Бакалавриат 2025/2026

Маркетинг

Лучший по критерию «Полезность курса для Вашей будущей карьеры»

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Статус: Курс обязательный (Международная программа по бизнесу и экономике)

Кто читает: Департамент менеджмента

Где читается: Факультет социально-экономических и компьютерных наук

Когда читается: 2-й курс, 3 модуль

Охват аудитории: для своего кампуса

Преподаватели: Сажина Александра Ильдаровна, Степаненко Влада Андреевна

Язык: английский

Кредиты: 5

Контактные часы: 56

Course Syllabus

Abstract

The discipline involves the study of the basic fundamentals of modern B2C and B2B marketing. The course covers the basic principles and values of marketing, key marketing strategies, methods of conducting marketing research and evaluating the effectiveness of the developed solutions.

Learning Objectives

• By the end of the course, the student should be prepared to describe commonly used marketing concepts and explain key terms of the discipline, apply various research methods in marketing, use basic tools of goods and services marketing, pricing, distribution and promotion, analyse a company's marketing problems and propose coherent solutions to these problems, evaluate the effectiveness of a company's marketing activities, design and explain the processes involved in preparing marketing strategies and plans.

Expected Learning Outcomes

• The student evaluates the effectiveness of the marketing activities
• The student develops marketing plans
• The student segments the audience of a product or service, identifies the target segment and develops the positioning strategy for the company
• The student develops a consumer portrait and describes the target audience
• The student analyses the market using quantitative and qualitative methods of marketing research
• The student identifies the marketing objectives in the short and long term

Course Contents

• Core principles and values of marketing
• Basics of consumer behaviour
• Customer value as the basis for customer relationships
• Market research and analysis as a basis for marketing decision making
• Marketing strategy and STP strategy
• Positioning as the key stage of marketing strategy
• Marketing planning
• Operational marketing
• Promotion strategy and marketing communications
• Branding
• The future of marketing

Assessment Elements

• Defence of the business case
• Exam
  The exam consists of open- and closed-ended test questions and situational tasks
• Work at seminars
  Each seminar group works is worth a certain number of points, which are added together. The student with the highest number of points receives 10 points for that element, and the remaining points are distributed as a percentage of the maximum number of points. The points are rounded to the nearest whole number.
• Seminar tests
  Students take the tests in person in the classroom. If a student is not present in the classroom when the test is taken, the student receives 0 points for that test.

Interim Assessment

• 2025/2026 3rd module
  0.4 * Exam + 0.1 * Work at seminars + 0.3 * Defence of the business case + 0.2 * Seminar tests

Bibliography

Recommended Core Bibliography

• Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421
• Маркетинговые исследования. Теория и практика : учебник, Галицкий Е.Б., Галицкая Е.Г., 2014

Recommended Additional Bibliography

• Business model generation : a handbook for visionaries, game changers, and challengers, Osterwalder, A., 2010

Authors

• Stepanenko Vlada Andreevna
• Sazhina Aleksandra Ildarovna