• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedFor visually-impairedUser profile (HSE staff only)Search
Advanced search
Menu
HSE University
User profile (HSE staff only)Search
Advanced search

Course Syllabus

Bachelor 2024/2025

Research seminar "Marketing Communications"

Type: Compulsory course (Foreign Languages and Intercultural Business Communication)
Area of studies: Linguistics
Where: Faculty of Humanities (Nizhny Novgorod)
When: 3 year, 1, 2 module
Mode of studies: offline
Open to: students of one campus
Instructors: Ekaterina Artyushina, Nelli Boryshneva, Marianna Korenkova
Language: English
ECTS credits: 3

Course Syllabus

Full SyllabusAsk Question

Abstract

The discipline provides knowledge in key aspects of marketing communications, teaches to design strategies of marketing communication.The course includes topics on defining the marketing process, creating business and marketing strategy, the study of marketing environment, consumer and business buying behavior, as well studying the market segmentation, services and branding strategy, international marketing.
Learning Objectives

Learning Objectives

  • The goal of mastering the discipline “Marketing Communications” is to familiarize students with the modern theory of marketing. The purpose of mastering the discipline of Marketing is to give students basic knowledge in the field of theory and practice of marketing, as a modern concept of managing a firm and conducting marketing research. The study of the course should contribute to the formation of the marketing thinking necessary for successful work in modern business.
Expected Learning Outcomes

Expected Learning Outcomes

  • - has an understanding of basic concepts and principles of modern marketing; the content of the marketing process aimed at providing value to customers; methodical approaches to solving marketing problems; principles of organization of marketing activities of the company. - is able to use obtained theoretical knowledge to analyze the problem and provide marketing recommendations when solving business situations; -has an understanding of analyze marketing problems
Course Contents

Course Contents

  • Defining Marketing and the Marketing Process
  • Marketing environment. Understanding the Macroenvironment and Microenvironment
  • Consumer Behaviour. Understanding your Customer
  • Business and Marketing Strategy of the company. Market segmentation, targeting and positioning
  • Market Research
  • Marketing Communication
  • Branding
  • Naming
  • International (Cross-Cultural Marketing)
Assessment Elements

Assessment Elements

  • non-blocking Seminars activity
    Homework, cases presentations, answering theory
  • non-blocking Special homework assignment
    In the middle of the course students have intermediate control in the form of a group presentation as a result of their completed case.
  • non-blocking Exam
Interim Assessment

Interim Assessment

  • 2024/2025 2nd module
    0.3 * Exam + 0.4 * Seminars activity + 0.3 * Special homework assignment
Bibliography

Bibliography

Recommended Core Bibliography

  • Market-Driven Management : Strategic and Operational Marketing, 3rd ed., 590 p., Lambin, J.-J., Schuiling, I., 2012
  • Principles of marketing, Kotler, P., 2018
  • Tourism distribution channels ; Travel marketing, tourism economics and the airline product : an introduction to theory and practice. (2017). Europe: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.BAC34C9

Recommended Additional Bibliography

  • Basic marketing research : a decision-making approach, Malhotra, N. K., 2006
  • Kotler, P. (2016). Marketing Management. [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419695
  • Дробо, К. Секреты сильного бренда: Как добиться коммерческой уникальности / Дробо К. - Москва :Альпина Пабл., 2016. - 276 с.: ISBN 5-9614-0109-X. - Текст : электронный. - URL: https://znanium.com/catalog/product/923764
  • Кирюкова, Ю. С. Кирюков, С.Ю. Управление маркетинговыми каналами [Электронный ресурс] : учебник / С.Ю. Кирюков. - Высшая школа менеджмента СПбГУ. . Санкт-Петербург : Высшая школа менеджмента; 2010. - 366 с. - ISBN 978-5-9924-0046-5. - Текст : электронный. - URL: https://znanium.com/catalog/product/493029
  • Реброва, Н. П.  Стратегический маркетинг : учебник и практикум для вузов / Н. П. Реброва. — Москва : Издательство Юрайт, 2020. — 186 с. — (Высшее образование). — ISBN 978-5-9916-9092-8. — Текст : электронный // Образовательная платформа Юрайт [сайт]. — URL: https://urait.ru/bcode/452438 (дата обращения: 27.08.2024).
  • Реклама: принципы и практика, Уэллс, У., 2001

Authors

  • BORYSHNEVA NELLI NIKOLAEVNA
  • Булыга Алина Михайловна
  • KORENKOVA MARIANNA MAKSIMOVNA