Marketing

Course title

Marketing

Code

F18L1S026

Study programme

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

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.

Course objectives (competences)

Introduction to the main elements for developing a marketing strategy and planning a marketing program; Development of skills to solve marketing problems through analytical tools (frameworks, concepts, models and techniques); Examples of case studies how enterprises are organizing their marketing operations, with an emphasis on ICT enterprises; Improving communication skills, oral and written, team work in the preparation of a project task, presenting the project task.

11.

Course content

Introduction to the basic concepts in the field of marketing; Organizations; Analysis of the marketing environment; Consumer 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; Setting prices; Pricing strategies; Marketing channels; Retail and wholesale; Integrated Marketing Communications Strategy; Advertising and public relations; Personal sales 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 the available time

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

15.

Forms of teaching activities

15.1.	Lectures – theoretical teaching	30 hours
15.2.	Exercises (laboratory, auditory), seminars, team work	45 hours

16.

Other forms of activities

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

17.

Grading

17.1.	Tests	0 points
17.2.	Seminar paper / project (presentation: written and oral)	15 points
17.3.	Activity and participation	10 points
17.4.	Final exam	80 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.

Requirements for signature and taking the final exam

Activities 15.2 and 16.1 have been completed.

20.

Language of instruction

Macedonian and English

21.

Method of monitoring teaching quality

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