Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 2-й курс, 3 модуль

Преподаватели

Сажина Александра Ильдаровна

Степаненко Влада Андреевна

Full Syllabus Ask Question

Abstract

The discipline involves the study of the basic fundamentals of modern B2C and B2B marketing. The course covers the basic principles and values of marketing, key marketing strategies, methods of conducting marketing research and evaluating the effectiveness of the developed solutions.

Learning Objectives

By the end of the course, the student should be prepared to describe commonly used marketing concepts and explain key terms of the discipline, apply various research methods in marketing, use basic tools of goods and services marketing, pricing, distribution and promotion, analyse a company's marketing problems and propose coherent solutions to these problems, evaluate the effectiveness of a company's marketing activities, design and explain the processes involved in preparing marketing strategies and plans.

Expected Learning Outcomes

The student evaluates the effectiveness of the marketing activities
The student develops marketing plans
The student segments the audience of a product or service, identifies the target segment and develops the positioning strategy for the company
The student develops a consumer portrait and describes the target audience
The student analyses the market using quantitative and qualitative methods of marketing research
The student identifies the marketing objectives in the short and long term

Course Contents

Core principles and values of marketing
Basics of consumer behaviour
Customer value as the basis for customer relationships
Market research and analysis as a basis for marketing decision making
Marketing strategy and STP strategy
Positioning as the key stage of marketing strategy
Marketing planning
Operational marketing
Promotion strategy and marketing communications
Branding
The future of marketing

Assessment Elements

Defence of the business case
Exam
The exam consists of open- and closed-ended test questions and situational tasks
Work at seminars
Seminar tests
Students take the tests in person in the classroom. If a student is not present in the classroom when the test is taken, the student receives 0 points for that test. Each test is worth a certain number of points, which are added together. The student with the highest number of points receives 10 points for that test, and the remaining points are distributed as a percentage of the maximum number of points. The points are rounded to the nearest whole number.

Interim Assessment

2025/2026 3rd module
0.3 * Defence of the business case + 0.4 * Exam + 0.2 * Seminar tests + 0.1 * Work at seminars

Bibliography

Recommended Core Bibliography

Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421
Маркетинговые исследования. Теория и практика : учебник, Галицкий Е.Б., Галицкая Е.Г., 2014

Recommended Additional Bibliography

Business model generation : a handbook for visionaries, game changers, and challengers, Osterwalder, A., 2010

Authors

Stepanenko Vlada Andreevna
Sazhina Aleksandra Ildarovna

Бакалаврская программа «Международная программа по бизнесу и экономике»

Marketing