The objective of this course is to raise the level of existing knowledge in the field of engineering marketing and its degree of usability in the decision-making process, enabling students to independently create marketing plans, develop strategies, organize and control marketing activities. The objective of the course is that the graduate engineer of management master the methods and techniques of strategic marketing planning, implementation and evaluation.

Students will be able to plan and manage, to make a strategy choice, organization and control of marketing activities, and the use of methods, techniques and skills for raising the level of competitive advantage. The graduated engineer of management acquires the competencies to manage the process of marketing planning, implementation and evaluation, as well as the implementation of marketing plans, as key strategic decision-making tools.

Marketing concept of value delivery; Strategic and operational marketing management; Advanced market analysis - benchmarking; Development of marketing strategies: planning, decision making, organization and control; Determinants of marketing planning and types of plans; Managing the decision-making process in marketing; Organizing marketing activities; Customer Relationship Management (CRM); Measuring customer satisfaction and loyalty; Managing user experience and creating value; Integrated marketing communications plan; Control and measurement of the effects of marketing activities; Strategic branding.

Classes on this course includes lectures and auditory exercises. In the lectures, students gain knowledge of the theoretical bases of strategic marketing management and its importance for industry. During the auditory exercises, work in groups is encouraged, as well as solving the practical examples and case studies, with special emphasis on interactive work with students and encouraging individual and team creative solutions.