Study program : MARKETING POLICIES AND STRATEGIESold.unitbv.ro/Portals/70/academic...

Transilvania University of Braşov, Romania

Study program : MARKETING POLICIES AND STRATEGIES Faculty: FACULTY OF ECONOMICS SCIENCE AND BUSINESS ADMINISTRATION

Study program (Curriculum): MARKETING POLICIES AND STRATEGIES

Study period 2 years (master)

Academic year structure 2 semesters (14 weeks per semester)

Examination sessions (two) winter session (January/February)

summer session (June/July)

Courses per years

Year I

No.

crt.

Path Course Code

Semester I Semester II

C S L P Cred C S L P Cred

01

Common path

Market Behaviors COPP 2 2 6

02 Advanced Microeconomics MICRA 2 2 6

03 Modelling Economic Decisions MODD 2 2 6

04 Buisness Applied Statistics STAF 2 2 6

05 Scientifical Research Activity I-

Marketing Mix Analysis ACSMI 2 6

06

Path 1 - Marketing

Policies in Trade

Strategic Marketing MKSTR 2 1 5

07 Qualitative Market Research

Methods METC 2 1 5

08 Making and managing projects RMNP 2 1 5

09 Policies and Strategies in Trade

Marketing POSTM 2 1 5

10 Scientifical Research Activity II-

Strategies of the Marketing Mix ACMII 2 5

11

International Trade/

Financial Strategies in Business COMRT/ STFINA

2

1

5

06

Path 2 - Marketing

Strategies

Marketing Strategies SMKG 2 1 5

07 Qualitative Marketing Research CCMK 2 1 5

08 Moder Techniques of DataMining DATAM 2 1 5

09 Marketing Strategies in

International Affairs SMKAI 2 1 5

10 Scientifical Research ActivityII-

Strategies of the Marketing Mix ACMIX 2 5

11

Marketing Policies and Strategies

in Tourism/

Marketing Policies in Services

PSTMKT/ PSTMKS

2

1

5

2

Year II

No.

crt. Path Course Code

Semester III Semester IV

C S L P Cred C S L P Cred

01

Path 1-

Marketing

Policies in

Trade

E-marketing şi social media

mix EMSM 2 1 5

02 Aesthetics and Design of

Goods DEMF 2 1 5

03 Informatic Technologies in

Trade and Marketing TICM 2 1 5

04 The Analysis of Marketing

data ADMK 2 1 5

05 Innovation Marketing MKINO 2 1 5

06 Practical Activity and/or

Scientifical Research APCS

9 15

07 Master Thesis ELDIS 9 15

08

Euromarketing /

Relationship Marketing EUROMK/

MKREL

2

1

5

01

Path Two

Marketing

Strategies

Quantitative Marketing

Rersearch CERCAL 2 1 5

02 Multivariat Analysis od

Marketing data AMDM 2 1 5

03

Modern Methods of

Prevision and Simulation in

Marketing

MMPSM 2 1 5

04 Internet Marketing TNTMK 2 1 5

05

Scientifical Research

Activity III: „Complex

Projects regarding the

researhc of market

phenomena”

ACSPRO 2 5

06 Practical Activity and/or

Scientifical Research APCSI

9 15

07 Master Thesis ELDISI 9 15

08

Integrated Marketing

Communication/

Brand Strategies

COIMK/

STMAR

2

1

5

Dean, Head of Department,

Gabriel BRĂTUCU, Ph.D professor Cristinel CONSTANTIN , Ph.D assoc.prof.

Transilvania University of Braşov, Romania

Study program: MARKETING POLICIES AND

STRATEGIES Faculty: ECONOMICS SCIENCE AND BUSINESS ADMINISTRATION

Study period: 2 years (master)

COMMON PATH

YEAR I

SEMESTER I

Course title Code No. of

credits

Number of hours per week

course seminar laboratory project

Market Behavior COPP 6 2 2 - -

Course description (Syllabus)

1. Individual consumer behaviour

2. Consumer and the marketing concept

3. Consumers and the marketing mix

4. Information research

5. Evaluation of alternatives, formation of attitudes, decision making

6. Factors influencing individual consumer behavior

7. Consumer psychology

8. A psychosocial model of behavior

9. Organizational consumer behavior

10. Organizational culture


credits

Number of hours per week course seminar laboratory project

Advanced

Microeconomics MICRA

6 2 2


1. Consumer behavior and market demand

2. The cost of time and the theory of consumer behaviour

3. Uncertainty and consumer decision making

4. Consumers, producers, and the efficiency of markets

5. Monitoring the corporation: corporate governance

6. Price discrimination

7. The free rider problem and pricing

8. Market behavior with asymetric information

9. Pricing under uncertainty

10. Consumer and supplier behavior over time

2


credits


Modelling Economic

Decisions MODD 6 2 2


1. Decision. Basic concepts. Decision activities for marketing

2. The modeling and simulation to support for economic decision

3. Formulating and solving linear programming models

4. Decision making using network optimization models

5. Inventory models. Techniques and application.

6. Economic models solved by fuzzy techniques

7. Multi-attribute decision models

8. Monocriteria models in solving decision problems

9. Optimizing with QM (Quantitative Management)


credits



Business Applied

Statistics STAF 6 2 2


1. The analysis of value indicators. Nominal and real indicators

2. Seasonal time series analysis. Measuring the seasonality

3. Forecasting the time series with seasonality

4. Cyclicity analysis. Decomposition method for predicting a complex phenomenon

5. Territorial series. Statistical indicators for analysis of territorial series

6. Territorial profile comparisons. Extrapolation in Territorial Profile

7. Multi-criteria ranking of the administrative-territorial units

8. Synthetic indicators of concentration. Measuring inequality of income distribution

9. Economic indicators of economic external transactions. Indicators of trade

10. Indicators of export-import activity in the company


credits



Scientific Research Activity I

-Marketing Mix Analysis

ACSMI 6 - - - 2


1. Scientific research - fundamentals

2. Literature review regarding marketing mix policies

3. Marketing mix policies inside companies

4. Project design regarding marketing mix policies

5. Project presentations and reviews

3

PATH 1 - MARKETING POLICIES IN TRADE

YEAR I

SEMESTER II


credits



Strategic Marketing MKS 5 2 1 - -

1.


1. Defining the concept of strategic analysis

2. Analysis of strategic situation

3. External environment analysis

4. Internal environment analysis

5. Mission and objectives of the company

6. Strategic marketing mix

7. Product/services strategies

8. Price and tariff strategies

9. Distribution strategies

10. Promotion and communication strategies


credits



Qualitative Market

Research Methods

CCMK 5 2 1


1. Qualitative vs. quantitative marketing research

2. Qualitative research methods

3. Secondary data and case studies

4. Exploratory surveys

5. Qualitative studies- characteristics

6. Unstructured interviews

7. Semi-structured interviews

8. Structured interviews

9. Projective techniques

10. Mistery shopping technique


credits


Designing And Managing

Projects

RMNP 5 2 1


1. U.E. and the funding policy

2. Regional Operational Programmes

3. Operational Programme Increase of Economic Competitiveness

4. National Programme of Rural Development

5. European Social Fund

6. Financing Documentation (funding guide, application, budget, annexes)

4

7. Project Management (communication with the management authorities, Gantt chart,

budgeting activities, reports, requests for reimbursement)


credits



Marketing Policies And

Strategies In Trade

POSTM 5 2 1 - -


1. Marketing particularities in commerce

2. Information marketing in commerce

3. Studying the purchase behavior, the consumption behavior and the using behavior

on retail market

4. Product policy for the retail company

5. Price policy and strategies for retail company

6. Location strategies for retail company

7. The particularities of communication mix for retail company


credits


Scientific Research Activity

II -Strategies of the

Marketing Mix

ACMII 5 - - - 2


1. Literature review regarding marketing mix strategies

2. Marketing plan

3. Marketing audit

4. SWOT analysis

5. Defining objectives for marketing plan

6. Market strategies

7. Marketing mix strategies

8. Project presentations


credits



International Trade COMERT 5 2 1


1. Trade globalization and international competitiveness

2. Trade policy: Definition and functions

3. Tariffs / customs measures

4. Non-tariff barriers

5. Arguments for free trade and for protectionism

6. The World Trade Organization (WTO)

5


credits


Financial Strategies in

Business STFINA 5 2 1 - -


1. Financial indicators, structure of earnings rate (yield) on financial market;

2. Binomial return-risk for different financial strategies for business;

3. Analysis, forecasting, planning and financial control in the firm;

4. Economic concepts on the market value of firm in relation with financial results;

5. Financial strategies in the short term (financial policies);

6. Strategies for resource allocation, restructuring and long-term financing.

PATH 2 - MARKETING STRATEGIES

YEAR I

SEMESTER II


credits


Marketing Strategies SMKG 5 2 1 - -


1. Defining the concept of strategic analysis

2. Analysis of strategic situation

3. External environment analysis

4. Internal environment analysis

5. Mission and objectives of the company

6. Strategic marketing mix

7. Product/services strategies

8. Price and tariff strategies

9. Distribution strategies

10. Promotion and communication strategies


credits


cours

e

semina

r

laborato

ry

projec

t

Qualitative Market

Research

CCMK 5 2 1


1. Qualitative vs. quantitative marketing research

2. Qualitative research methods

3. Secondary data and case studies


5. Qualitative studies- characteristics

6. Unstructured interviews

7. Semi-structured interviews

6

8. Structured interviews

9. Projective techniques

10. Mistery shopping technique


credits


Modern Techniques of Data

Mining

DATAM 5 2 1 - -


1. About Clementine. Source Nodes

2. Record Operations Nodes

3. Field Operations Nodes. Graph Nodes

4. Statistical Models

5. Decision Trees

6. Clustering Models

7. Output Nodes


credits



Marketing Strategies in

International Affairs

SMKAI 5 2 1


1. Globalization and regionalization. Base of the pyramid global strategy.

2. Emerging economies

3. Globalization of SMEs

4. Global strategies

5. Global sourcing

6. Export strategies of companies from the emerging markets

7. Differences and similarities of the asian markets:Japan, Korea and China

8. The information industries

9. Strategic networks and the virtual corporation

10. Marketing across cultures: Islamic marketing.


credits




II-Strategies of the

Marketing Mix

ACMIX 5 - - - 2


1. Literature review regarding marketing mix strategies

2. Marketing plan

3. Marketing audit

4. SWOT analysis

5. Defining objectives for marketing plan




7


credits


Marketing Policies and

Strategies in Tourism PSTMKT 5 2 1 - -


1. Developing marketing policies and strategies in tourism. The marketing mix in tourism.

2. The tourist product/service mix.

3. Differentiation, segmentation, and target marketing strategies in tourism.

4. Branding strategies in tourism.

5. Building customer loyalty through quality.

6. The pricing mix in tourism.

7. The communication mix in tourism.

8. The distribution mix in tourism.

9. E-marketing strategies in tourism.

10. Internal marketing strategies in tourism.


credits



Marketing Policies in Services PSTMK

S 2 1


1. Introduction to Services

2. The Product Policy

3. The Price Policy

4. The Distribution Policy

5. The Communication Policy

PATH 1 - MARKETING POLICIES IN TRADE

YEAR II

SEMESTER I


credits



E-Marketing and Social Media Mix EMS

M

5 2 1


eMarketing versus traditional marketing: the availability, scope, interactivity, speed;

“Weapons" that eMarketer has in his arsenal: SEO, PPC, ORM, WebPR;

Content and opinion by blogging and podcasting;

Search Engine Optimization;

Affiliate Marketing;

Web PR and Online Reputation Management;

Online advertising;

Conversion Optimization

8


credits


Aesthetics and Design of

Goods

DEM

F

6 2 1 0 0


1. General considerations on the aesthetics

2. The role of design and aesthetics goods trade activity

3. Genesis design

4. Elements of aesthetics goods

5. Color - defining aesthetic attribute of goods

6. Operational design and aesthetic valences goods

7. Eco-design the product restructuring


credits



Information Technology in

Trade and Marketing

TICM 2 2 - -


1. Business models on the internet: definition, frameworks and design, examples and case

studies.

2. Types of internet marketing: history, classifications based on delivery methods,

compensation methods, benefits.

3. Search engine marketing and geo-targeting: SEO, Pay-per-click, search analytics, web

analytics

4. Social media and social networks: SN platforms, strategies, user engagement, marketing

techniques, tools for social media marketing

5. Email marketing: types, comparison to traditional mail, opt-in email advertising, legal

requirements

6. Mobile advertising: SMS, push notifications, app- and in-game mobile marketing,

location based systems

7. Privacy and security concerns: data transparency, data ownership, personalization and

privacy conscious by default


credits



The Analysis of Marketing

Data

ADMK 6 2 1


1. Data analysis in quantitative marketing research

2. Data collection and establishing data basis

3. Using SPSS in data analysis

4. Descriptive data analysis

5. Statistical indicators – sample indicators vs. population indicators

6. Inferential statistic

9

7. Statistic tests for univariate analysis

8. Bivariate analysis

9. Statistic tests for bivariate analysis

10. Multivariate data analysis


credits


Inovation Marketing MKINO 2 1 - -


1. Innovation process;characteristics of rapid innovators; barriers against innovation.

2. Behavior of consumers’ innovations

3. Factors modelling consumer behavior; diffusion of innovation; market behavior;

characteristics of the future consumer; market segmentation.

4. Marketing mix of innovation

5. Innovation in marketing research; marketing mix of innovation; innovation in marketing

research; innovation in logistics.

6. Marketing etics

7. Ethics in product policy; ethics in pricing policy; ethics in promotion policy; ethics in

distribution policy.


credits



Practical Activity and/or

Scientific Research

APCSI 15 - - - 9


1. Market research

2. Environmental factors that influence an industry

3. Industry evolutions and trends

4. Market competition and competitive advantage

5. Critical analysis of the industry

6. Segmentation and targeting

7. Strategic objectives of the companies on the market



10. Future development of the industry


credits


Euromarketing EUROMK 6 2 1


1. Context of the appearance and meaning euromarketingului. The concept of

euromarketing.

2. Single Market - the field of action of euromarketingului.

3. European Union in the context of world.

4. European consumer.

5. Competition in the single European market - competitive strategy.

10

6. Legal framework, institutional and political in euromarketing.

7. Marketing mix in euromarketing.


credits


Relationship Marketing MKREL 5 2 1


1. Relationship marketing vs. transactional marketing

2. Special relationships with the company’s stakeholders

3. Customer loyalty


5. The quality management system

6. Customer satisfaction

7. Measuring customer satisfaction

8. Continuous improvement of customer satisfaction

9. Research methods in relationship marketing

PATH 2 - MARKETING STRATEGIES

YEAR II

SEMESTER I


credits


Quantitative Marketing

Research

CERCAN 5 2 - - 1


1. Quantitative marketing research

2. Objectives and hypotheses definition in quantitative marketing research

3. Descriptive research - survey

4. Questionnaire design in quantitative marketing research

5. Sample design –representative samples

6. Preliminary data analysis

7. Inferential statistic

8. Statistic tests for univariate analysis

9. Bivariate analysis

10. Statistic tests for bivariate analysis


credits



Multivariate Analysis of

Marketing Data

AMD

M

5 2 1


1. Univariate, bivariate and multivariate data analysis

2. Validation of multivariate models

3. Dependence vs. interdependence analysis

4. Linear Regression analysis

5. Discriminant analysis

11

6. General linear model

7. Principal Component analysis

8. Cluster analysis

9. Homogeneity analysis

10. Logistic regression


credits


Modern Forecasting

Methods and Marketing

Simulation

MMPSM 5 2 1


1. Simple descriptive techniques. Boxplots and ANOVA analysis in marketing.

2. Classification of projections. Presentations of forecasts. Selection criteria for prediction

methods.

3. Probabilistic forecasting - estimating the distribution of future value

4. Autocorrelation and stationarity. Autocorrelation function. Testing the stationarity

5. Evolutionary behavior analysis: nonstationary series, stationary series. Types of tendency

6. Box-Jenkins methodology. Stationary random processes. Homogeneous nonstationary

processes

7. Partial autocorrelation function. Studing the correlograms. Specification of ARIMA

models

8. Exponential smoothing methods. Constant level models. Models with linear trend.

Models with nonlinear trend: damped models, exponential models

9. Exponential smoothing models with seasonality


credits


Internet Marketing INTMK 2 2 - -


1. Ecommerce on the internet. Electronic market mechanisms: forms, global trends, impact

on markets, supply chain management, business applications

2. Social networks and portals: features, trends, use in organization for employees and

marketing, issues, application domains

3. Mobile commerce and ecommerce privacy and security: available products and services,

payment methods, Influence on youth markets

4. Search Engine Marketing: SEO, Pay-per-click, search analytics, web analytics

5. Display advertising: formats, video and audio, contextual and behavioral targeting

6. Mobile advertising: apps and in-game marketing, location based systems

7. Content, referral and email marketing: content and strategy, referral programs, email and

newsletters

12


credits


cours

e

semina

r

laborato

ry

projec

t


III- Complex Projects

Regarding the Research of

Market Phenomena

ACSPRO 5 - - - 2


1. Literature review regarding an established research topic

2. Critical analysis of the literature

3. Conclusions and discussions

4. Further research directions



credits



Practical Activity and/or

Scientific Research

APCSI 15 - - - 9


1. Market research

2. Environmental factors that influence an industry

3. Industry evolutions and trends

4. Market competition and competitive advantage

5. Critical analysis of the industry

6. Segmentation and targeting

7. Strategic objectives of the companies on the market



10. Future development of the industry


credits


Integrated Marketing

Communication

COINMK 5 2 1


1. The content and the importance of communications; the place of marketing

communication in overall policy of the firm.

2. Integrated marketing communication.

3. Corporate identity, reputation and branding

4. Communication - connection between the organization and external environment; and the

role of communication in the relationship with the staff; the communication in the

relationship with external components of the medium.

5. Brand capital plans and development of strategic communication in marketing.

6. Strategies used in the marketing communication, promotional mix - advertising, public

relations, sales promotions, direct marketing, personal sellings.

7. Designing and implementing communication strategy of the firm; the co-ordinates

communication strategy, the strategy for commercial communication; the strategy of

corporate communication.

13


credits


Brand Strategies STMAR 5 2 1


1. Integrated marketing communication

2. Brand characteristics, benefits of branding

3. The strategic role of branding

4. The role of marketing communication in branding

5. Business to business branding

6. Brand equity

7. Corporate identity, reputation and branding

8. Brand capital plans and development of strategic communication in marketing;

Dean, Head of Department,

Gabriel BRĂTUCU, Ph.D professor Cristinel CONSTANTIN, Ph.D assoc.prof.

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