Маркетинг

Бакалавриат 2021/2022

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Статус: Курс обязательный (Управление бизнесом)

Направление: 38.03.02. Менеджмент

Кто читает: Кафедра маркетинга (Нижний Новгород)

Где читается: Факультет менеджмента (Нижний Новгород)

Когда читается: 3-й курс, 1, 2 модуль

Формат изучения: с онлайн-курсом

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Артюшина Екатерина Валерьевна, Багрова Алла Германовна, Коренькова Марианна Максимовна, Самылина Дарья Александровна, Трундова Ольга Сергеевна

Язык: английский

Кредиты: 4

Контактные часы: 60

Full Syllabus Ask Question

Abstract

The discipline provides knowledge in key aspects of marketing, teaches to designing a customer-driven strategy and build marketing communication. The course includes topics on defining the marketing process, creating business and marketing strategy, the study of marketing environment, consumer and business buying behavior, as well studying the market segmentation, services and branding strategy, international marketing.

Learning Objectives

The goal of mastering the discipline “Marketing” is to familiarize students with the modern theory of marketing. The purpose of mastering the discipline of Marketing is to give students basic knowledge in the field of theory and practice of marketing, as a modern concept of managing a firm. The study of the course should contribute to the formation of the marketing thinking necessary for successful work in modern business.

Expected Learning Outcomes

Able to conduct competiror analysis
Able to develope communication message
Can conduct SWOT - analysis
Can develop company mission
Can explain value that the product create for customer
Can justify decisions on which markets to enter and how
Differentiates the company's offer in the market
Knows and can use market segmentation bases
Knows and uses positioning strategies
Knows competitive strategies
Knows the basic concepts on the topic
Knows the basis for differentiation
Knows the marketing process of the company
Knows the methods of market research, pros and cons of each method
Knows the stages of the process of buying behavior
To be able to asses research behavior from ethical issues
To be able to asses the necessity in marketing research for the company
To distinguish among MIS and marketing research
To know the basic terminology of the topic: marketing research, marketing information system and its components, customer insight, simptom, marketing management problem, research problem, research objectives, exploratory research, descriptive research, causal research, research design, sample
To know the main parts of the research process
Understand and can use price-adjustment strategies
Understand and can use product mix pricing strategies
Understand channel design decisions
Understand how company can create strong customer relashionships
Understand marketing consepts
Understand marketing management consepts
Understand possibilities how companies capture value from customers
Understand push and pull promotion strategies
Understand steps in developing effective marketing communication
Understand steps of strategic marketing planing in the company
Understand the buyer decision process for new products
Understand the difference between target market and target audience
Understand the grows strategies and can conclude which grows strategy company use
Understand the pricing approaches, highlights the difference between them
Understand the promotion mix and the idea of integrated marketing communications
Understand the strategic sens of portfolio-analysis, can create BCG - matrix and make conclusions about company strategic position
Understands and can identify microenvironment factors of the company
Understands and can identify the factors of the macro environment of the company
Understands and can use pricing strategies for a new product
Understands and can use pricing strategies for a product is already on the market
Understands the components of the global marketing environment
Understands the difference between qualitative and quantitative market research
Understands the factors that influence the process of buying behavior; able to assess the role of each factor in the marketing activities of the enterprise
Understands the meaning of positioning
Understands the role of marketing research in the organization activity
Understands the strategy of choosing a target market
Сan justify decisions related to product development
Сan justify decisions related to the development of a brand

Course Contents

Defining Marketing and the Marketing Process
Marketing environment
Basics of marketing research
Consumer and business buying behavior
Business and marketing strategy
Market segmentation, targeting and positioning
Products, services and branding strategy
Pricing
Distribution management
Marketing communication
Creating competitive advantage
International marketing

Assessment Elements

Presenting cases at the seminars
Intermediate Control
Testing with further possible discussion of the results
Online course on Marketing

Interim Assessment

2021/2022 2nd module
0.25 * Testing with further possible discussion of the results + 0.25 * Online course on Marketing + 0.25 * Intermediate Control + 0.25 * Presenting cases at the seminars

Bibliography

Recommended Core Bibliography

Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management, Global Edition (Vol. Sixth edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419605
Philip Kotler, Hermawan Kartajaya, & Den Huan Hooi. (2017). Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers. World Scientific Publishing Co. Pte. Ltd. https://doi.org/10.1142/10313

Recommended Additional Bibliography

Chapman, C., & Feit, E. M. (2015). R for Marketing Research and Analytics. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=964737
Fama, E. F., & French, K. R. (2015). A five-factor asset pricing model. Journal of Financial Economics, (1), 1. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.jfinec.v116y2015i1p1.22
Gordon S. Linoff and Michael J.A. Berry. Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management, Third Edition. John Wiley & Sons, 2011 (888 pages). ISBN: 9780470650936: Текст электронный // ЭБС books24x7 — https://library.books24x7.com/toc.aspx?bookid=40629
Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing Strategies For Value Exploration. World Scientific Book Chapters, 127. https://doi.org/10.1142/9789813275478_0005
International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
Mauro Cavallone. Marketing and Customer Loyalty. – Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного до-ступа ресурса. http://link.springer.com
Niklas Schaffmeister. Brand Building and Marketing in Key Emerging Markets. – Springer, 2015. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного доступа ресурса. http://link.springer.com
Smith, Bruce Lannes, and Harold D. Lasswell. Propaganda, Communication and Public Opinion, Princeton University Press, 2015. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4071105.
Маркетинг от А до Я: 80 концепций, которые должен знать каждый менеджер: Учебное пособие / Котлер Ф., Виноградов А.П., Чех А.А., - 7-е изд. - М.:Альпина Пабл., 2016. - 211 с.: 60x90 1/16 ISBN 978-5-9614-5717-9 - Режим доступа: http://znanium.com/catalog/product/851120

Authors

TRUNDOVA OLGA SERGEEVNA
BAGROVA ALLA GERMANOVNA
SAMYLINA DARYA ALEKSANDROVNA
KORENKOVA MARIANNA MAKSIMOVNA
ARTYUSHINA EKATERINA VALEREVNA

Course Syllabus