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Магистратура 2023/2024

Практические инструменты маркетинга в международном бизнесе

Направление: 38.04.02. Менеджмент
Когда читается: 2-й курс, 1, 2 модуль
Формат изучения: без онлайн-курса
Охват аудитории: для своего кампуса
Прогр. обучения: Международный менеджмент
Язык: английский
Кредиты: 6
Контактные часы: 48

Course Syllabus

Abstract

Along with the expansion of the business, Marketing has become the preferred choice of companies. Growing challenges, opportunities and competition have made businesses take new steps towards marketing. This, in turn, has increased the demand for Marketers. This course on Practical Marketing Tools helps current and potential marketers gain holistic knowledge about Marketing trends and tools. It covers the core concepts in New Business Acquisition, Brainstorming, Marketing Planning, Data Collection for Marketing Research, Marketing Analysis, and Marketing Promotion. You will also learn how to analyze data, create an effective marketing strategy and build an operational roadmap to help businesses grow. Teaching methods include lectures, individual and group projects, case studies, and class assignments. The aim of the course is to provide knowledge and expertise about types of marketing tools, ways to effectively promote products and services.
Learning Objectives

Learning Objectives

  • Formation of an notion of the various tools used to achieve success in marketing
  • Familiarity with ways of solving marketing issues.
  • Development of marketing thinking as applied to solving practical business issues
Expected Learning Outcomes

Expected Learning Outcomes

  • Creates models of various options for the development of the marketing situation
  • Evaluates the marketing prospect of using the market situation in the business process
  • Gathers relevant information in an efficient way
  • Interprets the results of the analysis to correct management decisions
  • Reproduces successful product promotion techniques
  • Simulates the market situation
Course Contents

Course Contents

  • New Business Acquisition
  • Effective Brainstorming in Marketing
  • Marketing Plan Template
  • Data Collection for Market Research
  • Marketing Analysis
  • Marketing Promotion
Assessment Elements

Assessment Elements

  • non-blocking Homework 1: development of a business plan for the marketing of the product
  • non-blocking Homework 2: group development of the proposed business idea
  • non-blocking Survey at workshops
  • blocking The Exam
  • non-blocking Neural network assignment
Interim Assessment

Interim Assessment

  • 2023/2024 2nd module
    0.2 * Homework 1: development of a business plan for the marketing of the product + 0.2 * Homework 2: group development of the proposed business idea + 0.1 * Neural network assignment + 0.1 * Survey at workshops + 0.4 * The Exam
Bibliography

Bibliography

Recommended Core Bibliography

  • Marketing communications, Egan, J., 2020
  • Marketing management, , 2019
  • Marketing research : an applied orientation, Malhotra, N. K., 2020

Recommended Additional Bibliography

  • Digital analytics for marketing, Sponder, M., 2018
  • Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
  • International marketing, , 2020
  • Marketing research : planning, process, practice, Benzo, R., 2018

Authors

  • Берг Федор Сергеевич
  • LEBEDEV ALEKSANDR VALEREVICH