Marketing

2020/2021

Учебный год

ENG

Обучение ведется на английском языке

5

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

3-й курс, 1, 2 модуль

Преподаватели

Захарова Александра Алексеевна

Зеленская Елена Михайловна

Корман Анастасия Михайловна

Course Syllabus

Abstract

The course ‘Marketing’ gives a broad overview of marketing theory and practice, covering a wide range of topics within traditional and digital marketing, as well as international marketing. This course intends to provide the students with hands-on skills and competencies in marketing through the active use of real-life case studies in classroom and a marketing plan project, that are vital parts of the course content.

Learning Objectives

• to provide and discuss the basic concepts, approaches, and current trends in traditional and digital marketing
• to develop students’ abilities in marketing strategic thinking and understanding the company’s competitive position in the rapidly changing environment
• to develop students’ abilities to solve managerial problems in the field of marketing
• to foster the skills in marketing planning

Expected Learning Outcomes

• students are expected to know and apply key definitions, concepts and theoretical approaches of marketing theory
• students are expected to be able to develop a marketing plan and ultimately judge the success of the marketing strategy and its implementation
• students are expected to be able to solve managerial problems in the field of marketing through case studies

Course Contents

• Introduction to marketing
  A brief history of marketing. Marketing management orientations. Marketing evolution from marketing 1.0 to marketing 4.0.
• Marketing strategy formation process
  Analysis – Decisions – Outcomes. Definitions of a marketing plan. SOSTAC model. Internal and external analysis. SWOT, PEST, 5 forces and other instruments. STP process: Segmenting – Targeting – Positioning. Types of segmentation: geographic, socio-demographic, psychographic, etc. Targeting, types of targeting strategies (undifferentiated, concentrated, multi-segment). Positioning, positioning matrix, positioning mapping.
• Branding
  What is and what is not a brand? Brand equity, brand identity, brand image. Brand name, tagline and logo. Developing brand positioning, brand diamond, brand DNA. Brand architecture and brand portfolio. Best global brands – Interbrand and BrandZ rankings.
• Marketing mix
  Different approaches – 4Ps, 7Ps, 8Ps, 4Cs, etc. Product management, product levels. Pricing strategies: cost-based, demand-based, competition-based pricing. Penetration, skimming pricing, psychological pricing, price discrimination. Distribution channels, types of distribution (intensive, selective, exclusive). Communications, 6 Ms communications model, communications strategies (pull, push, profile), communication tools. Integrated marketing communications. Marketing communications in the B2B context
• Digital marketing
  Key tools of digital marketing. Digital models – online revenue models and attribution models. Digital consumer. Similar Web, Pepper.ninja, Popsters and other digital instruments.
• Digital marketing planning
• The Challenge of International Marketing
  Globalization phenomenon. Globalization of markets and globalization of production. Complexity of global business environment: political systems, economic systems, global institutions, legal systems, corruption, intellectual property rights. Definitions and key trends in international marketing.
• Global Integration Marketing Strategies: from standardized to local marketing strategy
  Pressures for cost reductions and pressures for local responsiveness. Strategy evolution. The Role of Culture in International Marketing. Determinants of culture. Cultural literacy in marketing.
• International Market Entry: Strategies and Modes
  Advantages and disadvantages of different market entry options. International Marketing Mix Decisions
• Marketing Planning

Assessment Elements

• Classroom activities
  Individual and group assignments, case studies, problem-solving exercises, course project intermediate presentations
• Short quizzes
  At the seminars the students are expected to take 3 short quizzes. The quizzes cover questions discussed previously at the lectures and seminars. Each quiz consists of 10 questions. The questions may be open or multiple-choice.
• Course project (marketing plan)
  Group work on a marketing plan document and its subsequent oral presentation.
• Examination
  Written test (40 open or multiple-choice questions)

Interim Assessment

• Interim assessment (2 module)
  0.21 * Classroom activities + 0.24 * Course project (marketing plan) + 0.4 * Examination + 0.15 * Short quizzes

Bibliography

Recommended Core Bibliography

• Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
• Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981
• Dimitriadis, N., Dimitriadis, N. J., & Ney, J. (2018). Advanced Marketing Management : Principles, Skills and Tools (Vol. 1 Edition). New York, NY: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1922106

Recommended Additional Bibliography

• Jan-Benedict Steenkamp. (2017). Global Brand Strategy : World-wise Marketing in the Age of Branding. Palgrave Macmillan.
• Jovana Golo. (2015). Book review: Hill, C. W. L. (2014). International Business: Competing in the Global Marketplace. https://doi.org/10.5937/ekonhor1501073G
• Mangram, M. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing, 20(4), 289–312. https://doi.org/10.1080/0965254X.2012.657224
• Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.