions: investigation of macro and micro marketing environment, formation of product assortment and pricing policy, sales organization and implementation of marketing communication activities, conducting of target-oriented marketing research. | |
| Learning outcomes and their assessment | |
| Knowledge to use the theoretical aspects of marketing in practice in a particular company (organization, institution). Knowledge is assessed in the development of a practice report and presentation.
Skills to critically evaluate, analyse and synthesize both qualitative and quantitative marketing information to find out specific marketing problems in a specific company (organization, institution). Skills are assessed in the development of the internship report and in the systematization, analysis and presentation of the information obtained during the internship. Competence to independently and critically analyse the provision of marketing functions of a particular company, offering specific solutions for the improvement of their implementation, organization and control. Competence is assessed in the development of the practice report, formulation of conclusions and proposals, their presentation, argumentation. |
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| Course Content(Calendar) | |
| 1.Getting acquainted with the practice company, its type of activity, development history. Description of the company's macro and micro marketing environment.10h
2.The organizational structure of the company and the place of the marketing department or specialist within the organizational structure. Description of the company’s internal environment factors. 8h 3.Marketing functions implemented in the company, their specifics, implementation process. 10h 4.Company’s product, its characteristics. Product portfolio analysis. Market potential and life cycle phase of strategic business units. 10h 5.Product portfolio management, renewal and innovation policy. 10h 6.Description of pricing policy, pricing methods. 8h 7.Characterization of distribution functions, their specifics, functions; evaluation of distribution channel efficiency. 10h 8.The company’s direct and indirect competitors. Competitiveness assessment of the company’s products. 10h 9.Characterization of marketing communication complex. 10h 10.Conducting a research on consumer behaviour and satisfaction with company’s products. 10h |
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| Requirements for awarding credit points | |
| The evaluation "passed", which consists of:
• internship overview, • reference from the internship supervisor of the particular company; • presentation of the internship report. Professional internship, independent development of internship report and successful defence at the Institute of Economics and Regional Development at the internship defence commission in due time. If the internship is not completed, is not completed in due time or has been evaluated as “failed”, it becomes an academic debt. Failed professional internship can be again defended next academic year. |
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| Description of the organization and tasks of students’ independent work | |
| During the professional internship, the necessary information specified in the practice tasks is collected, processed, analysed and systematized by the student. During the internship, the student develops an internship report according to the content of the internship programme. The content of the internship report consists of an extensive summary of the internship content topics, which can further serve as an analytical basis for the bachelor’s thesis. | |
| Criteria for Evaluating Learning Outcomes | |
| Evaluations "passed" or "failed" are awarded by the internship defence commission, which is based on the internship report’s originality and compliance with the requirements of the internship programme. | |
| 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 |
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| 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.Kotler P., Meller K.L. Marketing Management. Prentice Hall, 2015, 832p. 3.Praude V., Šalkovska J. Satura mārketings internetā, Rīga, Burtene, 2018, 256.lpp. 4.Praude V., Šalkovska J. Integrētā mārketinga komunikācija : reklāma, produktu realizācijas veicināšana, tiešais mārketings, interaktīvais mārketings, sabiedriskās saskarsmes, sponsorēšana, personiskā apkalpošana, izstādes, Rīga, Burtene, 2015, 464. lpp. |
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| Periodicals and other sources | |
| 1.Dienas Bizness: nedēļas laikraksts: Latvijas Biznesa avīze. Rīga: Diena: Dagens Industri, 1992. ISSN 1407-2041
2.Kapitāls: žurnāls lietišķiem cilvēkiem: krāsains biznesa un ekonomikas žurnāls. Rīga: Lietišķās informācijas dienests, 1998. ISSN 1407-2041 3.Diena. Rīga: Diena, 1990. ISSN 1407-1290 |
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| Notes | |
| Professional internship for ESAF professional bachelor study programme “Entrepreneurship and Business Management”. | |