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Учебный год
Обучение ведется на английском языке
Курс обязательный
Когда читается:
2-й курс, 3, 4 модуль


Зеленская Елена Михайловна

Course Syllabus


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

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

Expected Learning Outcomes

  • 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
  • students are expected to know and apply key definitions, concepts and theoretical approaches of marketing theory
Course Contents

Course Contents

  • Introduction to marketing
  • Marketing strategy formation process
  • Branding
  • Marketing mix
  • Digital marketing
  • Marketing research
  • Global Integration Marketing Strategies: from standardized to local marketing strategy
  • International Market Entry: Strategies and Modes
  • Marketing Planning
Assessment Elements

Assessment Elements

  • non-blocking Classroom activities
    Individual and group assignments, case studies, problem-solving exercises, course project intermediate presentations
  • non-blocking 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.
  • non-blocking Course project (marketing plan)
    The students develop a group project for a particular real-life company or brand. The students split into groups of 4-6 students and develop an integrated marketing plan with accordance to the SOSTAC model. In the end, the groups submit a written report of the marketing plan and give an oral presentation. At the same time, the students are required to prepare a review of the report created by a team of peers.
  • non-blocking Examination
    Written test (40 questions that focus on the material discussed in class). To prevent cheating, the instructors may impose special technical requirements to the procedure such as students' self-videorecording, etc.
  • non-blocking Reading test
    The test is based on home reading. Prior to the seminar, the instructor sends out a list of scientific sources that the students should carefully read at home and get prepared for the class. The test is based on the content of scientific sources.
Interim Assessment

Interim Assessment

  • 2021/2022 4th module
    0.35 * Examination + 0.2 * Course project (marketing plan) + 0.2 * Classroom activities + 0.15 * Short quizzes + 0.1 * Reading test


Recommended Core Bibliography

  • Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
  • Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920
  • 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.