Marketing Planning: from Strategy to Tactics

2026/2027

Учебный год

ENG

Обучение ведется на английском языке

6

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

1-й курс, 2, 3 модуль

Course Syllabus

Abstract

The discipline is aimed at improving the skills of decomposing the business tasks of an organization to marketing tasks and designing an algorithm for their solution. Students learn to consistently design marketing solutions at the strategic and tactical levels. The course implementation involves analyzing current cases of regional companies under the guidance of a practicing marketer.

Learning Objectives

• Development of research skills for preparation and defense of final qualification work
• Formation and development of competencies in the field of management and consulting activities

Expected Learning Outcomes

• The student is able to identify business problems and form the goals and objectives of a marketing strategy.
• The student has the skills to analyze the market and existing trends, competitors.
• The student is able to explore the target audience and identify characteristic patterns of behavior.
• The student correctly identifies the unique aspects of the company for the target audience based on the analysis.
• The student offers positioning and USP, a list of tools for solving the tasks.
• The student is ready to propose metrics for evaluating effectiveness and draw up a roadmap.

Course Contents

• Marketing strategy
• The preparatory stage. Briefing and debriefing of the customer
• Market analysis
• Competitor analysis
• Product audience research
• Positioning, promotion, and performance metrics
• Roadmap and budget of the marketing project
• Presentation and defense of strategy and tactical measures

Assessment Elements

• Homework
• Final project
• Assessment for seminars

Interim Assessment

• 2026/2027 3rd module
  0.4 * Final project + 0.35 * Assessment for seminars + 0.25 * Homework

Bibliography

Recommended Core Bibliography

• Ravi Pathak. (2013). Basics of Marketing Research Methods. [N.p.]: Anmol Publications PVT. LTD. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1816123
• Simon Hall. (2020). B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth. Kogan Page.
• Wierenga, B., & Van der Lans, R. (2017). Handbook of Marketing Decision Models (Vol. Second edition). Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1555260

Recommended Additional Bibliography

• B2B Digital Marketing Plan for Attracting New International Customers and Building Brand Awareness Globally : Case: AMA Co., Ltd. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2C689A3F

Authors

• Zaripova Iuliia Olegovna