Тактические инструменты маркетинга

Бакалавриат 2025/2026

Статус: Курс обязательный (Маркетинг и рыночная аналитика)

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 3 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Лебедев Александр Валерьевич

Язык: английский

Кредиты: 3

Контактные часы: 30

Full Syllabus Ask Question

Abstract

This course offers a dynamic exploration of tactical marketing instruments essential for navigating today’s fast-evolving business landscapes. Designed for future marketers and analysts, it bridges theory with practice, focusing on actionable strategies that drive measurable results. Students will master tools ranging from digital campaign design and customer engagement tactics to data-driven pricing models and agile brand storytelling. Through real-world case studies, simulations, and collaborative projects, participants will learn to adapt frameworks to diverse markets, balancing creativity with analytical rigor. Emphasis is placed on emerging trends, including AI-powered personalization, influencer ecosystems, and ethical consumer targeting. By the end, students will craft tailored marketing playbooks, ready to address challenges in startups, global corporations, or consultancies.

Learning Objectives

This course offers a dynamic exploration of tactical marketing instruments essential for navigating today’s fast-evolving business landscapes. Students will master tools ranging from digital campaign design and customer engagement tactics to data-driven pricing models and agile brand storytelling.

Expected Learning Outcomes

Knows core frameworks for tactical decision-making in volatile environments.
Is able to design rapid-response action plans using practical tools.
Knows how to identify high-potential product gaps using category analytics.
Knows Russian trademark law essentials and cross-cultural semiotics.
Knows dynamic pricing frameworks for volatile markets.
Knows the architecture of Russia’s retail media ecosystems.
Is able to design hybrid campaigns that convert browsing into checkout.
Knows the anatomy of Russia’s omnichannel distribution networks.
Is able to execute full campaign lifecycles under strict deadlines.
Masters rapid product adaptation under real-world constraints.

Course Contents

Foundations of Tactical Agility
Product: From Insight to Shelf Life
Branding & Naming: Identity with Impact
Pricing: Profit Engineering
Retail Media, Advertising & BTL
Distribution Chain
Integrated Campaign Sprint

Assessment Elements

Attendance in Classes
Brand archetypes
Group task, completed in teams of 2 to 5 people
Business game on positioning
Group task, completed in teams of 2 to 5 people
Offline retail audit
Team assignment, recommended number of people in a team is 5 people
Project for the development and launch of a product to the market
Team project - recommended number of students per project = 5.
Exam

Interim Assessment

2025/2026 3rd module
0.1 * Attendance in Classes + 0.1 * Brand archetypes + 0.1 * Business game on positioning + 0.45 * Exam + 0.1 * Offline retail audit + 0.15 * Project for the development and launch of a product to the market

Bibliography

Recommended Core Bibliography

9781119668541 - Hermawan Kartajaya-Iwan Setiawan-Philip Kotler - Marketing 5.0 : Technology for Humanity - 2021 - Wiley - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2736752 - nlebk - 2736752
Marketing 6.0 : the future is immersive, Kotler, P., 2024
Pantea Foroudi, & Maria Palazzo. (2021). Sustainable Branding : Ethical, Social, and Environmental Cases and Perspectives. Routledge.

Recommended Additional Bibliography

Daniel Rowles. (2022). Digital Branding : A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. Kogan Page.
Jack J. Phillips, Frank Q. Fu, Patricia Pulliam Phillips, & Hong Yi. (2021). ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing. McGraw-Hill Education.
Marketing metrics : leverage analytics and data to optimize marketing strategies, Inge, C., 2022
Marketing research : an applied orientation, Malhotra, N. K., 2020
Marketing strategy : based on first principles and data analytics, Palmatier, R. W., 2021
Marketing strategy and competitive positioning, , 2020
Nagle, T. T., & Müller, G. (2018). The Strategy and Tactics of Pricing : A Guide to Growing More Profitably (Vol. Sixth edition). New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1639137
Yingyan Zhao, Yihong Zhou, & Wu Deng. (2020). Innovation Mode and Optimization Strategy of B2C E-Commerce Logistics Distribution under Big Data. Sustainability, 12(3381), 3381. https://doi.org/10.3390/su12083381
Ходырева, Е. Б. Advertising. Public relations manual : учебно-методическое пособие / Е. Б. Ходырева, Н. В. Капитула. — Нижний Новгород : ННГУ им. Н. И. Лобачевского, 2020. — 41 с. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/144836 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
Чугаева, К. М. Mind your professional English in Marketing : учебно-методическое пособие / К. М. Чугаева, Ю. Х. Ким, А. Р. Лакомов. — Москва : РТУ МИРЭА, 2023. — 70 с. — ISBN 978-5-7339-1816-7. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/368795 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.

Authors

LEBEDEV ALEKSANDR VALEREVICH
FILIPSKAYA ELENA VLADIMIROVNA

Course Syllabus