Магистратура 2024/2025

Маркeтинг

Статус: Курс обязательный (Программа двух дипломов НИУ ВШЭ и Университета Кёнхи «Экономика, политика и бизнес в Азии»)

Направление: 41.04.01. Зарубежное регионоведение

Кто читает: Факультет мировой экономики и мировой политики

Где читается: Факультет мировой экономики и мировой политики

Когда читается: 1-й курс, 1, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Сударенко Алексей Александрович

Прогр. обучения: Программа двух дипломов НИУ ВШЭ и Университета Кёнхи "Экономика, политика и бизнес в Азии"

Язык: английский

Кредиты: 6

Course Syllabus

Abstract

This course is designed to introduce you to the essentials of marketing: the creation of value for customers and firms and the strategies and methods marketers use. The course provides a foundation for applying the concepts, theories, and tools of marketing. Marketing decisions involve which customers to serve, with which products or services, at what price, through which channels. These decisions are influenced by the market environment, current and potential competitors, and the organization’s own resource constraints. Course Prerequisites: “Finance and business” course Since key role of marketing in any organization is to identify business opportunity and drive business development the main prerequisite is elementary economic theory in the dimension of corporate finance understanding. General concepts understanding is required, no need in deep knowledge. Student should also be capable of doing basic Excel analysis and producing a basic PowerPoint presentation / report.

Learning Objectives

• To define the strategic role of marketing in the firm
• To introduce the key elements of marketing in developing a marketing strategy and planning a marketing program
• To provide a sound conceptual and theoretical tool-kit for analyzing marketing problems
• To advance your understanding of the marketing process as a framework
• To offer an opportunity to refine your oral and written communication skills and to improve your ability to work collaboratively in a team

Expected Learning Outcomes

• As the outcome satisfactory completion of this course students will learn essentials of marketing
• As the outcome satisfactory completion of this course students experience implementation of marketing knowledge on practice.
• As the outcome satisfactory completion of this course students will get understanding of core concepts and approaches in corporate marketing

Course Contents

• - Defining Marketing: what is market, market demand, role of marketing
• - Customer value, satisfaction, and loyalty as the key business driver
• - Marketing & finance
• - Consumer & customer behavior model
• - Understanding customer & consumer (WHO). Building solid targeting model.
• - Market analysis as the essential intelligence tool. Quantitative and qualitative research.
• - Developing product strategy through the life cycle. (WHAT)
• - Mid-term Presentation
• - Creating brand equity and effective brand positioning, equity pyramid.
• - Building integrated marketing support
• - Developing pricing strategies and programs
• - Designing and managing services
• - Consumer markets & business market – differences, similarities, implications
• - Successful marketing driven organizations model (HOW)
• - Managing mass and personal communication
• - Final Group Presentations

Assessment Elements

• Final group project
• Interim group project
• Class Attendance
  Attendance is a necessary condition for class participation. There is a minimum requirement of 70% attendance to pass any marketing classes. In case of absence, you need to seek my approval before class. Unreported absence will be penalized.
• Class Participation
  Academic and Class Conduct: You are expected to exhibit the highest level of professionalism and courtesy in and out of class. Minimum behavioral expectations include: • Turn off cell phones, beepers, and pagers while in class • Refrain from using laptops or any other electronic devices which may be distracting • Arrive punctually to class (if you have to be late in arrival or to depart early, please find a seat close to the door in a non-disruptive manner)

Interim Assessment

• 2024/2025 2nd module
  0.1 * Class Attendance + 0.2 * Class Participation + 0.5 * Final group project + 0.2 * Interim group project

Bibliography

Recommended Core Bibliography

• Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management, Global Edition (Vol. Sixth edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419605

Recommended Additional Bibliography

• Keller, K. L. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program? Journal of Advertising, 45(3), 286–301. https://doi.org/10.1080/00913367.2016.1204967

Authors

• SUDARENKO ALEKSEY ALEKSANDROVICH