Бакалавриат
2023/2024
Маркетинг
Статус:
Курс обязательный (Международный бакалавриат по бизнесу и экономике)
Направление:
38.03.01. Экономика
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
2-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Преподаватели:
Григорьева Мария Дмитриевна,
Захарова Александра Алексеевна,
Лебедев Александр Владимирович,
Полосухина Александра Витальевна,
Соловьева Юлия Николаевна
Язык:
английский
Кредиты:
4
Контактные часы:
56
Course Syllabus
Abstract
The course forms a concept of marketing as an activity aimed at needs satisfation by involving consumers in the value co-creation process. Marketing tools and approaches to evaluating the marketing performance are described. Marketing environment and methods of its analysis are considered.
Learning Objectives
- Formation of systematic understanding of companies’ marketing activities
- Development of skills in analyzing marketing environment and planning marketing activities
- Providing an understanding of the role of marketing in strategic management and project management
Expected Learning Outcomes
- Ability to use marketing tools and models in various fields
- Skills of marketing environmental analysis
- Ability to develop sound proposals for improving a company’s marketing activities
Course Contents
- Marketing and society
- Evolution of marketing
- Analysis of marketing environment
- Market research
- Marketing strategies
- Segmentation, targeting, positioning
- Product and pricing marketing policies
- Distribution and communication marketing policies
- Marketing technology stack
- Marketing performance
Interim Assessment
- 2023/2024 2nd module0.2 * Intermediate test + 0.3 * Practical tasks + 0.2 * Seminar activity + 0.3 * Written examination
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
- Marketing 4.0 : moving from traditional to digital, Kotler, P., 2017