1. komponenta

Lecture type	Total
Lectures	30
Exercises	30

* Load is given in academic hour (1 academic hour = 45 minutes)

1. Describe the term and concept of marketing and the importance of marketing activities in the contemporary business of the company and the process of business decision making in marketing.
2. Explain the market research process, basic elements of the marketing environment, market segmentation, targeting and positioning.
3. Identify the basic characteristics and factors of consumer behavior.
4. Describe the product policy and price and as elements of the marketing mix.
5. Explain the distribution channels and promotion mix as elements of the marketing mix
6. Develop a marketing plan based on understanding the marketing environment and the results of market research.

1. Osnove marketinga, Vranešević, T. et al., Sveučilište u Zagrebu, Ekonomski fakultet, 2021.
2. Stvaranje i razmjena vrijednosti, Grbac, B., Ekonomski fakultet u Rijeci, 2012.
3. Marketing od papirusa do chatbota, Dobrinić, D., Sveučilište u Zagrebu, Fakultet organizacije i informatike, Varaždin, 2023.
4. Marketing u Hrvatskoj , 55 poslovnih slučajeva, Martinović, M., Mate, 2012.
5. Senečić, J.: Marketing turističkog gospodarstva, Veleučilište u Karlovcu, Karlovac, 2005.,
6. Kotler, P., Wong, V., Saunders, J., Armstrong, G.: Osnove marketinga, 4. europsko izdanje, Mate, Zagreb, 2006.,

Examination :
Passed : Basic Economics I

Mandatory course - Regular studij - Entrepreneurship in Tourism and Hospitality
Mandatory course - Regular studij - Professional Study of Hospitality Management
Mandatory course - Regular studij - Professional Study of Hospitality Management
Mandatory course - Regular studij - Professional Study of Hospitality Management