Бакалавриат 2020/2021

Oсновы маркетинга

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

Статус: Курс по выбору (Программа двух дипломов НИУ ВШЭ и Университета Кёнхи «Экономика и политика в Азии»)

Направление: 41.03.01. Зарубежное регионоведение

Кто читает: Факультет мировой экономики и мировой политики

Где читается: Факультет мировой экономики и мировой политики

Когда читается: 2-й курс, 2, 3 модуль

Формат изучения: без онлайн-курса

Преподаватели: Сударенко Алексей Александрович

Язык: английский

Кредиты: 5

Контактные часы: 66

Course Syllabus

Abstract

This course is designed to introduce you to the essentials of marketing: the creation of value for customers and firms and the strategies and methods marketers use. The course provides a foundation for applying the concepts, theories, and tools of marketing. Marketing decisions involve which customers to serve, with which products or services, at what price, through which channels. These decisions are influenced by the market environment, current and potential competitors, and the organization’s own resource constraints.

Learning Objectives

• To define the strategic role of marketing in the firm
• To introduce the key elements of marketing in developing a marketing strategy and planning a marketing program
• To provide a sound conceptual and theoretical tool-kit for analyzing marketing problems
• To advance your understanding of the marketing process as a framework
• To offer an opportunity to refine your oral and written communication skills and to improve your ability to work collaboratively in a team

Expected Learning Outcomes

• As the outcome satisfactory completion of this course students will learn essentials of marketing, will get understanding of core concepts and approaches in corporate marketing and experience implementation of marketing knowledge on practice.

Course Contents

• Defining Marketing: what is market, market demand, role of marketing in highly competitive environment
  The block is to set the idea and goal of marketing in a firm, learn marketing process, understand basic concepts of the marketing course. Also this is to explain idea of “market”
• Customer value, satisfaction, and loyalty as the key business driver
  Marketing programs are based on the needs of human beings. The block is to drive understanding of the critical factors in human behavior and importance of “value” idea as well as showing how it influences market idea
• Financial measures in marketing
  Key measure of success in marketing is financial results. This block is intended to build understanding of the financial impact of marketing decisions and evaluation process of the marketing campaigns success
• Consumer & customer behavior model
  Consumers and customers play critical role in marketing since marketing is aiming to drive change in the consumer and customer behavior. In order to drive that students need to understand models of consumer and customer behavior.
• Understanding customer & consumer (WHO). Building solid targeting model.
  This block is set to understand consumers, how consumers are different, learn idea of targeting as the base for marketing programs in order to better serve consumer and customer needs.
• Market analysis as the essential intelligence tool. Quantitative and qualitative research.
  Marketing programs are driven by decisions at every step. As the part of this block students will learn different market analysis technics including quantitative and qualitative research in order to learn about consumers, customers as well as analyzing results of the marketing programs.
• Developing product strategy through the life cycle. (WHAT)
  Products are aimed to fulfill consumer needs from different angles. But the progress is continuously driving introduction of new solutions. As the part of this block students will learn a concept of the product lifecycle, role of innovations. This is also to practice product concepts creating and learning how to build strong product propositions
• Designing and managing services
  Products and services have some similarities and some differences in its nature. This block aims to explain differences and similarities between products and services and help to understand critical elements of building strong service proposition.
• Mid-term Presentation
  Marketing group project presentation will be used as the examination process.
• Creating brand equity and effective brand positioning, equity pyramid.
  Our world is very competitive and companies created brands as the differentiation mean to drive business performance. In order to have deep understanding of marketing students need to understand brand, brand positioning and equity pyramid concepts. And also practice it as the part of the projects.
• Successful marketing driven organizations model (HOW)
  Organizational structure plays critical role in the building of marketing strategies. So this block is to explain roles, different models and ways of its creation.
• Developing pricing strategies and programs
  Pricing is one of the critical blocks in 4P model. This is to learn role of pricing, how it could be defined and set and implemented on the market.
• Building integrated marketing support
  IMS is the evolution of promo activities. Its more than simple promo, its building the idea of the holistic campaigns which cover all means of communication and how to build it effectively.
• Designing promotional activities and creative campaigns
  Promotion is the second critical block of the 4P marketing mix model. This is to learn promo and campaigns.
• Marketing campaigns analysis & agile methodology
  In order to maximize a pay-out of the marketing programs it’s essential to do a proper tracking and analysis after launch. And adjust. This is be the main theme of the block.
• Consumer markets & business market – differences, similarities and implications
  Continuation exploration of “market” idea and understanding B2B and B2C markets, how it’s different and similar, and the implications it have on the marketing programs
• Managing mass and personal communication
  Mass vs. personal. Effectiveness and efficiency. Marketeers always have to consider dilemma of cost vs. budget and mass/personal communication is one the of enablers through creating balance between all.
• Final Group Presentations
  Marketing group project presentation will be used as the examination process.

Assessment Elements

• Interim group project
  Marketing project and its evaluation (20+50%): Since marketing is practical discipline it’s important practice obtained knowledge. Group project is a solid tool to learn with “learning by experiencing” approach. For this purpose groups of 4-5 people will be formed to design the case and work through it during the semesters. This is similar to real-life multifunctional teams investigating business opportunities, designing business solutions and further implementing full-scale marketing plans. Each team will have to decide on the market they want to practice and then continuously and consistently progress with the full-scale marketing plan addressing business challenge, applying obtained knowledge and tools acquired in class.
• Final group project
  Marketing project and its evaluation (20+50%): Since marketing is practical discipline it’s important practice obtained knowledge. Group project is a solid tool to learn with “learning by experiencing” approach. For this purpose groups of 4-5 people will be formed to design the case and work through it during the semesters. This is similar to real-life multifunctional teams investigating business opportunities, designing business solutions and further implementing full-scale marketing plans. Each team will have to decide on the market they want to practice and then continuously and consistently progress with the full-scale marketing plan addressing business challenge, applying obtained knowledge and tools acquired in class.
• Class Attendance
  You are expected to exhibit the highest level of professionalism and courtesy in and out of class. Minimum behavioral expectations include: • Turn off cell phones, beepers, and pagers while in class • Refrain from using laptops or any other electronic devices which may be distracting • Arrive punctually to class (if you have to be late in arrival or to depart early, please find a seat close to the door in a non-disruptive manner).
• Class Participation

Interim Assessment

• Interim assessment (3 module)
  0.15 * Class Attendance + 0.15 * Class Participation + 0.5 * Final group project + 0.2 * Interim group project

Bibliography

Recommended Core Bibliography

• 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
• O’Kane, B. (2011). Marketing Basics. Cork: NuBooks. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1010415

Recommended Additional Bibliography

• Keller, K. L. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program? Journal of Advertising, 45(3), 286–301. https://doi.org/10.1080/00913367.2016.1204967
• Saykiewicz, J. N., & Valotta, J. (2010). Applying Basic Marketing Principles to Create a Sustainable Global Business. Master of Business Administration, (5), 13. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbaz&AN=edsbaz.169143057
• Schwepker, C. H. (2019). Strengthening Customer Value Development and Ethical Intent in the Salesforce: The Influence of Ethical Values Person–Organization Fit and Trust in Manager. Journal of Business Ethics, 159(3), 913–925. https://doi.org/10.1007/s10551-018-3851-0