Бакалавриат
2022/2023
Основы маркетинга
Лучший по критерию «Полезность курса для Вашей будущей карьеры»
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, 3, 4 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
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. 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 ParticipationAcademic 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 AttendanceAcademic 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
- 2022/2023 4th module0.2 * Interim group project + 0.1 * Class Attendance + 0.2 * Class Participation + 0.5 * Final 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
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