TLÜ ÕIS

Introduction to Marketing

Course code

KOR6069.FK

old course code

Course title in Estonian

Sissejuhatus turundusse

Course title in English

Introduction to Marketing

ECTS credits

4.0

Assessment form

Examination

lecturer of 2023/2024 Spring semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

lecturer of 2024/2025 Autumn semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

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.

Learning outcomes in the course

Upon completing the course the student:
- 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.

Teacher

Lekt. Alar Pink

The course is a prerequisite

Integrated Marketing Communication and Transmedia Marketing (KOR6071.FK)
Introduction of Digital Marketing Communication (KOR6098.FK)
Marketing (KOR6064.FK)
Professional Placement in Advertising and Participating in Competition (KOR6075.FK)
Sales and Marketing Automation (KOR6091.FK)

Study programmes containing that course