Bachelor
2024/2025
Marketing
Type:
Compulsory course (International Business)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
2 year, 1, 2 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Andrei Starkov
Language:
English
ECTS credits:
4
Contact hours:
48
Course Syllabus
Abstract
This course provides bachelor students in business and management with a foundational understanding of marketing. It addresses key concepts and frameworks necessary for advanced studies in the field. Additionally, the course emphasises the importance of both academic and industry-specific terminology. The pedagogical approach is comprehensive, integrating lectures, case studies, group projects, and individual assignments.
Learning Objectives
- Capable of gathering and analyzing information about product requirements in markets and determining the competitive advantages of the organization's products in markets.
- Able to analyze the competitive environment.
- Able to analyze the behavior of consumers of economic goods and shape demand.
Expected Learning Outcomes
- Knows key business goals of marketing function
- Aware of peculiarities of modern marketing
- Knows key marketing frameworks
- Knows key steps of marketing planning process
- Understands the marketing concept through an economic lens
- Knows the progression of the marketing concept, both theoretically and practically.
- Familiar with essential methodologies for market analysis and the primary tools and frameworks employed by marketers
- Familiar with fundamental models of consumer behavior.
- Familiar with core methodologies for market segmentation and the strategies for segment selection in business.
- Understands the fundamental components of positioning and common strategies for brand placement.
- Understands the intricacies of brand development and the essential tools for brand management
- Understands the components of product strategy and the pivotal marketing decisions within its scope.
- Understands the primary strategies for pricing and effective communication of its value.
- Familiar with various marketing channel designs and comprehends challenges in channel management.
- Understands methods for establishing marcom objectives and the fundamental components of communication and media strategies.
- Is familiar with essential digital marketing tools and platforms.
Course Contents
- Marketing as a business function
- Marketing as an economic phenomenon
- Marketing as a business philosophy
- Situation analysis
- Consumer behaviour
- Strategic Marketing Decisions: Segmentation and Targeting
- Marketing communications
- Strategic Marketing Decisions: Positioning
- Distribution decisions
- Brand, Branding, and Brand Management
- Product decisions
- Digital Marketing
- Pricing Decisions
Assessment Elements
- Social reading on PerusallPerusall is an educational platform with elements of a social network. You not only read articles, watch videos, but also comment on materials, respond to comments from your classmates, ask questions, and receive answers from the teacher, and give and receive likes.
- TestsMultiple choice, Multiple answers and Essay questions
- Activity at seminars
- ExamDuration: 90 minutes Platform: StartExam without proctoring Types of tasks: - true/false (15 questions), - single choice (15 questions), - ordering (2 tasks), - matching (2 tasks), - multiple choice (10 questions), - essay (2 questions in case format). The minimum score to pass the test is 35 points out of 100. Preparation: A checklist is available for each topic (what you need to know / what skills you need).
- Group projectProject goal: During the preparation of the case presentation, the group goes through the main stages of the GTM strategy development process: analysis, goal setting, marketing strategy development.
Interim Assessment
- 2024/2025 2nd module0.1 * Activity at seminars + 0.4 * Exam + 0.2 * Group project + 0.2 * Social reading on Perusall + 0.1 * Tests
