Мы используем файлы cookies для улучшения работы сайта НИУ ВШЭ и большего удобства его использования. Более подробную информацию об использовании файлов cookies можно найти здесь, наши правила обработки персональных данных – здесь. Продолжая пользоваться сайтом, вы подтверждаете, что были проинформированы об использовании файлов cookies сайтом НИУ ВШЭ и согласны с нашими правилами обработки персональных данных. Вы можете отключить файлы cookies в настройках Вашего браузера.

  • A
  • A
  • A
  • АБB
  • АБB
  • АБB
  • А
  • А
  • А
  • А
  • А
Обычная версия сайта
2024/2025

Маркeтинг

Статус: Маго-лего
Когда читается: 1, 2 модуль
Охват аудитории: для своего кампуса
Язык: русский
Кредиты: 6

Программа дисциплины

Аннотация

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.
Цель освоения дисциплины

Цель освоения дисциплины

  • 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
Планируемые результаты обучения

Планируемые результаты обучения

  • 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
Содержание учебной дисциплины

Содержание учебной дисциплины

  • - 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
Элементы контроля

Элементы контроля

  • неблокирующий Final group project
  • неблокирующий Interim group project
  • неблокирующий 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.
  • неблокирующий 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)
Промежуточная аттестация

Промежуточная аттестация

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

Список литературы

Рекомендуемая основная литература

  • 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

Рекомендуемая дополнительная литература

  • 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

Авторы

  • Воронов Валентин Дмитриевич
  • Сударенко Алексей Александрович