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Regular version of the site

Marketing

2021/2022
Academic Year
RUS
Instruction in Russian
5
ECTS credits
Course type:
Compulsory course
When:
3 year, 3, 4 module

Программа дисциплины

Аннотация

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.
Цель освоения дисциплины

Цель освоения дисциплины

  • 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.
Планируемые результаты обучения

Планируемые результаты обучения

  • 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
Содержание учебной дисциплины

Содержание учебной дисциплины

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

Элементы контроля

  • неблокирующий case score
  • неблокирующий home task
  • неблокирующий test score
  • блокирующий 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.
Промежуточная аттестация

Промежуточная аттестация

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

Список литературы

Рекомендуемая основная литература

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

Рекомендуемая дополнительная литература

  • 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