Бакалавриат
2024/2025
Маркетинг
Статус:
Курс обязательный (Управление цифровым продуктом)
Направление:
38.03.05. Бизнес-информатика
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
3-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
4
Course Syllabus
Abstract
Marketing is one of the primary subjects of business management. It is essential for graduates to have a global view of the way that the marketing sections of companies work. The Marketing Management course aims to provide students with a holistic view of the value creation and delivery processes that integrate the company's interaction with the customer and other stakeholders.
Learning Objectives
- - Understand and know how to evaluate the main marketing concepts and tools. - Understand the importance of marketing in businesses and in society. - Make internal and external analyses of the company and make diagnostic decisions about the commercial situation. - Know the different competitive marketing strategies. - Know how to connect the different marketing decisions with other functional decisions.
Expected Learning Outcomes
- Define what is marketing and its role in the company's strategy.
- Analyse the market and environmental characteristics affecting marketing strategy.
- Interpret factors affecting customer behavior and understand the decision-making process.
- Implement the concepts of segmentation, targeting, and positioning as a marketing strategy.
- Formulate the decisions related to the main marketing mix tactics (Product, Price, Promotion, Place).
- Utilize main marketing research methods and techniques
- Define the main marketing objectives and strategic directions of the company.
- Develop the stages of the marketing plan.
Course Contents
- Introduction - What is marketing?
- Market Analysis
- Marketing Strategy
- Marketing Mix Tactics
- Marketing Planning
Interim Assessment
- 2024/2025 2nd module0.14 * Case studies + 0.21 * Case studies + 0.4 * Final Exam + 0.25 * Project
Bibliography
Recommended Core Bibliography
- 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
- Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management, Global Edition (Vol. Sixth edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419605
Recommended Additional Bibliography
- Legends in marketing. Philip Kotler. Vol.1: Marketing theory and orientations, Kotler, P., 2012
- Legends in marketing. Philip Kotler. Vol.2: Analytical marketing, Kotler, P., 2012
- Legends in marketing. Philip Kotler. Vol.3: Creating and managing the product mix, Kotler, P., 2012
- Legends in marketing. Philip Kotler. Vol.4: Improving the role and practice of marketing, Kotler, P., 2012
- Legends in marketing. Philip Kotler. Vol.5: Strategic marketing, Kotler, P., 2012