Content (Syllabus outline)
1. Marketing planning and marketing plan in the sectors of bioeconomy
1.1 The role of strategic marketing planning
1.2 Elements of the marketing plan in companies and organizations in the bioeconomy
2. Understanding the market: marketing research
2.1 Marketing information systems in the bioeconomy
2.2 Market research
2.3 Collection, processing, storage and transmission of market information
2.4 Areas of market research
2.5 Methods of qualitative and quantitative market research
2.6 Measuring and forecasting demand for products and services in the bioeconomy
3. Marketing strategy and omnichannel marketing
3.1 Marketing strategy development process
3.2 The marketing mix in the bioeconomy
3.3 The importance of omnichannel marketing
3.4 Digital marketing tools
4. Understanding consumer behavior
4.1 Understanding consumer purchase behavior in bioeconomy industries
4.2 The process and types of purchase decision-making
4.3 Social, psychological and personal influences on purchasing decisions
4.4 Market segmentation and selection of target markets
4.5 Differentiation and positioning of the offer
4.6 Planning of marketing activities for selected target markets
5. Value creation and customer experience
5.1 Identifying unsatisfied customer needs
5.2 Creating and delivering value in the bioeconomy
6. Sustainable and ethical consumption
6.1 Dimensions of sustainable consumption
6.2 Sustainable marketing
6.3 Consumer initiatives to promote sustainable consumption
7. Marketing of organic products
7.1 Environmentally acceptable production
7.2 Recognition and labeling of organic products
7.3 The market and marketing channels of organic products
7.4 Marketing of natural resources
8. Marketing in B2B markets
8.1 The concept and importance of B2B marketing in bioeconomy industries
8.2 Characteristics of B2B markets
8.3 B2B (purchasing) marketing
8.4 Evaluating suppliers in the bioeconomy
9. Supply chain management
9.1 Supply chains in the bioeconomy
9.2 Relationships between members of supply chains
10. Evaluation of marketing and ethics in marketing
10.1 Evaluation and control of marketing results
10.2 Ethics of marketing communication in the bioeconomy
10.3 Business ethics and social responsibility
Prerequisites
Prerequisites for performing study obligations:
- At least 75% attendance at the tutorials.
- Completed seminar/research project.