Marketing

2026/2027

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент маркетинга и предпринимательства

Статус:

Курс обязательный

Когда читается:

1-й курс, 3 модуль

Преподаватели

Коренькова Марианна Максимовна

Янченко Яна Игоревна

Course Syllabus

Abstract

Students will learn basic concepts of marketing. During the course students will understand how to conduct market research, develop a marketing plan, segment the market and select target audiences, properly promote a product and build a brand. This course offers a comprehensive approach to learning that combines theoretical knowledge with practical tasks. Students are given the opportunity to not only master the theoretical foundations of marketing, but also apply them in real-world situations.

Learning Objectives

• The goal of mastering the discipline “Marketing ” is to familiarize students with the modern theory of marketing.

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
• 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
• • 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
• Marketing Communication

Assessment Elements

• Seminars activity
  Classes presentations, answering theory
• Special assignment 1
• Special assignment 2

Interim Assessment

• 2026/2027 3rd module
  0.35 * Special assignment 1 + 0.3 * Seminars activity + 0.35 * Special assignment 2

Bibliography

Recommended Core Bibliography

• 9781119668541 - Hermawan Kartajaya-Iwan Setiawan-Philip Kotler - Marketing 5.0 : Technology for Humanity - 2021 - Wiley - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2736752 - nlebk - 2736752
• Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.

Recommended Additional Bibliography

• Market-Driven Management : Strategic and Operational Marketing, 3rd ed., 590 p., Lambin, J.-J., Schuiling, I., 2012
• Mebert, A., & Lowe, S. (2017). Blue Ocean Strategy : How to Create Uncontested Market Space (Vol. First edition). London: Macat Library. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1552203
• Olga Stanislavovna Poshekhova. (2021). Representation of the Phenomenon of Body Positivity in English Sports Advertising Discourse. Laplage Em Revista, 7(2). https://doi.org/10.24115/S2446-6220202172745p.473-481
• Simon Hall. (2020). B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth. Kogan Page.
• Павлюк, Л. В., The World of PR & Advertising : учебное пособие / Л. В. Павлюк, Е. С. Павлюк, ; под ред. Е. С. Павлюк. — Москва : Русайнс, 2025. — 274 с. — ISBN 978-5-466-09160-1. — URL: https://book.ru/book/958941 (дата обращения: 09.12.2025). — Текст : электронный.

Authors

• Korenkova Marianna Maksimovna
• Belokhlebova Natalia Aleksandrovna
• SHIGINA YANA IGOREVNA