Магистратура
2024/2025
Маркетинг в цифровой экономике
Статус:
Курс обязательный (Международный менеджмент / Master in International Management)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Прогр. обучения:
Международный менеджмент
Язык:
английский
Кредиты:
6
Контактные часы:
48
Course Syllabus
Abstract
The course “Marketing in the Digital Age” is a compulsory course for the students at the master level degree programs offered by the Higher School of Economics (5 ETCS, 40 hours of lectures and 150 hours of guided independent self-study). The overall objective of the “Marketing in the Digital Age” course is to provide students with the basic understanding of the main concepts and contemporary marketing theories and to show the students the main marketing tools, used in the digital age. The course has strategic approach to marketing, which means that marketing is not only understood within the framework of traditional 4P model, but also in terms of relationship marketing, CRM, and value co-creation. Course includes the major topics of classical marketing, such as strategic marketing, relationship marketing, consumer behavior, and marketing communications including digital marketing tools, and marketing management as well as specific digital topics, such as Customer Journey Mapping (CJM), value co-creation, and sharing economy as a new digital business model. The course includes several case studies dealing with marketing decision making in the contemporary digital world. Teaching methods include lectures, guest lecture, individual and group projects, case studies, and class assignments.