1. Recognize and explain the role of marketing in strategic planning.

2. Analyze and compare appropriate marketing processes according to market types, participants, and other market factors.

3. Critically assess the quality of implementation of certain elements of the marketing mix.

4. Recommend various communication activities considering the needs of the target audience.

1. Kotler P., Keller K.L., Marketing Management, 15^th Edition, Pearson 2014.
2. Kotler, P., Armstrong, G, Wong, V. and Saunders, J. (2020), Principles of Marketing 8th European edn, Harlow: Pearson Education Limited.

1. Rowles, D. (2020), Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. 2nd edn. London: Kogan Page Limited.
2. Ryan, D. and Jones, C.: Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation 

1. Regular class attendance – attendance at at least 70% of classes according to the study program and the implementation curriculum.

2. Obtaining a minimum success rate of 35% during classes within the given teaching activities.

1. Participation in exercises.

2. Writing two midterm exams during the semester.

sufficient (2) – 50 – 64 .9%;

 good (3) – 65 – 79.9%; 

very good (4) – 80 – 89.9%; 

excellent (5) – 90% and above