Marketing

2023/2024

Academic Year

ENG

Instruction in English

4

ECTS credits

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

Course 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

Authors

• Kezhun Liudmila Anatolevna
• Budko Viktoriia Aleksandrovna