Маркетинг

Бакалавриат 2021/2022

Лучший по критерию «Полезность курса для Вашей будущей карьеры»

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

Лучший по критерию «Новизна полученных знаний»

Статус: Курс обязательный (Управление бизнесом)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Факультет менеджмента (Пермь)

Когда читается: 1-й курс, 3, 4 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Зарипова Юлия Олеговна, Светлакова Анна Дмитриевна

Язык: русский

Кредиты: 4

Контактные часы: 66

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Аннотация

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.

Цель освоения дисциплины

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.

Планируемые результаты обучения

The student knows and interprets basic concepts and terms
Student conducts analysis of consumer behavior
The student analyzes the main stages of developing a marketing strategy

Содержание учебной дисциплины

- Introduction to Marketing
- Marketing Strategy and Marketing Planning
- Market Analysis
- Marketing Analytics
- Consumer Behaviour
- STP
- Product and Brand Management
- Marketing Channels
- Pricing
- Marketing Communications

Элементы контроля

case score
home task
test score
exam
The 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.
case score
home task
test score
exam
The 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.

Промежуточная аттестация

2021/2022 учебный год 4 модуль
0.2 * exam + 0.3 * home task + 0.2 * test score + 0.3 * case score

Список литературы

Авторы

Шафранская Ирина Николаевна
Томилова Анна Дмитриевна
Джидалаева Полина Андреевна

Программа дисциплины