Кто читает:: Департамент маркетинга и предпринимательства

Статус:: Курс по выбору

Когда читается:: 2-й курс, 1, 2 модуль

Преподаватели

Борышнева Нелли Николаевна

Коренькова Марианна Максимовна

Янченко Яна Игоревна

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Abstract

Students will learn basic concepts of marketing. During the course sduddents will understand how to conduct market research, develop a marketing plan, segment the market and select target audiences, properly promote a product, including on the Internet. The course "Marketing" includes the implementation of practical tasks, for example, the development of a product concept and a marketing plan.

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

Analyze basic marketing strategies
Practice the process of analyzing marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan
Analyze the importance of branding
know the key methods of strategic analysis of the external environment and positioning of the firm, and be able to apply the tools in practice. Understanding of influence of factors of macro environment on the organisations of various kinds of economic activity;
Applies the principles of integrated marketing communications
Know the main methods of marketing research
- 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
• The student applies qualitative and quantitative methods of marketing research to analyse markets and consumer behaviour
Understand basic concepts and principles of modern marketing

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

Special homework assignment 1
Special Homework assignment 2
Seminars activity
Homework, classes presentations, answering theory

Interim Assessment

2026/2027 2nd module
0.3 * Special Homework assignment 2 + 0.3 * Special homework assignment 1 + 0.4 * Seminars activity

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
Реклама: принципы и практика, Уэллс, У., 2001

Authors

Korenkova Marianna Maksimovna
Boryshneva Nelli Nikolaevna
SHIGINA YANA IGOREVNA

Магистерская программа «Финансы»

Marketing