Delivered at:: Department of Management

Course type:: Compulsory course

When:: 2 year, 3, 4 module

Instructors

Grigoreva, Maria

Гурова Екатерина Александровна

Shataeva, Olga

Full Syllabus Ask Question

Abstract

This course is designed to provide management students with the fundamentals of modern marketing theory and practice. Students gain theoretical knowledge in marketing management, including the history of marketing thought, key marketing concepts, elements of the marketing mix and marketing environment, modern approaches to understanding consumer behavior, strategic marketing, and decision-making processes in marketing, as well as the fundamentals of marketing research and marketing information analysis. The applied topics covered in this course are aimed at developing systemic marketing thinking, acquiring skills in applying the most modern approaches and tools in marketing management, and developing the core competencies necessary for immersing themselves in the marketing profession.

Learning Objectives

Upon completion of this course, students gain theoretical knowledge in the field of marketing, an understanding of modern marketing concepts and approaches to marketing management, and practical knowledge and skills in strategic and tactical marketing in the context of modern companies.

Expected Learning Outcomes

• Develop a general understanding of marketing and its practical importance in managing a modern company.
Acquire a basic understanding of marketing theory and the history of its development and formation.
Study the key elements of the marketing environment and marketing mix, and be able to use basic marketing terminology.
Understand the characteristics of consumer behavior and understand modern approaches to studying it.
Acquire theoretical knowledge in marketing research, as well as practical experience in applying research methods and tools in marketing.
Knowledge of the fundamentals of strategic marketing, as well as methods and tools for data-driven decision-making.
Understand the current state of marketing development, as well as the key factors determining trends and directions for future development.

Course Contents

Introduction to Marketing
Marketing Mix
Marketing Environment
Consumer Behavior
Strategic Marketing
Marketing Research
Digital Marketing
Marketing of the Future

Assessment Elements

Seminars activity
Student participation in the preparation and defense of group assignments and the completion of individual assignments in seminars (tests, quizzes, etc.). The number of assignments during the course is not limited.
Practical tasks
Student participation in the preparation and defense of individual assignments or group projects. The number of projects per course is unlimited, but the planned number is four practical assignments per course.
Final test
The final test includes 40 main questions (5 questions per section) and 5 additional questions.

Interim Assessment

2025/2026 4th module
0.5 * Final test + 0.15 * Practical tasks + 0.15 * Practical tasks + 0.1 * Seminars activity + 0.1 * Seminars activity

Bibliography

Recommended Core Bibliography

Kim, W. Chan, Mauborgne, R. Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business Press. 2005
Nir Eyal, & Ryan Hoover. (2014). Hooked : How to Build Habit-Forming Products. Portfolio.

Recommended Additional Bibliography

Kotler, P. (2016). Marketing Management. [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419695
Kotler, P., & Keller, K. L. (2016). Marketing Management, Global Edition (Vol. Fifteenth edition, Global edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419603

Authors

Kaplun Mariia Nikitichna

Bachelor’s Programme 'International Programme in Business and Economics'

Contacts:

Marketing