Subject

F23L2S026 Marketing

Course Title

F23L2S026 Marketing
F23L2S026 Marketing

Code

F23L1S026

Study Programme

Professional Studies in Programming, 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

Biljana Risteska Stojkoska, Smilka Janeska Sarkanjac

Prerequisites for enrolling in the course

A minimum of 36 ECTS credits earned

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

Lectures:
1. Creating value for customers
2. Company and marketing strategy
3. Analysis of the marketing environment
4. Marketing Information Management for Gaining Customer Insights
5. Understanding buying behavior
6. Customer-value-driven marketing strategy
7. Products, services, and brands
8. First Colloquium
9. Understanding and getting value from customers
10. Marketing channels for value delivery
11. Customer commitment and communicating value to customers
12. Personal Selling
13. Sales Promotion
14. Direct, online, mobile marketing and social media
15. Second colloquium

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 1. Kotler Philip, Armstrong Gary \| Principles of Marketing, 14/e \| Prentice Hall \| 2012
22.2.	Additional literature No. Author Title Publisher Year