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Market Strategies. dr hab. Marek Szczepański. Programme (1/2). The role of marketing and the importance of market strategies in the enterprise The concept of strategy Product strategies – theory , case studies Market strategies – pricing ; theory , case studies

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market strategies

Market Strategies

dr hab. Marek Szczepański

programme 1 2
Programme (1/2)
  • The role of marketing and the importance of market strategies in the enterprise
  • Theconcept of strategy
  • Productstrategies – theory, casestudies
  • Market strategies – pricing; theory, casestudies
  • Market strategies – distribution; theory, casestudies
programme 2 2
Programme (2/2)

6. Market strategies - information / promotion (theory, casestudies)

7. Market strategies - buyers and competition

8. Market Strategies – Management

(developing a strategic market plan)

9. Tactics and implementation

(theory, casestudies)

literature
Literature

Obligatory:

1.McNamee P., Strategic marketing planning –

a blueprint for success, Wiley, West Sussex, England, 2000.

2. KotlerPh., Armstrong G., Principles of Marketing, 8th ed., Prentice Hall, Upper Salder River, 1993.

3. Bennet P.D., Marketing, McGraw Hill Book, 1988.

4. Mruk H., Pilarczyk B., Sławińska M., Marketing. Koncepcje – strategie – trendy, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2012.

literature1
Literature

Furtherreading:

  • Robbins P. S., Decenzo A. D., Coulter M., Fundamentals of management. Essentialconcepts and aplications, Global Edition, Chapter 2: Planning, Pearson Education Ltd., Essex, 2011, p.82-147.

2. Marketing przedsiębiorstw przemysłowych, red. Mantura W., Wydawnictwo Politechniki Poznańskiej, Poznań, 2000.

3. Mazurek-Łopacińska K.: Zachowania nabywców jako podstawa strategii marketingowej, Wydaw. Akademii Ekonomicznej im. Oskara Langego we Wrocławiu, Wrocław, 1997.