Marketing

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

School of Management

Course type:

Elective course

When:

2 year, 3 module

Instructors

Zaripova, Julia

Sazhina, Aleksandra

Course Syllabus

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

• Work at seminars
• Pre-defence of the business case
  The control event is a preliminary public defence of the group work of students, implemented during the third academic module. The defence is conducted in the format of a presentation of up to 10 minutes. After the defence there is a session of answering questions from the members of the commission.
• Defence of the business case
• Exam

Interim Assessment

• 2024/2025 3rd module
  0.3 * Defence of the business case + 0.25 * Exam + 0.2 * Pre-defence of the business case + 0.25 * 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

• Sazhina Aleksandra Ildarovna
• Zaripova Iuliia Olegovna