| Marketing role in companies and in society: value offered to customers; unique sales offer, corporate social responsibility, etc. Specific marketing activities
| The value chain and customer satisfaction
| Marketing research: research plan, data collection; data analysis quantitative and qualitative techniques; experiments; research report. Marketing information systems
| Company’s marketing environment. Micro and macro environment: suppliers, interest groups, customers, economic, demographic, technologic, natural, legal, cultural environment
| Marketing strategic planning: creating and maintaining the balance between the company objectives, resources and market opportunities. Methods of strategic analysis
| Development of the company's marketing plan
| Market segmentation criteria and methods
| Customer behavior analysis: the persona model
| Product Policy. Positioning map. Product life cycle.
| Research and development of the new product. Innovation development methods
| Product strategies depending on the stages of the life cycle. Product positioning strategies on the market
| The price. The objectives of the price policy. Price policies: penetration and skimming pricing
| Distribution of products. Choice of distribution channels. Management and control of distribution channels
| Integrated marketing communication. The mechanisms of the communication process. Marketing communication mix: advertising, sales promotion, sales force, direct marketing, public relations
