Бакалавриат
2025/2026
Маркетинг
Статус:
Курс обязательный (Международный бизнес)
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
1-й курс, 3, 4 модуль
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
4
Контактные часы:
48
Course Syllabus
Abstract
This course provides bachelor students in business and management with a foundational understanding of marketing. It addresses key concepts and frameworks necessary for advanced studies in the field. Additionally, the course emphasises the importance of both academic and industry-specific terminology. The pedagogical approach is comprehensive, integrating lectures, case studies, group projects, and individual assignments.
Learning Objectives
- Capable of gathering and analyzing information about product requirements in markets and determining the competitive advantages of the organization's products in markets.
- Able to analyze the competitive environment.
- Able to analyze the behavior of consumers of economic goods and shape demand.
Expected Learning Outcomes
- Knows key marketing frameworks.
- Familiar with essential methodologies for market analysis and the primary tools and frameworks employed by marketers.
- Familiar with fundamental models of consumer behavior.
- Familiar with core methodologies for market segmentation and the strategies for segment selection in business.
- Understands the intricacies of brand development and the essential tools for brand management.
- Understands the components of product strategy and the pivotal marketing decisions within its scope.
- Understands the primary strategies for pricing and effective communication of its value.
- Familiar with various marketing channel designs and comprehends challenges in channel management.
- Understands methods for establishing marcom objectives and the fundamental components of communication and media strategies.
- Is familiar with essential digital marketing tools and platforms.
Course Contents
- Marketing as a business function
- Marketing as an economic phenomenon
- Marketing as a business philosophy
- Situation analysis
- Consumer behaviour
- Strategic Marketing Decisions: Segmentation and Targeting
- Strategic Marketing Decisions: Positioning
- Brand, Branding, and Brand Management
- Product decisions
- Pricing Decisions
- Distribution decisions
- Marketing communications
- Digital Marketing
Assessment Elements
- TestsMultiple choice, Multiple answers and Essay questions
- Exam
- Group projectStudents will be splitted by groups of max 5 per group. Group goes through the main stages of the marketing strategy development process: analysis, positioning, goal setting, CJM, marketing strategy development for the chosen brand.
- Attendance
Interim Assessment
- 2025/2026 4th module0.1 * Attendance + 0.5 * Exam + 0.2 * Group project + 0.2 * Tests
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
Recommended Additional Bibliography
- Advanced introduction to consumer behavior analysis, Foxall, G., 2017
- John Egan. (2011). Relationship Marketing. Harlow, United Kingdom: Financial Times/ Prentice Hall. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417658
- Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475
- Marketing communications, Egan, J., 2020
- Marketing strategy : based on first principles and data analytics, Palmatier, R. W., 2021
- Pricing the priceless : a history of environmental economics, Banzhaf, H. S., 2024