Bachelor
2024/2025
Principles of Marketing
Type:
Elective course (HSE University and Kyung Hee University Double Degree Programme in Economics and Politics in Asia)
Area of studies:
Foreign Regional Studies
Delivered by:
Faculty of World Economy and International Affairs
When:
2 year, 3, 4 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Сударенко Алексей Александрович
Language:
English
ECTS credits:
5
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. About the instructor: Alexey Sudarenko is currently Country General Manager Kimberly-Clark Professional responsible for Eastern Europe (post-Soviet countries) and Turkey in Kimberly-Clark Corporation, a Fortune 200 multinational FMCG company. Alexey has had 15 years of international and local marketing, sales and business administration experience with such companies as Procter&Gamble and Rambler Internet Holding, experience in cross-country and cross-culture operations, had experience in domestic and export business. Key areas of expertise: Brand and trade marketing: brand strategy development and execution, complex rebranding, high-impact marketing support planning and implementation, ATL and BTL campaigns, strategic trade marketing, marketing research, comprehensive expertise in Internet strategies and approaches; General business administration: complete business restructuring, business and culture transformation, design and implementation of critical standards, P&L management and accountability; Sales: key accounts and distributors operations, sales strategy designing and implementation, leadership of successful sales team;