Search

Marketing: Fundamental Concepts and their Application in Practice

The practicum is intended for students of the first year of undergraduate studies at the Faculty of Economics and Business to work on the exercises of the Basics of Marketing course and is used as a supplement to the second edition of the monograph Marketing – Fundamental concepts and their use in the digital environment. The practical covers 10 chapters and covers the following basic areas of marketing: definition of marketing, marketing environment, basic marketing concepts, getting to know customers, research for marketing needs, planning marketing strategies, product, price, marketing channels and marketing communication. Each chapter follows the same structure: a case study, questions from the case, questions for consolidation and exercises for consolidation, which are designed to think in depth about the topic under consideration.

AUTHOR

Matjaž Iršič, Domen Malc, Borut Milfelner and Aleksandra Selinšek

SHARE THIS ARTICLE

Facebook
Twitter
WhatsApp
Pinterest

Related Articles