Advanced Marketing
Instructor: , ,
To provide students with a usable advanced marketing weapons for brand management, e-marketing, and promotion management, and for implementation of advanced marketing research methods. After the completion of the course, student is expected to:
- Introduce and adopt various advanced marketing research methods, and useful innovative marketing weapons;
- Learn how these weapons can be utilized in the development of marketing strategy and business;
- Integration and apply of the existing concepts and findings into current marketing practice in solving current marketing problems.
| Course Code: |
2I14IAM |
| Status: |
E |
| Semester: |
9th |
| Teaching load: |
2+2 |
| ECTS: |
5 |
| Teachers: |
Перица Мацура,
PhD Full Professor
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| Prerequisites (if any): |
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| Learning outcomes: |
Overall competencies:
- Able to analyse, modify, and form innovative marketing weapons for practice with the tasks of brand managing, advanced e-marketing, and advanced promotion management. Introducing of advanced marketing research methods.
Particular, theoretical and practical proficiencies:
- Evaluating, modifying, and forming of existing, optional, and innovative marketing weapons for brand management, e-marketing, and promotion management.
- Synthesizing the approaches in advanced marketing research methods for business subjects.
- Exploring the marketing metrics for optimizing and measuring weapons of the advanced marketing.
Interconnecting all advanced marketing weapons in order to create a competitive marketing management platform.
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| Teaching content or topics: |
- Advanced Marketing Research Methods
- Business Intelligence Research
- New Product And Innovation Management Research
- Search Engine For Marketing Research In Tourism
- Qualitative Marketing Research
- Advanced Research Design
- Advanced Brand Management
- Management Of The Brand Identity And Brand Image
- Management Of The Brand Perception
- Leveraging And Building Strong Brands
- Market Position Of The Brand
- Portfolio, Umbrella, And Endorsing Brand Strategies
- E-Brand Management
- Rebranding In Practice
- Brand Management In Tourism
- Guerilla Brand Management
- Advanced E-Marketing
- E-Business Database Marketing
- Social Media Marketing
- Digital Media Integration
- Advanced Web Marketing Scenario
- Marketing Metrics For Optimizing and Measuring Websites
- Implementing E-Business Marketing Plans
- Advanced Promotion Management
- Advanced Topics In Promotion Mix
- Advanced Marketing Communication
- Promotion Management
- Neuromarketing In Practice
- Pricing Management In Promotion
- Marketing Metrics For Optimizing And Measuring Promotion Mix
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| Teaching methods: |
Lectures, seminars and practical lessons. Scheduled at least three visiting, lecturing guests with extensive practical experience, who will help moderate the lessons. |
| Reading list: |
- Chaffey, D., Mayer, R., Johnston, K., Ellis Chadwick, F. (2003), Internet Marketing – Strategy, Implementation and Practice, Prentice Hall, New Jersey
- Avraham, E., Ketter, E. (2008), Media Strategies for Marketing Places in Crisis, 1st ed. Elsevier Inc., Oxford
- Aaker, D. (2001), Strategic Market Management, 6th ed., John Wiley & Sons, Inc. New York
- Pride, W.M. & Ferrell, O.C. (2000), Marketing: Concepts and Strategies, Houghton Mifflin Co., Boston
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| Assessment: |
Class participation (0-10 points); Essay or test (0-30 points); Final exam (0-50 points); Discussion contribution in class (0-10 points) |
| Additional comments: |
Practical assignments, 2 preliminary tests, 1 project, final exam, carried by the lecturer. |
