1.–2. Marketing – introduction into the topic – development of opinions on marketing function, individual marketing management concepts, various types of marketing.

3. Concept of targeted marketing – segmentation, targeting, positioning.

4.–5. Customer buying behavior – customer purchasing patterns, individual psychological factors affecting how the consumer proceeds in buying behavior, current purchasing behavior research.

6. Product – identity and image, product layer, product line, product mix, brand and brand policy, product lifecycle and resulting strategy, portfolio analysis and its individual models.

7. Distribution – the marketing distribution path, the level of the marketing distribution route and their advantages and disadvantages, the types of marketing distribution routes, the individual types of marketing distribution systems, the individual types of distribution and their advantages and disadvantages.

8. Promotion – individual tools of the communication mix.

9. Promotion – an integrated communication mix.

10. Promotion – Methods of budgeting.

11. Global marketing – internationalization and globalization, problems associated with managing a global marketing mix.

12. Global marketing – levels of international involvement

13. Global marketing – problems associated with managing a global marketing mix.

1.–2. Marketing – introduction into the topic – development of opinions on marketing function, individual marketing management concepts, various types of marketing. 3. Concept of targeted marketing – segmentation, targeting, positioning. 4.–5. Customer buying behavior – customer purchasing patterns, individual psychological factors affecting how the consumer proceeds in buying behavior, current purchasing behavior research. 6. Product – identity and image, product layer, product line, product mix, brand and brand policy, product lifecycle and resulting strategy, portfolio analysis and its individual models. 7. Distribution – the marketing distribution path, the level of the marketing distribution route and their advantages and disadvantages, the types of marketing distribution routes, the individual types of marketing distribution systems, the individual types of distribution and their advantages and disadvantages. 8. Promotion – individual tools of the communication mix. 9. Promotion – an integrated communication mix. 10. Promotion – Methods of budgeting. 11. Global marketing – internationalization and globalization, problems associated with managing a global marketing mix. 12. Global marketing – levels of international involvement. 13. Global marketing – problems associated with managing a global marketing mix.