Магистратура 2024/2025

Создание технологических стартапов в сфере маркетинга

Статус: Курс обязательный (Маркетинг)

Направление: 38.04.02. Менеджмент

Кто читает: Кафедра маркетинга (Нижний Новгород)

Где читается: Факультет менеджмента (Нижний Новгород)

Когда читается: 2-й курс, 1, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Денисов Михаил Валерьевич

Прогр. обучения: Маркетинг

Язык: английский

Кредиты: 6

Course Syllabus

Abstract

The course provides an immersion into the sphere of marketing technologies as an overview of popular services designed to increase the efficiency of project management and marketing. Within the framework of the course, both the most well-known products around the world and niche products created for local markets that solve specific tasks of the audience are considered. The course examines not only the current state and functionality of products and applications, but also how they appeared, changed, and came to their current form. It also examines examples of closed or forgotten projects, searching the reasons. The course considers the tasks that products solve, analyzes use cases, positioning, target users, application models, and deployment in strategy.As a result of the course, listeners will begin to understand the diversity of products and learn practical things - such as how to assemble a toolkit for assigned tasks.In the practical part of the course, listeners will be offered to research the cases of existing products with their own target audience in terms of their formation and pivots.As part of the course, creators or key employees of companies creating technological products for marketing and management will be invited as guest lecturers. Representatives of companies working daily with the studied products will also be invited as guest speakers.