Understanding Market and Marketing

Master 2020/2021

Category 'Best Course for Career Development'

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'

Category 'Best Course for New Knowledge and Skills'

Type: Compulsory course (Economics, Politics, and Business in Asia)

Area of studies: Foreign Regional Studies

Delivered by: Faculty of World Economy and International Affairs

Where: Faculty of World Economy and International Affairs

When: 1 year, 1, 2 module

Mode of studies: offline

Open to: students of one campus

Instructors: Сударенко Алексей Александрович

Master’s programme: Экономика, политика и бизнес в Азии

Language: English

ECTS credits: 4

Contact hours: 60

Full Syllabus Ask Question

Abstract

Course Description: This course is designed to experience and practice marketing essentials: 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. Course Prerequisites: Since key role of marketing is to identify business opportunity and drive business results, including revenue stream and profit, the main prerequisite is general corporate finance understanding in the aspects of corporate P&L and ROI evaluation blocks. Student should also be capable of doing basic Excel analysis and designing PowerPoint presentation.

Learning Objectives

To define the strategic role of marketing
To introduce the key elements of marketing in developing a marketing strategy and planning
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
To improve your ability to work collaboratively in a team

Expected Learning Outcomes

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

Course Contents

Defining Marketing: what is market, market demand, role of marketing
The block is to set the idea and goal of marketing in a firm, learn marketing process, understand basic concepts of the marketing course. Also this is to explain idea of “market”
Customer value, satisfaction, and loyalty as the key business driver
Marketing programs are based on the needs of human beings. The block is to drive understanding of the critical factors in human behavior and importance of “value” idea as well as showing how it influences market idea
Financial measures in marketing
Key measure of success in marketing is financial results. This block is intended to build understanding of the financial impact of marketing decisions and evaluation process of the marketing campaigns success
Consumer & customer behavior model
Consumers and customers play critical role in marketing since marketing is aiming to drive change in the consumer and customer behavior. In order to drive that students need to understand models of consumer and customer behavior.
Understanding customer & consumer (WHO). Building solid targeting model.
This block is set to understand consumers, how consumers are different, learn idea of targeting as the base for marketing programs in order to better serve consumer and customer needs.
Market analysis as the essential intelligence tool. Quantitative and qualitative research.
Marketing programs are driven by decisions at every step. As the part of this block students will learn different market analysis technics including quantitative and qualitative research in order to learn about consumers, customers as well as analyzing results of the marketing programs.
Developing product strategy through the life cycle. (WHAT)
Products are aimed to fulfill consumer needs from different angles. But the progress is continuously driving introduction of new solutions. As the part of this block students will learn a concept of the product lifecycle, role of innovations. This is also to practice product concepts creating and learning how to build strong product propositions
Designing and managing services
Products and services have some similarities and some differences in its nature. This block aims to explain differences and similarities between products and services and help to understand critical elements of building strong service proposition.
Mid-term Presentation
Creating brand equity and effective brand positioning, equity pyramid.
Our world is very competitive and companies created brands as the differentiation mean to drive business performance. In order to have deep understanding of marketing students need to understand brand, brand positioning and equity pyramid concepts. And also practice it as the part of the projects.
Successful marketing driven organizations model (HOW)
Organizational structure plays critical role in the building of marketing strategies. So this block is to explain roles, different models and ways of its creation.
Developing pricing strategies and programs
Pricing is one of the critical blocks in 4P model. This is to learn role of pricing, how it could be defined and set and implemented on the market.
Building integrated marketing support
IMS is the evolution of promo activities. Its more than simple promo, its building the idea of the holistic campaigns which cover all means of communication and how to build it effectively.
Designing promotional activities and creative campaigns
Promotion is the second critical block of the 4P marketing mix model. This is to learn promo and campaigns.
Marketing campaigns analysis & agile methodology
In order to maximize a pay-out of the marketing programs it’s essential to do a proper tracking and analysis after launch. And adjust. This is be the main theme of the block.
Consumer markets & business market – differences, similarities, implications
Continuation exploration of “market” idea and understanding B2B and B2C markets, how it’s different and similar, and the implications it have on the marketing programs
Managing mass and personal communication
Mass vs. personal. Effectiveness and efficiency. Marketeers always have to consider dilemma of cost vs. budget and mass/personal communication is one the of enablers through creating balance between all.
Final Group Presentations

Assessment Elements

Interim group project
Final group project
Class Attendance
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)
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

Interim assessment (2 module)
0.15 * Class Attendance + 0.15 * 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

Course Syllabus