2025/2026

Инновации в маркетинговых коммуникациях: BTL и ритейл-медиа

Статус: Маго-лего

Кто читает: Департамент маркетинга

Охват аудитории: для своего кампуса

Преподаватели: Лебедев Александр Валерьевич

Язык: русский

Контактные часы: 24

Программа дисциплины

Аннотация

This course provides a foundation for practical use of various marketing-communication instruments, beyond the scope of traditional (ATL) advertising. The course will prepare students for the synergistic use of different tools and methods of sales promotion, trade marketing, sensory marketing, direct marketing and CRM. The core of the course examines the below-the-line (BTL) marketing technologies, taking into consideration the result&efficiency - oriented approach. The plan of the course is to cover the main contemporary and innovation data-driven instruments of BTL-marketing and highlight the connection of their utilization and the marketing strategy and goals. The actuality of the course arrives from the necessity to seek for uncommon marketing tactics to attract and retain clients, because the old methods don’t work efficiently anymore. Based on the teamwork and case-studies, the course provides a blend of applied competences and is designed to be utilized by students, focused on the marketing communications field and/or interested in promotion of their own business.