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Course Syllabus

Master 2024/2025

Innovative Technologies of Marketing Communications: at Points of Sale, SP, DM

Type: Compulsory course (Marketing: Digital Technology and Marketing Communications)
Area of studies: Management
Delivered by: Department of Marketing
Where: Graduate School of Business
When: 2 year, 1 module
Mode of studies: offline
Open to: students of one campus
Instructors: Alexander V. Lebedev
Master’s programme: Маркетинг: цифровые технологии и маркетинговые коммуникации
Language: English
ECTS credits: 3

Course Syllabus

Full Syllabus

Abstract

This course provides a foundation for practical use of various marketing-communication instruments, beyond the scope of traditional (ATL) advertising. The course will prepare students for the synergistic use of different tools and methods of sales promotion, trade marketing, sensory marketing, direct marketing and CRM. The core of the course examines the below-the-line (BTL) marketing technologies, taking into consideration the result&efficiency - oriented approach. The plan of the course is to cover the main contemporary and innovation data-driven instruments of BTL-marketing and highlight the connection of their utilization and the marketing strategy and goals. The actuality of the course arrives from the necessity to seek for uncommon marketing tactics to attract and retain clients, because the old methods don’t work efficiently anymore. Based on the teamwork and case-studies, the course provides a blend of applied competences and is designed to be utilized by students, focused on the marketing communications field and/or interested in promotion of their own business.
Learning Objectives

Learning Objectives

  • At the end of the course, the successful students will learn the following: • The basic comprehensive understanding of the BTL-communications types and instruments; • General approaches to analyses and practical use of traditional and contemporary instruments of BTL-marketing; • Methods of planning, organizing and evaluating the non-media marketing-communication campaigns in relation to overall marketing goals; • Teamwork and Problem-Solving skills.
Expected Learning Outcomes

Expected Learning Outcomes

  • Acquisition of skills in development of CRM strategy and tactical plans
  • Acquisition of skills in practical use of direct marketing tools in business practice
  • Mastering the basic terms, definitions and categories of BTL marketing
  • Mastering the effective use of CRM and DM tools ifor creating/changing consumer purchase behavior / patterns
  • Mastering the practical application of digital world tools for BTL marketing development
  • Mastering the practical application of loyalty programs, customer community management and CRM.
  • Mastering the tools of marketing in the retail environment
  • Mastering the traditional instruments of direct-marketing
Course Contents

Course Contents

  • Introduction
  • Traditional instruments of direct-marketing
  • Marketing in the retail environment
  • Digital world opportunities for BTL marketing development
  • CRM as a tool for hyper personalized / targeted communication
  • CRM strategy and practice
  • Direct marketing
  • CRM & DM - effective tools in creating/changing consumer purchase behavior / patterns
Assessment Elements

Assessment Elements

  • non-blocking Field study. Participant observation.
  • non-blocking Communication strategy
  • non-blocking Eхam. Written tasks with detailed answers.
  • non-blocking Practical Case. BTL-tool
Interim Assessment

Interim Assessment

  • 2024/2025 1st module
    0.25 * Communication strategy + 0.5 * Eхam. Written tasks with detailed answers. + 0.15 * Field study. Participant observation. + 0.1 * Practical Case. BTL-tool
Bibliography

Bibliography

Recommended Core Bibliography

  • Alpina - 22370 - А. Максимова; С.Альварес - Как создать продукт, который купят: Метод Lean Customer Development - 9785961472264 - Альпина Паблишер - 2021 - https://hse.alpinadigital.ru/audio/22370
  • Andrew Smith. (2020). Consumer Behaviour and Analytics : Data Driven Decision Making. Routledge.
  • Balladares Fuentes, A. G. (2021). Changing consumer behavior in the digital age: perceived risk in information search process [Universitat Ramon Llull, 2021.].
  • Chalupa, S., & Petricek, M. (2020). Using Customer Characteristics to Manage Marketing and Revenue Management Activities. TEM Journal, 9(3), 1088–1093. https://doi.org/10.18421/TEM93-33
  • Choong Park, Deborah J. MacInnis, and Andreas B. Eisingerich. Exponential Branding. - John Wiley & Sons, Incorporated, 2016. [Электронный ресурс]. — URL: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4691474&query=marketing
  • Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications, Global Edition (Vol. Eighth edition ; Global edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1613746
  • Contemporary direct marketing, Spiller, L. D., 2005
  • Daniel Rowles. (2022). Digital Branding : A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. Kogan Page.
  • Diving into the red ocean : how to break the rules of retail and come out on top, Shchepin, E., 2021
  • Engaging brands : a customer-centric approach for superior experiences, Addis, M., 2020
  • Evans, N. D. (2017). Mastering digital business: How powerful combinations of disruptive tech-nologies are enabling the next wave of digital transformation. Retrieved from https://proxylibrary.hse.ru:2137/toc.aspx?bookid=123228
  • G Shainesh. (2020). Customer Relationship Management. Laxmi Publications Pvt Ltd.
  • Georg August Krentzel. (2020). Strategic Shopper Marketing : Driving Shopper Conversion by Connecting the Route to Purchase with the Route to Market. Routledge.
  • Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing 4.0: Moving From Traditional To Digital. World Scientific Book Chapters, 99. https://doi.org/10.1142/9789813275478_0004
  • Hillqvist, O., & Johnsson Östergren, A. (2020). The personalization-privacy paradox: personalized ads on social media : Exploring invasive ads on social media, in relation to perceived usefulness, consumer privacy and trust.
  • 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
  • Leimert, H., Scharfenberger, P., & Tomczak, T. (2021). A Contemporary Approach to Holistic Brand Communication. Marketing Review St. Gallen, 2, 10–18.
  • Marketing 5.0 : technology for humanity, Kotler, P., 2021
  • Marketing communications, Egan, J., 2020
  • Mason, T., & Knights, M. (2019). Omnichannel Retail : How to Build Winning Stores in a Digital World. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2092093
  • Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, & Yogesh K. Dwivedi. (2020). Digital and Social Media Marketing : Emerging Applications and Theoretical Development. Springer.
  • Simon Hall. (2020). B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth. Kogan Page.
  • The art of CRM : proven strategies for modern customer relationship management, Fatouretchi, M., 2019
  • The lean approach to digital transformation : from customer to code and from code to customer, Caseau, Y., 2022
  • The Martech handbook : build a technology stack to attract and retain customers, Alfonso, D., 2022
  • Vo, D. G. (2021). Industry Influencer: Growing Your Brand Through Meaningful Connections and Engagement Online. Morgan James Publishing.
  • Визуальный мерчандайзинг. Не только бизнес : история вопроса, технологии работы, оценка результатов, Галун, Д., 2021
  • Маркетинг 5.0 : технологии следующего поколения, Котлер, Ф., 2022
  • Маркетинг 5.0 : технологии следующего поколения, Котлер, Ф., 2023
  • Миллер, Д. Воронки продаж по методу StoryBrand : Пошаговое руководство : практическое руководство / Д. Миллер, Д. Питерсон ; пер. с анг. О. Бараш. - Москва : Альпина Паблишер, 2022. - 196 с. - ISBN 978-5-9614-5334-8. - Текст : электронный. - URL: https://znanium.com/catalog/product/1904801
  • Практичный email-маркетинг: повышаем продажи с помощью рассылок. - 978-5-9775-6697-1 - Ефимов А. Б. - 2021 - Санкт-Петербург: БХВ-Петербург - https://ibooks.ru/bookshelf/385787 - 385787 - iBOOKS
  • Токовинин, М. Продажи людям : amoCRM от первого лица : практическое руководство / М. Токовинин, М. Кардаш. - Москва : Альпина ПРО, 2022. - 159 с. - ISBN 978-5-206-00003-0. - Текст : электронный. - URL: https://znanium.com/catalog/product/1905837
  • Щепин, Е. Diving Into the Red Ocean: How to Break the Rules of Retail and Come Out on Top : практическое руководство / Е. Щепин. - Москва : Альпина Паблишер, 2022. - 280 с. - ISBN 978-5-9614-7188-5. - Текст : электронный. - URL: https://znanium.com/catalog/product/1904847

Recommended Additional Bibliography

  • Bly, R. W. (2019). The Direct Mail Revolution : How to Create Profitable Direct Mail Campaigns in a Digital World. IRVINE: Entrepreneur Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1991466
  • LEI LIU, JIN ZHANG, & HEAN TAT KEH. (2018). Event-Marketing And Advertising Expenditures: The Differential Effects On Brand Value and Company Revenue. Journal of Advertising Research, 58(4), 464–475. https://doi.org/10.2501/JAR-2017-043
  • Mullin, R., & Cummins, J. (2008). Sales Promotion : How to Create, Implement & Integrate Campaigns That Really Work (Vol. 4th ed). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=217081
  • Reic, I. (2017). Events Marketing Management : A Consumer Perspective. London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1361600
  • Simpson, C., & Kennedy, D. S. (2014). The Direct Mail Solution : A Business Owner’s Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign. New York: Entrepreneur Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=681126
  • Vidovic, A. (2019). Sales Promotion as a Function in Merchandising. Economy & Market Communication Review / Casopis Za Ekonomiju i Trzisne Komunikacije, 9(1), 120–131. https://doi.org/10.7251/EMC1901120V
  • Yahya, S. F. H., Hashim, N. A., Bahsri, N., & Dahari, N. A. (2019). The Effect of Sales Promotion Strategy on Online Fashion Shopping Behavior among Employee of Sahawan Sdn Bhd. Global Business & Management Research, 11(2), 1–12. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=136670762

Authors

  • PIROGOVA YULIYA KONSTANTINOVNA
  • LEBEDEV ALEKSANDR VALEREVICH
  • FILIPSKAYA ELENA VLADIMIROVNA