Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 2-й курс, 3, 4 модуль

Преподаватели

Захарова Александра Алексеевна

Зеленская Елена Михайловна

Full 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 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

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

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)
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.
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.
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

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

Bibliography

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.

Бакалаврская программа «Международный бизнес и менеджмент»

Контакты

Marketing