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Marketing

2018/2019
Учебный год
ENG
Обучение ведется на английском языке
6
Кредиты
Статус:
Курс обязательный
Когда читается:
3-й курс, 3, 4 модуль

Преподаватель

Course Syllabus

Abstract

The course covers basic of marketing and is mainly devoted to the principles of marketing. It includes marketing concepts and terminology and employs case study as the main teaching method.Learning outcomes – at the end of the course students are able to: - explain and apply marketing concepts to strategic marketing planning; - identify essential factors that should be considered when developing a marketing strategy; - design and organise the marketing mix and its constituent parts; - produce and present a marketing plan.
Learning Objectives

Learning Objectives

  • Learning objectives – by the end of the course students should be able to: - describe commonly used marketing concepts and terminology; - summarise the main marketing tools of products and services, pricing, distribution and communications; - analyse marketing problems associated with the processes involved in making marketing decisions and present coherent solutions to such problems; - organise and explain processes involved in the preparation of marketing strategies and plans.
Expected Learning Outcomes

Expected Learning Outcomes

  • The student knows and interprets basic concepts and terms
  • The student analyzes the main stages of developing a marketing strategy
  • Student conducts analysis of consumer behavior
Course Contents

Course Contents

  • - Introduction to Marketing
  • - Marketing Strategy and Marketing Planning
  • - Market Analysis
  • - Marketing Analytics
  • - Consumer Behaviour
  • - STP
  • - Product and Brand Management
  • - Marketing Channels
  • - Pricing
  • - Marketing Communications
Assessment Elements

Assessment Elements

  • non-blocking case score
  • non-blocking home task
  • non-blocking test score
  • blocking exam
    The exam is in writing. The exam is conducted in the form of a landing page for a startup. Student computer must meet the requirements: support word, exel. To participate in the exam, the student must send the work within the specified time in word format. Originality of the work should be at least 80%. The transfer procedure is similar to the surrender procedure. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The retake procedure involves the use of complicated tasks. lead time 1,5 hours, use of additional materials is prohibited.
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.3 * case score + 0.2 * exam + 0.3 * home task + 0.2 * test score
Bibliography

Bibliography

Recommended Core Bibliography

  • Kompella, K. (2019). Marketing Wisdom. Singapore: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1884178

Recommended Additional Bibliography

  • Hollensen, S., & Opresnik, M. O. (2014). Marketing : A Relationship Perspective. München: Vahlen. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=827295
  • Nelson, F. (2013). Marketing : 36 Most Asked Questions on Marketing: What You Need to Know. [Place of publication not identified]: Emereo Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=609080