Bachelor 2024/2025

Tactical Tools of Marketing

Type: Compulsory course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 4 year, 2, 3 module

Mode of studies: offline

Open to: students of all HSE University campuses

Instructors: Alexandr Vladimirovich Krasnikov

Language: English

ECTS credits: 3

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.