Practical Marketing Tools

2023/2024

Учебный год

ENG

Обучение ведется на английском языке

6

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

2-й курс, 1, 2 модуль

Преподаватель

Красюк Татьяна Николаевна

Course Syllabus

Abstract

Along with the expansion of the business, Marketing has become the preferred choice of companies. Growing challenges, opportunities and competition have made businesses take new steps towards marketing. This, in turn, has increased the demand for Marketers. This course on Practical Marketing Tools helps current and potential marketers gain holistic knowledge about Marketing trends and tools. It covers the core concepts in New Business Acquisition, Brainstorming, Marketing Planning, Data Collection for Marketing Research, Marketing Analysis, and Marketing Promotion. You will also learn how to analyze data, create an effective marketing strategy and build an operational roadmap to help businesses grow. Teaching methods include lectures, individual and group projects, case studies, and class assignments. The aim of the course is to provide knowledge and expertise about types of marketing tools, ways to effectively promote products and services.

Learning Objectives

• Formation of an notion of the various tools used to achieve success in marketing

Expected Learning Outcomes

• Can apply design thinking in product management context
• Creates models of various options for the development of the marketing situation
• Evaluates the marketing prospect of using the market situation in the business process
• Understand areas of application of design thinking
• Able to dentify factors affecting changes in requests and preferences and consumer behavior in the market as a whole
• Able to use consumer algorithm for searching, perceiving and remembering information about a product or brand
• to know, understand and be able to apply the rules of effective brainstorming

Course Contents

• New Business Acquisition
• Effective Brainstorming in Marketing
• Marketing Plan Template
• Marketing research methods. Qualitative research methods. Customer Journey Map.
• Quantitative assessment methods. Consumer behavior in the Internet Marketing.
• Quantitative research methods. RFM analysis. Segmentation. The targeted strategy development.
• Model of the consumer's decision-making process. Application.

Assessment Elements

• Survey at workshops
• The Exam
  30 questions. During the entire course the 10-point grade scale is used. Grading method: Highest grade. Model questions is attached. FinalTesting.pdf

Interim Assessment

• 2023/2024 2nd module
  0.4 * Survey at workshops + 0.6 * The Exam

Bibliography

Recommended Core Bibliography

• Andrea Mechelli, & Sandra Vieira. (2019). Machine Learning : Methods and Applications to Brain Disorders. [N.p.]: Academic Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2118707
• Cialdini, R. B. (2009). Influence : The Psychology of Persuasion. New York: HarperCollins. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=279852
• Desseilles, M., & Phillips, C. (2017). How cognition affects perception: Brain activity modelling to unravel top-down dynamics. Behavioral and Brain Sciences, 39. https://doi.org/10.1017/S0140525X15002757
• Marketing communications, Egan, J., 2020
• On competition, Porter, M. E., 2008
• The competitive advantage of nations : with a new introduction, Porter M.E., 1998
• The Competitive Advantage of Nations, 855 p., Porter, M. E., 1990
• Żurawicki, L. (2010). Neuromarketing : Exploring the Brain of the Consumer. Berlin: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=373948

Recommended Additional Bibliography

• Andrew Smith. (2020). Consumer Behaviour and Analytics : Data Driven Decision Making. Routledge.
• Digital analytics for marketing, Sponder, M., 2018
• Emerald Group Publishing Limited. (2015). A Focus on Consumer Behaviours and Experiences in an Online Shopping Environment. Emerald Group Publishing Limited.
• GUSHTEROV, N. (2018). Modelling Consumer Behaviour on the Energy Market. Economics 21 / Ikonomika 21, (2), 25–43. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=130846852
• Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241
• Solomon, M. R. (2016). Consumer Behaviour : A European Perspective. [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419690