Marketing

2026/2027

Учебный год

ENG

Обучение ведется на английском языке

4

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

2-й курс, 1 модуль

Преподаватели

Павлова Екатерина Валерьевна

Шатаева Ольга Алексеевна

Course Syllabus

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

Assessment Elements

• Final projects
• Exam
  Individual written test with 60 multiple-choice and short-answer questions covering all. Duration: 60 minutes; closed-book.
• 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

• 2026/2027 1st module
  0.25 * Seminars activities + 0.35 * Exam + 0.4 * Final projects

Bibliography

Recommended Core Bibliography

• Mogaji, Emmanuel. Strategic Marketing Management: Principles and Practice. Springer Nature, 2025
• Tomczak, Torsten, Reinecke, Sven, Gollnhofer, Johanna. Strategic Marketing: Market-Oriented Corporate and Business Unit Planning. Springer Gabler Wiesbaden, 2026

Recommended Additional Bibliography

• Bruhn, Manfred. Principles of Marketing: A Comprehensive Introduction for Students and Practitioners. Springer, 2025.

Authors

• PAVLOVA EKATERINA VALEREVNA