Основы маркетинга

Бакалавриат 2021/2022

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, 3, 4 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Сударенко Алексей Александрович

Язык: английский

Кредиты: 5

Контактные часы: 66

Full 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. Course Prerequisites: “Finance and business” course Since key role of marketing in any organization is to identify business opportunity and drive business development the main prerequisite is elementary economic theory in the dimension of corporate finance understanding. General concepts understanding is required, no need in deep knowledge. Student should also be capable of doing basic Excel analysis and producing a basic PowerPoint presentation / report. About the instructor: Alexey Sudarenko is currently Country General Manager Kimberly-Clark Professional responsible for Eastern Europe (post-Soviet countries) and Turkey in Kimberly-Clark Corporation, a Fortune 200 multinational FMCG company. Alexey has had 15 years of international and local marketing, sales and business administration experience with such companies as Procter&Gamble and Rambler Internet Holding, experience in cross-country and cross-culture operations, had experience in domestic and export business. Key areas of expertise: Brand and trade marketing: brand strategy development and execution, complex rebranding, high-impact marketing support planning and implementation, ATL and BTL campaigns, strategic trade marketing, marketing research, comprehensive expertise in Internet strategies and approaches; General business administration: complete business restructuring, business and culture transformation, design and implementation of critical standards, P&L management and accountability; Sales: key accounts and distributors operations, sales strategy designing and implementation, leadership of successful sales team;

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

Course Contents

Defining Marketing: what is market, market demand, role of marketing
Customer value, satisfaction, and loyalty as the key business driver
Marketing & finance
Consumer & customer behavior model
Understanding customer & consumer (WHO). Building solid targeting model.
Market analysis as the essential intelligence tool. Quantitative and qualitative research.
Developing product strategy through the life cycle. (WHAT)
Mid-term Presentation
Creating brand equity and effective brand positioning, equity pyramid.
Building integrated marketing support
Developing pricing strategies and programs
Designing and managing services
Consumer markets & business market – differences, similarities, implications
Successful marketing driven organizations model (HOW)
Managing mass and personal communication
Final Group Presentations

Assessment Elements

Interim group project
Final group project
Class Attendance
Academic and Class Conduct: 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) Academic dishonesty will NOT be tolerated. All materials submitted in this course must be your own original work. Any material not completely original must be credited to the proper source.
Class Participation
Academic and Class Conduct: 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) Academic dishonesty will NOT be tolerated. All materials submitted in this course must be your own original work. Any material not completely original must be credited to the proper source.

Interim Assessment

2021/2022 4th module
0.5 * Final group project + 0.2 * Class Participation + 0.2 * Interim group project + 0.1 * Class Attendance

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

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

Authors

SUDARENKO ALEKSEY ALEKSANDROVICH

Course Syllabus