Tactical Tools of Marketing

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Marketing

Course type:

Compulsory course

When:

4 year, 2, 3 module

Instructor

Krasnikov, Alexandr V.

Course Syllabus

Abstract

This course is designed to demonstrate a spectrum of modern practical marketing tools, mostly of short- and mid-term character, and how they can address strategic business decisions on all levels of the business model (value proposition, operations, go-to-market, and profit formula). Such tools include methods (techniques and tactics), analytical frameworks, and decision-making approaches as well as practical cases and guidelines. Students will develop e a holistic view of what marketing as a business function is capable of, how long it may take and how much it can cost. They will obtain hands-on knowledge on using marketing tools exercised by industry leaders. Teaching methods include both lectures and practical sessions.The lectures are designed to review relevant theoretical concepts studied in prior marketing courses and introduce modern marketing tools. The practical sessions will be held in groups and will be conducted via case discussions (utilizing a case method used for teaching at business schools) and other methods.

Learning Objectives

• Develop analytical skills related to planning, pricing, promoting, and distributing products and services and elaborate on how the marketing mix contributes to the business model and value creation.
• Apply marketing tools and frameworks to the analysis of the business cases
• Upraise ability to work with complex marketing data from various sources (e.g., customers, companies, industries, governments, etc.)
• Develop competencies needed by professional marketers

Expected Learning Outcomes

• to apply approaches to building brand communication (brand history, branding through loyal consumers and communities)
• use quantitative methods for marketing strategy effectiveness assessment: market sizing, margin and break-even analysis, consumer “lifespan” (Customer Lifetime Value)
• Apply various marketing frameworks and concepts, such as 5C, 3V, 4P, brand model and other patterns with the purpose of business development and kpi targeting
• Identify consumer needs addressing specific goals and within stated budgets, find new solutions with research and development
• To apply approaches to building brand communications (brand history, packaging, branding through loyal consumers and communities)
• To pricing and its management (price elasticity, price adjustment, and price discrimination) to chose distribution models that best suit the strategy of the company
• Learn how to create the main marketing documents (market plan, budget, media plan, etc.)

Course Contents

• Strategic vs. tactical marketing
• Segmentation, targeting, positioning
• Marketing plan. Product & Branding
• Communications
• Price & Distribution
• Customer-Based Approach to Marketing Strategy

Assessment Elements

• Exam
  The purpose of the exam is to help you to understand and synthesize the course material. The exam will be comprised of a mix of short-answer, multiple-choice, and quantitative problems with content drawn from readings and from class materials. The questions will focus on the application of concepts and techniques.
• Home Assignment
  These exercises are intended to give you hands-on experience working with the concepts and methods discussed in class and will serve as the basis for class discussion.
• Class Activity
  Classroom quizzes to assess student learning and class engagement
• Infographics
  In teams, students develop infographics based on the topics studied in the course

Interim Assessment

• 2024/2025 3rd module
  0.2 * Class Activity + 0.4 * Exam + 0.3 * Home Assignment + 0.1 * Infographics

Bibliography

Recommended Core Bibliography

• An introduction to qualitative research, Flick, U., 2002
• 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
• Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421

Recommended Additional 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
• Kumar, V., Aaker, D. A., & Day, G. S. (2015). Marketing research. Slovenia, Europe: J. Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.E4B2E3E8

Authors

• FILIPSKAYA ELENA VLADIMIROVNA
• KRASNIKOV ALEKSANDR VLADIMIROVICH