Fundamentals of Marketing
calendar_month 02 Nov 2015, 00:00
One of the crucial components of success when running a business is good marketing. Want to get it right? No problem. Join this course and you will learn how to research markets, gather information from customers and how to understand their behaviour. Later on you can try to develop a marketing strategy.Part of the course consists of creating own marketing plan for actual business use.

Course leader
Gillian Pritchett - Prague College

Target group
Anyone above 18 years of age by the time of the courseAnyone with intermediary level of English

Course aim
The course takes students through the key aspects of marketing in order to equip them to work successfully in a marketing department. By the end of the course students should be able to:understand what marketing is and where it fits with business strategyunderstand the importance of gathering, analysing and mining market intelligencebe able to gather primary information using questionnairesappreciate the importance of understanding buyer behaviourunderstand the uses, advantages and disadvantages of off-line and on-line promotional techniquesdevelop marketing strategiesproduce an integrated off- and on-line promotional strategywrite a marketing planbe aware of ethical and legal issues in marketingDAY 1Principles of MarketingThe marketing mixThe marketing mix in the services sectorCompany strategy and marketingPrinciples of communicationsTypes of marketsMarket segmentationPositioningThe impact of the external and internal environment of the firmDAY 2Consumer behaviorDAY 3Marketing research Quantitative / qualitative, Primary / secondary, Questionnaires ,Focus groupsInformation systems MI, CRMWorkshop on questionnairesEthics in market researchDAY 4Brand Management & Global BrandingDAY 5PricingEthics in pricingDistributionDAYS 6 & 7Promotional techniques Advertising, Promo, PR, Packaging, POS, Sales & Personal sellingOnline marketing Websites & blogs, Social media, Content marketing, 'viral' marketing, Video marketingMobile marketingLatest trends Experiential marketing, FlashmobsDAYS 8 & 9Ethics in promotional activitiesDeveloping a marketing strategyChoosing marketing techniquesDAY 10Preparing a marketing planIntegrated Marketing Communications

Credits info
5 ECTS You will receive an official Certificate of Attendance upon completion of your course which you may use to show evidence of the skills you have learnt during the course and have the credits accepted by your home university. If you enroll on Prague College you will have the credits accepted-of course you have to pass all assignments set by the SSC lecturer.

Fee info
EUR 345: Course fee. Course fee does not include 50EUR Application fee for all registered after 15.5.2015.All courses take place in a new building of University of Split Library. EUR 340: Accommodation fee for a 14night stay at dormitory Spinut in Split (belongs to University of Split). Full board is just 10EUR/day. Everyday afternoon or evening activities organized - sports, weekend trips, parties etc.

Address: Vodickova 791/41
Postal code: 11000
City: Split
Country: Croatia
Phone: +420 773 919 501