Маркетинг

Бакалавриат 2020/2021

Статус: Курс обязательный (Международный бизнес и менеджмент/ Менеджмент)

Направление: 38.03.02. Менеджмент

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 2-й курс, 3, 4 модуль

Формат изучения: без онлайн-курса

Преподаватели: Давий Анна Олеговна, Захарова Александра Алексеевна, Зеленская Елена Михайловна, Павлова Екатерина Валерьевна

Язык: английский

Кредиты: 6

Контактные часы: 60

Full Syllabus Ask Question

Abstract

The course ‘Marketing’ gives a broad overview of marketing theory and practice, covering a wide range of topics within traditional and digital marketing, as well as international marketing. This course intends to provide the students with hands-on skills and competencies in marketing through the active use of real-life case studies in classroom and a marketing plan project, that are vital parts of the course content.

Learning Objectives

to provide and discuss the basic concepts, approaches, and current trends in traditional and digital marketing
to develop students’ abilities in marketing strategic thinking and understanding the company’s competitive position in the rapidly changing environment
to develop students’ abilities to solve managerial problems in the field of marketing
to build students’ skills in marketing planning;
to develop students’ abilities to solve managerial problems in the field of marketing

Expected Learning Outcomes

students are expected to know and apply key definitions, concepts and theoretical approaches of marketing theory
students are expected to be able to develop a marketing plan and ultimately judge the success of the marketing strategy and its implementation
students are expected to be able to solve managerial problems in the field of marketing through case studies
students are expected to be able to implement and adjust selected digital and traditional marketing tools to analyze the problem, set the objectives and find solutions

Course Contents

Introduction to marketing
A brief history of marketing. Marketing management orientations. Marketing evolution from marketing 1.0 to marketing 4.0.
Marketing strategy formation process. Situation analysis and objectives.
Analysis – Decisions – Outcomes. Definitions of a marketing plan. SOSTAC model. Situation analysis. SWOT, PEST, 5 forces and other instruments. Objectives.
Segmentation, targeting, positioning
Types of segmentation: geographic, socio-demographic, psychographic, etc. Targeting, types of targeting strategies (undifferentiated, concentrated, multi-segment). Positioning, positioning matrix, positioning mapping. How to develop effective positioning
Branding
What is and what is not a brand? Brand equity, brand identity, brand image. Brand name, tagline and logo. Developing brand positioning, brand diamond, brand DNA. Brand architecture and brand portfolio. Best global brands – Interbrand and BrandZ rankings.
Digital marketing
Key tools of digital marketing. Digital models – online revenue models and attribution models. Digital consumer. Similar Web, Pepper.ninja, Popsters and other digital instruments.
Marketing mix.
Different approaches – 4Ps, 7Ps, 8Ps, 4Cs, etc. Product management, product levels. Pricing strategies: cost-based, demand-based, competition-based pricing. Penetration, skimming pricing, psychological pricing, price discrimination. Distribution channels, types of distribution. Integrated marketing communications. 6 Ms communications model, communications strategies (pull, push, profile), communication tools. ATL / BTL communications. Paid, earned, owned media.
Marketing research
Definitions of a marketing research. Marketing research goals. The marketing research process. Qualitative and quantitative methods. Limitations of a marketing research.
Global Integration Marketing Strategies: from standardized to local marketing strategy
Pressures for cost reductions and pressures for local responsiveness. Strategy evolution. The Role of Culture in International Marketing. Determinants of culture. Cultural literacy in marketing.
International Market Entry: Strategies and Modes
Advantages and disadvantages of different market entry options. International Marketing Mix Decisions
Marketing Planning

Assessment Elements

Classroom and homework activities
Individual and group assignments, case studies, problem-solving exercises, course project intermediate presentations
Short quizzes
At the seminars the students are expected to take 3 short quizzes. The quizzes cover questions discussed previously at the lectures and seminars. Each quiz consists of 10 questions. The questions may be open or multiple-choice.
Course project (marketing plan)
The students develop a group project for a particular real-life company or brand. The students split into groups of 4-6 students and develop an integrated marketing plan with accordance to the SOSTAC model. In the end, the groups submit a written report of the marketing plan and give an oral presentation. At the same time, the students are required to prepare a review of the report created by a team of peers.
Examination
Written test (40 questions that focus on the material discussed in class)
Reading tests
There are 2 tests that students will write during the course that are based on home reading. Prior to the seminar, the instructor sends out a list of scientific sources that the students should carefully read at home and get prepared for the class. The tests are based on the content of scientific sources.

Interim Assessment

Interim assessment (4 module)
0.15 * Classroom and homework activities + 0.2 * Course project (marketing plan) + 0.35 * Examination + 0.15 * Reading tests + 0.15 * Short quizzes

Bibliography

Recommended Core Bibliography

Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981
Dimitriadis, N., Dimitriadis, N. J., & Ney, J. (2018). Advanced Marketing Management : Principles, Skills and Tools (Vol. 1 Edition). New York, NY: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1922106

Recommended Additional Bibliography

Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920
Jan-Benedict Steenkamp. (2017). Global Brand Strategy : World-wise Marketing in the Age of Branding. Palgrave Macmillan.
Mangram, M. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing, 20(4), 289–312. https://doi.org/10.1080/0965254X.2012.657224
Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.

Course Syllabus