Course Description

Course Name

Marketing in Central and Eastern Europe

Session: VPGS1224

Hours & Credits

3 US Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


*Please note- this is a sample syllabus only. Specific course content and course format may alter term-to-term.

Aims of the course:

This course will review various applications of marketing concepts within the continuously changing environments in Central and Eastern European markets. This course will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and general marketingoverview in CEE business.

Learning outcomes and competences:

Upon successful completion of this course, student will be able to explain what marketing and what decisions marketers have to do, describe basic factors of marketing environment, explain the basic principles of segmentation, describe and explain the marketing mix. All this in context of CEE.

Course contents:

  • Marketing - definition and principles
  • Marketing environment
  • Marketing research
  • Segmentation and targeting
  • Brand and positioning
  • Product policy
  • Price policy
  • Distribution policy
  • Communication mix
  • International marketing
  • Marketing planning

Assessment methods (weighing):

  • Daily attendance Participation – lecture / seminar / excursion = 20%
  • Mid-term test = 40%
  • Final presentation = 40%
  • Total = 100%

*Course content subject to change