Master
2022/2023
Understanding Market and Marketing
Category 'Best Course for Career Development'
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Type:
Compulsory course (HSE and Kyung Hee University Double Degree Programme in Economics, Politics, and Business in Asia)
Area of studies:
Foreign Regional Studies
Delivered by:
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:
KHU-HSE Double Degree Program Economics, Politics and Business in Asia
Language:
English
ECTS credits:
6
Contact hours:
60
Course Syllabus
Abstract
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.
Learning Objectives
- 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
Expected Learning Outcomes
- 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
Course Contents
- - 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
Assessment Elements
- Interim group project
- Final group project
- Class AttendanceAttendance 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.
- Class ParticipationAcademic 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
- 2022/2023 2nd module0.5 * Final group project + 0.2 * Class Participation + 0.2 * Interim group project + 0.1 * Class Attendance
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