Delivered at:: Department of Management

Course type:: Compulsory course

When:: 2 year, 1, 2 module

Instructors

Grigoreva, Maria

Zakharova, Aleksandra

Лебедев Александр Владимирович

Polosukhina, Alexandra

Solovyova, Yulia

Full 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

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

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

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

Written examination
Seminar activity
Practical tasks
Intermediate test

Interim Assessment

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

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

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

Contacts:

Marketing