Бакалавриат
2024/2025
Маркетинг
Статус:
Курс по выбору (Международный бакалавриат по бизнесу и экономике)
Направление:
38.03.01. Экономика
Кто читает:
Департамент менеджмента
Где читается:
Факультет менеджмента (Пермь)
Когда читается:
2-й курс, 3 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
3
Course Syllabus
Abstract
The discipline involves the study of the basic fundamentals of modern B2C and B2B marketing. The course covers the basic principles and values of marketing, key marketing strategies, methods of conducting marketing research and evaluating the effectiveness of the developed solutions.
Learning Objectives
- By the end of the course, the student should be prepared to describe commonly used marketing concepts and explain key terms of the discipline, apply various research methods in marketing, use basic tools of goods and services marketing, pricing, distribution and promotion, analyse a company's marketing problems and propose coherent solutions to these problems, evaluate the effectiveness of a company's marketing activities, design and explain the processes involved in preparing marketing strategies and plans.
Expected Learning Outcomes
- The student evaluates the effectiveness of the marketing activities
- The student develops marketing plans
- The student segments the audience of a product or service, identifies the target segment and develops the positioning strategy for the company
- The student develops a consumer portrait and describes the target audience
- The student analyses the market using quantitative and qualitative methods of marketing research
- The student identifies the marketing objectives in the short and long term
Course Contents
- Core principles and values of marketing
- Basics of consumer behaviour
- Customer value as the basis for customer relationships
- Market research and analysis as a basis for marketing decision making
- Marketing strategy and STP strategy
- Positioning as the key stage of marketing strategy
- Marketing planning
- Operational marketing
- Promotion strategy and marketing communications
- Branding
- The future of marketing
Assessment Elements
- Work at seminars
- Pre-defence of the business caseThe control event is a preliminary public defence of the group work of students, implemented during the third academic module. The defence is conducted in the format of a presentation of up to 10 minutes. After the defence there is a session of answering questions from the members of the commission.
- Defence of the business case
- Exam
Interim Assessment
- 2024/2025 3rd module0.3 * Defence of the business case + 0.25 * Exam + 0.2 * Pre-defence of the business case + 0.25 * Work at seminars
Bibliography
Recommended Core Bibliography
- Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421
- Маркетинговые исследования. Теория и практика : учебник, Галицкий Е.Б., Галицкая Е.Г., 2014
Recommended Additional Bibliography
- Business model generation : a handbook for visionaries, game changers, and challengers, Osterwalder, A., 2010