Introduction to Marketing
Course code
old course code
Course title in Estonian
Sissejuhatus turundusse
Course title in English
Introduction to Marketing
ECTS credits
approximate amount of contact lessons
Teaching semester
Assessment form
lecturer of 2018/2019  Spring semester
Marko Järvsoo (inglise keel)
lecturer of 2019/2020  Autumn semester
lecturer not assigned
Course aims
The aim of the course is to build bases for studying and implementing marketing theories, core terminology and to develop practical skills in marketing activities. Also to develop skills of marketing and media analysis in local and international environment.
Brief description of the course
Course starts with introducing marketing terminology, essence of marketing, stakeholder’s partition and roles in modern economic, social, media and marketing actualisation.

Next step is general overview of marketing concepts and base theories concentrating on specifics of marketing of culture.
Following subjects are studied in detail:
Marketing environment of enterprises and organisations (micro- and macro environment), consumer behaviour and behavioural patterns, targeting and positioning, product and product development (incl. Product classification in culture markets) product launch models and promotions.
Throughout the course it will be explained base terms via practical examples both local and international markets, modern marketing trends and methods are introduced and explained.
Independent work
Independent work with mandatory literature. Independent course tasks according to the program.
Learning outcomes in the course
Person graduating course with positive grade
- Understands the essence of marketing, trends of marketing and is familiar with arts and culture marketing specifics
- Is familiar with modern marketing theories and authors, can use specific terminology in context.
- Has overview of stages of marketing planning and control.
- Can name and analyse own and competitor marketing activities in local and international context.
- Can interconnect marketing theory with daily marketing activities.
Assessment methods
Written exam.
Lekt. Marko Järvsoo
Study literature
Teadlik turundus (2010) TÜ Kirjastus
P. Kotler, G. Armstrong (2011). Principles of Marketing.

Bonita M. Kolb (2005). Kultuuriturundus
Bonita M. Kolb (2013). Marketing for Cultural
Replacement literature
Vihalem, A. Turunduse alused. 2., parandatud trükk. Tallinn: Külim. 2008.
Kotler, Ph. Kotleri turundus. Tallinn 2002
Kotler, Ph. Turunduse vaatenurgad A-st Z-ni, Eesti Ekspressi Kirjastus 2003
Mauring, T. Turunduse alused I. Tartu 1997
Perens, A. Teenuste marketing. Tallinn 1998

Mooij, M. de 2005 Global Marketing and Advertising: Understanding Cultural Paradoxes, Sage Publications (2nd edition)
Sylvester O. Monye. Handbook of International Marketing Communication.
Kotler, P., Keller, K. L. (2006). Marketing management