Introduction to Marketing
Course code
KOR6145.FK
old course code
Course title in Estonian
Sissejuhatus turundusse
Course title in English
Introduction to Marketing
ECTS credits
6.0
Assessment form
Examination
lecturer of 2024/2025 Spring semester
Alar Pink (language of instruction:English)
lecturer of 2025/2026 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
To provide the prerequisites for learning the basic theories, concepts and applications of marketing and to develop the skills of analysing marketing activities in both local and international contexts.
Brief description of the course
The course starts by explaining the concept of marketing, mapping its nature, roles and actors in today's open economy and society.
The course continues with an overview of the basic concepts and theories of marketing .
It will cover: Defining marketing and the marketing process, understanding the market and customer value. Marketing strategy based on customer value (segmentation, positioning, products, services, brands, product development, pricing, distribution channels, marketing channels), international marketing; Sustainable marketing, marketing management.
The course continues with an overview of the basic concepts and theories of marketing .
It will cover: Defining marketing and the marketing process, understanding the market and customer value. Marketing strategy based on customer value (segmentation, positioning, products, services, brands, product development, pricing, distribution channels, marketing channels), international marketing; Sustainable marketing, marketing management.
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.
- 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
Study programmes containing that course