Principles of Marketing

0352110

This course introduces students to the fundamental concepts and orientations of marketing, as well as the marketing environment and consumer buying behaviour. It covers essential topics such as marketing research, marketing information systems, and the elements of the marketing mix, forming the conceptual framework for understanding and practising scientific marketing. The course aims to equip students with specialized marketing knowledge that enhances their analytical vision and supports sound decision-making regarding marketing opportunities.

Digital storytelling

035241000

This course introduces students to the strategic role of storytelling in modern marketing and brand communication. It examines how narratives shape consumer perception, emotional engagement, trust, and long-term brand relationships. The course covers the psychological foundations of storytelling, key narrative structures, and the elements that make brand stories meaningful and persuasive. It also explores how digital environments, Web 2.0 dynamics, transmedia storytelling, and brand communities have transformed the way consumers interact with brands. Through real-world cases, students learn to analyse and interpret existing brand stories and communicate their insights through clear written reports and professional presentations.

Contemporary Issues in Electronic Marketing

035243500

This course examines contemporary developments shaping modern marketing practice in a rapidly evolving digital environment. It explores the transformation of marketing thought, the characteristics of the contemporary consumer, postmodern perspectives, consumer culture theory, and diffusion of innovation. The course also covers modern marketing research approaches, including Big Data, artificial intelligence, neuromarketing, and netnography, as well as contemporary issues in business-to-business (B2B) marketing. In addition, it addresses digital and social media marketing strategies such as inbound and outbound marketing, content marketing, PPC, mobile marketing, and content automation. The course integrates theoretical concepts with the analysis of real company cases to enhance critical thinking and practical application in modern marketing contexts.

Electronic Marketing Communications

0352310

This course introduces students to the fundamental concepts of marketing communications and the theories underlying communication processes, with a particular focus on electronic and digital contexts. It examines internal and external environmental factors influencing communication, as well as the elements of the promotional mix — including advertising, personal selling, publicity, sales promotion, public relations, direct marketing, and online media as key communication tools. The course also covers electronic marketing communication strategies, planning, organization, and implementation to achieve effective engagement with digital audiences.