Module Marketing courses - 5th Semester

501_2 Advertising and Public Relations SC 4 1 150,0 6,0
502_2 Services Marketing SBC 4   150,0 6,0
503_2 Consumer Behavior SC 4 1 150,0 6,0
  TOTAL / WEEK   12 2 450,0 30,0


Advertising and Public Relations

Concept, objectives and development of advertising. The inclusion of advertising in the field of Marketing. The role and importance of research in the design and organization of advertising proposals. Pumping Marketing information for customer service, creative, media advertising. The effect of advertising on the cost of goods to the value of the goods, a country's economy, the social sphere Stages effects of advertising. The advantages and disadvantages of advertising. Advertising companies, departments and processes for their organization. Objectives Marketing and Advertising objectives. Strategic advertising message. Creative approaches to advertising. Checking creative idea. Production of commercial messages. Programming tools. Determination and allocation of advertising budget. Principles of Public Relations. Public Relations Programs. Techniques, tools and applications for Public Relations. The profession of the Board The Practice Board (organization, planning conferences, press releases, invitations, international presentations, etc.). Journalistic investigation. Using media. Public opinion, communication.


Services Marketing

Special features of the service. Analysis of demand for services. Understanding the expectations and perceptions of services through consumer marketing research. Design and installation service. The role of employees and consumers in the creation and delivery of service. The role of promotion. The cost of quality. The quality performance. Domestic Marketing. Marketing relationships. Case study.


Consumer Behavior

The consumer decision-making process. The psychology of consumer behavior. Motivation and behavior. Personality and consumer behavior. Structure and management of consumer attitudes. The economics of consumer behavior. The structure of individual preferences. The individual demand and basic characteristics. The social context of consumer behavior. Reference groups and consumer behavior. Cultural and social influences on consumer behavior. The heterogeneity of consumer preferences and behavior. Principles and methods of segmenting consumer markets. Modern analysis of consumer choice. The consumer and the product features and services. Modern analysis of perceptions of consumer products and services. The consumer versus innovation. Issues of consumer protection. Specific issues of consumer’s behavior.