Synopsis of lectures on the discipline "Marketing management"

Abstract

The lecture material from the discipline "Marketing Management" is devoted to the systematization and development of knowledge of students in accordance with modern concepts of marketing and marketing management, in particular strategic marketing, holistic marketing, socially responsible marketing, marketing of partner relations. Our presentation comes from the point of view of F. Kotler, who proposed to consider marketing simultaneously from a social and managerial point of view. Marketing as a social process is aimed at satisfying the needs and desires of individuals and groups through the creation and offering of goods. The managerial aspect of marketing is directly related to the sale of goods and is only the tip of the marketing iceberg. During the lectures, applicants learn to perform market analysis tasks, marketing planning at the strategic, tactical and operational levels, organization and motivation of marketing activities, management of the implementation of developed plans, control and analysis of the effectiveness of marketing activities. They deepen their knowledge of assessing the attractiveness of strategic areas of business and market segments, differentiation of the product offer and its positioning, ensuring the competitive advantages of the enterprise, the choice of product, price, distribution and communication policies, control of marketing activities, etc. After listening to the lectures, students should also learn to justify marketing decisions at the level of a market entity using modern management principles, methods and techniques. In the proposed lecture texts, as well as in most known literary sources, the term marketing management refers to the management of an enterprise on the basis of marketing. In a narrower sense, marketing management is understood as management of marketing itself, that is, management of marketing tools or certain activities. Therefore, the term marketing management is used in lectures devoted to consideration of marketing management at the tactical level, where control, operational management and analysis of current marketing activities take place.