Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 2-й курс, 4 модуль

Преподаватель

Павлова Екатерина Валерьевна

Full Syllabus Ask Question

Abstract

This dicipline provides a comprehensive introduction to modern marketing, tracing its evolution from production-oriented eras to data-driven, customer-centric strategies in the 21st century. Students master strategic planning frameworks, alongside STP, consumer behavior analysis, and the extended marketing mix across digital and traditional channels. Practical skills are developed through marketing research, analytics and case studies, enabling the formulation of integrated, data-driven strategies for sustainable competitive advantage. Emerging trends such as AI personalization, sustainability marketing, and omnichannel experiences equip students to navigate in current real-world business challenges.

Learning Objectives

To develop a deep and systematic understanding of marketing as the core process of creating, communicating, delivering, and exchanging value for customers and society in the context of 21st-century. It aims to build comprehensive competencies in strategic marketing planning, market environment analysis, segmentation, targeting, positioning, brand equity building, and integrated marketing communications to achieve sustainable competitive advantage for organizations. The course develops practical skills in applying marketing theories and tools to real-world business situations, including formulating growth strategies, designing marketing tactics, and evaluating marketing performance.

Expected Learning Outcomes

Know the evolution of marketing and core marketing concepts
Know strategic marketing planning frameworks
Able to develop coherent marketing strategies aligned with organizational objectives
Able to perform market segmentation, select appropriate targeting strategies, and craft effective positioning statements
Identify consumer behavior, covering decision process stages, psychological and economic influences and use these data to design marketing tactics that enhance long-term customer value
Integrate extended marketing mix, data analytics, and emerging trends to formulate data-driven marketing strategies

Course Contents

Introduction to marketing and strategic planning
Segmentation, targeting, positioning
Consumer behavior
Marketing mix: price and product
Marketing Mix: place and promotion
Digital marketing frameworks
Marketing research and analytics
Modern marketing trends
Data-driven marketing: cases

Assessment Elements

Exam
Individual written test with 60 multiple-choice and short-answer questions covering all. Duration: 60 minutes; closed-book.
Final projects
Seminars activities
Various group and individual assignments involve collaborative analysis of lecture topics during seminars, applying course frameworks to real cases or data sets. Results are presented during the seminars with Q&A.

Interim Assessment

2025/2026 4th module
0.25 * Seminars activities + 0.4 * Final projects + 0.35 * Exam

Bibliography

Recommended Core Bibliography

Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421

Recommended Additional 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
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

Authors

PAVLOVA EKATERINA VALEREVNA

Бакалаврская программа «Управление бизнесом»

Контакты:

Marketing