Бакалавриат
2020/2021
Маркетинг
Лучший по критерию «Полезность курса для Вашей будущей карьеры»
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Статус:
Курс обязательный (Управление бизнесом)
Направление:
38.03.02. Менеджмент
Кто читает:
Департамент менеджмента
Где читается:
Факультет экономики, менеджмента и бизнес-информатики
Когда читается:
3-й курс, 3, 4 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Преподаватели:
Пигалев Егор Александрович,
Шафранская Ирина Николаевна
Язык:
английский
Кредиты:
5
Контактные часы:
76
Course Syllabus
Abstract
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.
Learning Objectives
- 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.
Expected Learning Outcomes
- The student analyzes the main stages of developing a marketing strategy
- Student conducts analysis of consumer behavior
- The student knows and interprets basic concepts and terms
Course Contents
- - Introduction to Marketing
- - Marketing Strategy and Marketing Planning
- - Market Analysis
- - Marketing Analytics
- - Consumer Behaviour
- - STP
- - Product and Brand Management
- - Marketing Channels
- - Pricing
- - Marketing Communications
Assessment Elements
- case score
- home task
- lecture task
- examThe 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. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The retake procedure involves the use of complicated tasks. lead time 1,5 hours, use of additional materials is prohibited.
Interim Assessment
- Interim assessment (4 module)0.3 * case score + 0.2 * exam + 0.3 * home task + 0.2 * lecture task
Bibliography
Recommended Core Bibliography
- Kompella, K. (2019). Marketing Wisdom. Singapore: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1884178
Recommended Additional Bibliography
- 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