Marketing

2024/2025

Academic Year

ENG

Instruction in English

4

ECTS credits

Delivered at:

Department of Marketing

Course type:

Compulsory course

When:

3 year, 1, 2 module

Instructor

Butkovskaya, Vera

Course Syllabus

Abstract

Marketing is one of the primary subjects of business management. It is essential for graduates to have a global view of the way that the marketing sections of companies work. The Marketing Management course aims to provide students with a holistic view of the value creation and delivery processes that integrate the company's interaction with the customer and other stakeholders.

Learning Objectives

• - Understand and know how to evaluate the main marketing concepts and tools. - Understand the importance of marketing in businesses and in society. - Make internal and external analyses of the company and make diagnostic decisions about the commercial situation. - Know the different competitive marketing strategies. - Know how to connect the different marketing decisions with other functional decisions.

Expected Learning Outcomes

• Define what is marketing and its role in the company's strategy.
• Analyse the market and environmental characteristics affecting marketing strategy.
• Interpret factors affecting customer behavior and understand the decision-making process.
• Implement the concepts of segmentation, targeting, and positioning as a marketing strategy.
• Formulate the decisions related to the main marketing mix tactics (Product, Price, Promotion, Place).
• Utilize main marketing research methods and techniques
• Define the main marketing objectives and strategic directions of the company.
• Develop the stages of the marketing plan.

Course Contents

• Introduction - What is marketing?
• Market Analysis
• Marketing Strategy
• Marketing Mix Tactics
• Marketing Planning

Assessment Elements

• Final Exam
• Case studies
• Project

Interim Assessment

• 2024/2025 2nd module
  0.14 * Case studies + 0.21 * Case studies + 0.4 * Final Exam + 0.25 * Project

Bibliography

Recommended Core Bibliography

• Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475
• 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

• Legends in marketing. Philip Kotler. Vol.1: Marketing theory and orientations, Kotler, P., 2012
• Legends in marketing. Philip Kotler. Vol.2: Analytical marketing, Kotler, P., 2012
• Legends in marketing. Philip Kotler. Vol.3: Creating and managing the product mix, Kotler, P., 2012
• Legends in marketing. Philip Kotler. Vol.4: Improving the role and practice of marketing, Kotler, P., 2012
• Legends in marketing. Philip Kotler. Vol.5: Strategic marketing, Kotler, P., 2012

Authors

• Butkovskaia VERA PETROVNA