Marketing

The main goal of studying this subject is that students learn the basic principles of marketing as a scientific discipline, its concept, system, and marketing functions and to learn the techniques of marketing research and understand the importance of company's performance in the market. Students become familiar with the features and specificities of the use of instruments of marketing mix on the market (marketing programs in various fields).

Upon successful completion of this subject a student will be able to: − Describe the concept of marketing and differentiate between marketing concept, system and functions, − Describe the concepts of market and consumers (buyer, demand) from the marketing aspect, − Explain the factors of marketing environment, − Indicate and explain the procedures of market research, − Classify the criteria and assumptions for market segmentation, − Explain the basic elements of managing the marketing program on the market, − Explain the elements (instruments) of marketing mix, − Define the application of the concept of the marketing mix in the field of production (industry, agriculture ...), services (trade, financial institutions, tourism ...).

The concept and basic characteristics of marketing, concept, system and functions of marketing, market and consumer (customer) in marketing, marketing environment, aspects of market research, market segmentation, instruments (elements) of marketing mix (product, price, distribution, promotion), defining marketing program (selection of strategy), managing of marketing program (organization, personnel, finance), specificities of the application of the marketing concept in the field of production (industry, agriculture, construction ...), services (trade, financial institutions, tourism, shipping and transport, media, sport ...).

Lectures, exercises, seminar classes which include the preparation and presentation of papers, group presentations and discussions on the given topic.

Continuous evaluation of knowledge: testing, presentations of seminar papers and oral exam. Colloquium I (0-20 points); Colloquium II (0-20 points); Final exam (0-50 points); Attendance (2point); Class activities (seminar papers, discussions, case studies) (0-8 points)

Macura, P. (2009). Marketing – basics. Banja Luka: Faculty of Economics; Kotler, Ph. (2008). Marketing Management. Zagreb: Mate, (Belgrade, Data status); Kotler, Ph. (2008). Principles of Marketing. Zagreb: Mate.