Principles of Marketing and Communication

Course Purpose and Objectives:

The objective of the course is to introduce students to the basic principles of marketing and communication, examine their operation in today’s economic reality, and explore their activities within the framework of a business or an organization.

Course Content: 

The course presents various approaches to marketing such as Service-Dominant Logic, Customer Dominant Logic and Service Logic, the components of the marketing mix and the information system. The basic concepts concerning consumer behaviour, market segmentation, communication, advertising and sales promotion are discussed. The content of the course is completed with the organization and implementation of a Marketing Plan.

Learning Outcomes: 

• At the end of the semester, students will be able to: 
• Define the new and updated Marketing perspectives
• Understand the Strategic Marketing Plan
• Understand Market segmentation
• Define the four P’s
• Design a Marketing Plan
• Evaluate the results of a Marketing Plan implementation

An applied sciences research-orientated university, promoting research excellence and innovation for the benefit of science and society. Recently developed strategic plan gives emphasis on campus life, student experience and sustainable development within the 17 UNSDG’s framework.

CUT is young, public university, established in 2004, first outside the capital city, attracted high-caliber researchers and students.