Маркетинг

Бакалавриат 2023/2024

Статус: Курс обязательный (Международный бизнес и менеджмент)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 3-й курс, 4 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Захарова Александра Алексеевна, Шатаева Ольга Алексеевна, Шекова Екатерина Леонидовна

Язык: английский

Кредиты: 3

Контактные часы: 48

Full Syllabus Ask Question

Abstract

This course covers the theoretical aspects of marketing and how it could be applied for international business. The special attention is paid for practical issues of evaluating the companies’ marketing performances. During the course students will learn how to analyze the marketing environment and use the marketing tools for decision making.

Learning Objectives

to introduce students the key concepts of marketing and current trends in marketing
to provide an understanding of the role of marketing in strategic management
to explore best and worst practices of companies’ marketing activities
to develop skills in marketing environment analysis and marketing planning
to build skills in application of marketing instruments for decision making

Expected Learning Outcomes

Understand the key concepts of marketing
Able to perform the marketing environment analysis
Able to use the instruments of marketing for decision making

Course Contents

1. Introduction to marketing
2. Marketing environment
3. Marketing strategies
4. Segmentation, targeting, and positioning (STP)
5. Marketing mix
6. Marketing performance

Assessment Elements

Seminar activity
Project
The project can be done individually or in a group of up to 5 students.
Exam
Exam in written form consists of 20 questions, including multiple choice questions and open questions tasks that are based on lectures and seminars materials.

Interim Assessment

2023/2024 4th module
0.5 * Exam + 0.25 * Project + 0.25 * Seminar activity

Bibliography

Recommended Core 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

Recommended Additional Bibliography

Strategic planning for public relations, Smith, R. D., 2013

Authors

BUDKO VIKTORIYA ALEKSANDROVNA

Course Syllabus