Маркетинг

Бакалавриат 2024/2025

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

Преподаватели: Зарипова Юлия Олеговна, Сажина Александра Ильдаровна

Язык: русский

Кредиты: 3

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Аннотация

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.

Цель освоения дисциплины

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.

Планируемые результаты обучения

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

Содержание учебной дисциплины

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

Элементы контроля

Work at seminars
Pre-defence of the business case
The 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

Промежуточная аттестация

2024/2025 3rd module
0.3 * Defence of the business case + 0.25 * Exam + 0.2 * Pre-defence of the business case + 0.25 * Work at seminars

Список литературы

Авторы

Сажина Александра Ильдаровна
Зарипова Юлия Олеговна

Программа дисциплины