Маркетинг

Бакалавриат 2024/2025

Статус: Курс обязательный (Международный бакалавриат по бизнесу и экономике)

Направление: 38.03.01. Экономика

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, Макшеева Александра Дмитриевна, Полосухина Александра Витальевна, Шекова Екатерина Леонидовна

Язык: английский

Кредиты: 4

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 research
4. Marketing strategies
5. Segmentation, targeting, and positioning (STP)
6. Marketing mix
7. Marketing performance

Assessment Elements

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

Interim Assessment

2024/2025 2nd module
0.5 * Exam + 0.25 * Project + 0.25 * Seminar activity

Bibliography

Recommended Core Bibliography

Essential guide to marketing planning, Wood, M.B., 2010
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

9781317276722 - Chaffey, Dave; Smith, P. R. - Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing - 2017 - Routledge - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1496981 - nlebk - 1496981
Foundations of marketing communications : a European perspective, Pelsmacker de, P., 2005
Marketing Communications : engagements, strategies and practice, 4th ed., 911 p., Fill, C., 2006
Marketing research: an international approach, Schmidt, M., 2006
Services marketing : people, technology, strategy, Wirtz, J., 2016
Smith, R. D. (2017). Strategic Planning for Public Relations (Vol. 5th edition). New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1520201

Authors

BUDKO VIKTORIYA ALEKSANDROVNA
SHEKOVA EKATERINA LEONIDOVNA

Course Syllabus