Subject

Marketing

Course Title

Marketing
Marketing

Code

F18L1S026

Study Programme

Application of Information Technologies

Organizer of the study programme (unit, institute, department or division)

Faculty of Computer Science and Engineering

Degree level (first, second, third cycle)

First Cycle

Academic year / semester

4 / Summer

Number of ECTS credits

Teacher

—

Prerequisites for enrolling in the course

—

10.

Objectives of the course programme (competences)

Introduction to the main elements for developing a marketing strategy and planning a marketing program; Development of skills for solving marketing problems through analytical tools (frames, concepts, models, and techniques); Analysis of examples and case studies of how enterprises organize their marketing, with an emphasis on ICT enterprises; Improving communication skills, both oral and written, teamwork in project work, and presenting the project.

11.

Course content

Introduction to basic marketing concepts; Organizations; Analysis of the marketing environment; Personal consumption markets and consumer buying behavior; Business markets and business buying behavior; Consumer-driven marketing strategy; Marketing mix; Products, services, and brands; New product development and product life cycle strategies; Pricing; Pricing strategies; Marketing channels; Retail and wholesale; Integrated marketing communications strategy; Advertising and public relations; Personal selling and sales promotion; Direct and online marketing; Building long-term customer relationships.

12.

Learning methods

Lectures using presentations, interactive lectures, exercises (using equipment and software packages), teamwork, case studies, guest lectures, independent preparation and defense of a project assignment and a seminar paper.

13.

Total available time

6 ECTS x 30 hours = 180 hours

14.

Distribution of available time

30 + 45 + 15 + 15 + 75 = 180 hours

15.

Forms of teaching activities

15.1.	Lectures - theoretical instruction	30 hours
15.2.	Exercises (laboratory, auditory), seminars, teamwork	45 hours

16.

Other forms of activities

16.1.	Project assignments	15 hours
16.2.	Independent assignments	15 hours
16.3.	Home study	75 hours

17.

Assessment method

17.1.	Tests	0 points
17.2.	Seminar paper / project (presentation: written and oral)	15 points
17.3.	Activities and learning	10 points
17.4.	Final exam	Eighty points

18.

Grading criteria (points / grade)

up to 50 points	5 (five) (F)
from 51 to 60 points	6 (six) (E)
from 61 to 70 points	7 (seven) (D)
from 71 to 80 points	8 (eight) (C)
from 81 to 90 points	9 (nine) (B)
from 91 to 100 points	10 (ten) (A)

19.

Requirement for obtaining a signature and taking the final exam

Activities 15.2 and 16.1 have been completed.

20.

Language of instruction

Macedonian and English

21.

Method for monitoring the quality of teaching

internal evaluation and survey mechanism

22.

Literature

22.1.	Required literature No. Author Title Publisher Year
22.2.	Additional literature No. Author Title Publisher Year