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Обычная версия сайта
07
Апрель

Marketing

2023/2024
Учебный год
ENG
Обучение ведется на английском языке
4
Кредиты
Статус:
Курс обязательный
Когда читается:
2-й курс, 1, 2 модуль

Преподаватели

Course Syllabus

Abstract

The course forms a concept of marketing as an activity aimed at needs satisfation by involving consumers in the value co-creation process. Marketing tools and approaches to evaluating the marketing performance are described. Marketing environment and methods of its analysis are considered.
Learning Objectives

Learning Objectives

  • Formation of systematic understanding of companies’ marketing activities
  • Development of skills in analyzing marketing environment and planning marketing activities
  • Providing an understanding of the role of marketing in strategic management and project management
Expected Learning Outcomes

Expected Learning Outcomes

  • Ability to use marketing tools and models in various fields
  • Skills of marketing environmental analysis
  • Ability to develop sound proposals for improving a company’s marketing activities
Course Contents

Course Contents

  • Marketing and society
  • Evolution of marketing
  • Analysis of marketing environment
  • Market research
  • Marketing strategies
  • Segmentation, targeting, positioning
  • Product and pricing marketing policies
  • Distribution and communication marketing policies
  • Marketing technology stack
  • Marketing performance
Assessment Elements

Assessment Elements

  • non-blocking Written examination
  • non-blocking Seminar activity
  • non-blocking Practical tasks
  • non-blocking Intermediate test
Interim Assessment

Interim Assessment

  • 2023/2024 2nd module
    0.2 * Intermediate test + 0.3 * Written examination + 0.2 * Seminar activity + 0.3 * Practical tasks
Bibliography

Bibliography

Recommended Core Bibliography

  • Hollensen, S., & Opresnik, M. O. (2014). Marketing : A Relationship Perspective. München: Vahlen. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=827295

Recommended Additional Bibliography

  • Marketing 4.0 : moving from traditional to digital, Kotler, P., 2017