Бакалавриат
2022/2023
Тактические инструменты маркетинга
Статус:
Курс обязательный (Маркетинг и рыночная аналитика)
Направление:
38.03.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
4-й курс, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Контактные часы:
30
Course Syllabus
Abstract
This course is designed to demonstrate a spectrum of modern practical marketing tools and how they can inform strategic business decisions on all levels of the business model (value proposition, operations, go-to-market, and profit formula). Such tools include methods (techniques and tactics), analytical frameworks, and decision-making approaches. Students will develop a holistic view of what marketing as a business function is capable of and will obtain hands-on knowledge on using marketing tools exercised by industry leaders. Teaching methods include both lectures and practical sessions. The lectures are designed to review relevant theoretical concepts studied in prior marketing courses and introduce modern marketing tools. The practical sessions will be held in groups and will be conducted via case discussions (utilizing a case method used for teaching at business schools).
Learning Objectives
- The main objective of the course is to provide students with the opportunity to build and strengthen their practical competencies in executing marketing functions in the company by equipping them with the modern tools and concepts used by marketers in different industries and sectors. A further objective is to help students see how marketing contributes to all elements of the business model across such goals as customer value creation, customer value production, customer value communication, and customer value capture and sustaining.
Expected Learning Outcomes
- apply various marketing frameworks and concepts, such as 5C, STP, 4P, brand model, brand portfolio, brand architecture etc. for the purpose of business strategy development and refinement
- identify deep-seated consumer need states using the the Zaltman Metaphor Elicitation Technique (ZMET)
- to apply approaches to building brand communication (brand history, branding through loyal consumers and communities)
- to assess and identify the main competitive advantages of goods and services (creating value for the consumer, retention of value advantage)
- to know the basic approaches to pricing and its management (price elasticity, price adjustment, and price discrimination)
- understand the ethical perspective and multiple stakeholder model in branding
- use quantitative methods for marketing strategy effectiveness assessment: market sizing, margin and break-even analysis, consumer “lifespan” (Customer Lifetime Value)
Course Contents
- Introduction to marketing frameworks
- Segmentation, targeting, positioning
- Studying consumers' preferences
- Consumer Behaviour
- Business Models in marketing
- Go-To-Market Strategy
- Product decisopns
Interim Assessment
- 2022/2023 2nd module0.2 * Perusall + 0.3 * Activities at seminars + 0.4 * Exam + 0.1 * Tests
Bibliography
Recommended Core Bibliography
- Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475
Recommended Additional Bibliography
- Kumar, V., Aaker, D. A., & Day, G. S. (2015). Marketing research. Slovenia, Europe: J. Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.E4B2E3E8