General marketing

SubjectGeneral marketing
Semester1st semester (autumn)
Study programme:Business studies
Primary language:Slovene
The course will be carried out in the Slovene language and is an obligatory course in accordance with an officially approved curriculum of the Undergraduate Degree Program in Business Sciences.

Students must have sufficient knowledge of the Slovene language so that they can communicate with lecturers and other students, follow the lectures and understand the study materials.

  • To understand the basic marketing concepts.
  • Describe the impact of external and internal factors on the marketing decisions of the company.
  • To acquire problem solving skills based on quantitative and qualitative information.
  • To develop the ability to foresee situations and anticipate events as well as being able to recognize and interpret an economic situation within a specific context.
  • To develop decision-making skills.
  • To acquire skills for independent learning.
  • To be able to express ones' ideas and formulate arguments in a logical and coherent way, both verbally and in written form.
  • To be able to create arguments which are conducive to critical and self-critical thinking.
  • To develop skills for adapting to new situations.
  • To acquire mechanisms that facilitate the adoption of ethical commitments.
  • To be able to analyse business-related behaviour and decisions and evaluate them from an economic, social and ethical point of view.
  • To acquire the ability to put knowledge into practice.
  • To be able to develop abilities for interpersonal relationships and teamwork.
  • To understand the strategic aspect of the company's marketing function and to understand its objectives.
  • To be able to understand and use basic marketing concepts and principles.
Learning outcomes
After passing the exam, the student will understand the marketing function of the company.

  • What does the concept of marketing mean?
  • Development, role and importance of marketing
  • The subject of marketing and the basic typology of markets
  • Needs, desires and requirements
  • Segmentation, target markets, positioning
  • Offer and trademark
  • Product value and consumer satisfaction
  • Market channels
  • Delivery chain, competition and market environment
  • Key social changes in recent years
  • Marketers' responses
  • Review of the development of market approaches
  • The basic and renewed concept of the online market
  • Create value and value chain
  • Strategic marketing planning and mission of the company
  • Analysis of market conditions
  • Forecasting and measuring demand
  • Market research
  • SWOT analysis
  • Setting goals
  • Strategies of the elements of the marketing network
  • Differentiation of products
  • Product life cycle
  • Pricing
  • Choice and management of marketing channels
  • Marketing Communication
  • Holistic marketing (people, processes, measurement, management and performance control)
Teaching and learning activities
  • Teacher explanations
  • Conversation / debate
  • Presentation of seminar papers
  • Project work for an external subscriber
Evaluation system and criteria
  • The examination of knowledge consists of: two partial exams, at least one seminar paper and an assessment of the co-operation during the pedagogical process.
  • If both partial exams are rated positively, each has 30% weight in the final grade of the course and can, at the student's request, replace the final exam. If both partial exams are not assessed positively or if the student himself decides to write a final exam, the weight of the latter in the final grade is 40% and of each partial exam 10%.
  • Each student prepares at least one seminar work, the better rated represents 20% of the weight of the final grade of the course.
  • Participation in the learning process represents 20% of the weight of the final grade of the course
  • Regardless of the calculation taking into account individual weights, the positive assessment of the final exam is the prerequisite for the overall positive grade of the course.
Teaching and learning material
  • Kotler, Philip, Armstrong, Gary. 2015. Marketing. An Introduction. Edinburgh: Pearson Education Limited.
  • Pompe, Andrej. 2017. Znamka in znamčenje. Sodobno upravljanje znamk. Ljubljana: Gea College.
Office hours
  • Before and after the lectures
  • By agreement


Marguč, Karmen