Основы маркетинга

2026/2027

Статус: Майнор

Кто читает: Департамент иностранных языков

Где читается: Санкт-Петербургская школа гуманитарных наук и искусств

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Камнева Лариса Эдуардовна, Стальская Софья Станиславовна

Язык: английский

Кредиты: 5

Контактные часы: 64

Full Syllabus Ask Question

Abstract

The course pprovides a comprehensive introduction to the foundational concepts and practices of marketing within the modern business environment. The course explores the critical role of marketing in organizational success, emphasizing the creation of customer value and the fulfillment of consumer needs. Students will examine core frameworks, including market segmentation, positioning, marketing research, and the marketing mix (product, price, promotion, and distribution). Furthermore, the curriculum develops practical analytical skills, enabling students to evaluate market trends and competitive landscapes.

Learning Objectives

to introduce students to the core principles and methods of marketing.
to develop their understanding of how to implement marketing activities in the modern business environment.

Expected Learning Outcomes

Define and analyze the role of marketing within an organization, identify how marketing addresses customer needs and desires, and develop strategies to create value for consumers.
Master fundamental marketing concepts, including segmenting markets, positioning offerings, developing the marketing mix (product, price, promotion, and distribution), and conducting marketing research.
Develop skills in analyzing the market and competitive landscape, identifying the factors that influence market conditions, and formulating effective responses to change.
Understand how to apply marketing strategies and tactics to achieve a competitive advantage and satisfy the needs of the target audience.

Course Contents

Evolution of Marketing. Understanding of Marketing essentials
Marketing environment: market participants' behaviour. Megatrends
STP-marketing. Marketing-mix. Consumer-centered strategy
Marketing research & Analytics: from metrics to discoveries
Consumer behaviour and Neuromarketing
Digital transforming marketing
Branding and Social Media Marketing
Content Marketing

Assessment Elements

Class participation
The students will receive points for participating in class and for completing homework. These tasks may vary, as well as assessment. You will receive specific task instructions and assessment criteria for each task.
Case Analysis
Students are required to prepare and deliver a presentation on a specific topic related to the course material. The presentation should include a detailed analysis of a real-world case study. Assessment will be based on clarity, depth of analysis, and effectiveness of delivery. Sample Task: Prepare a 10-minute presentation analyzing a recent business case of your choice. Use visual aids to support your analysis and submit a one-page summary of your findings to LMS.
Tests/quizzes
The students will receive points for participating in class and for completing tests and quizzes on LMS.
Final project (exam)
Students will engage in creating a marketing strategy for a start-up.

Interim Assessment

2026/2027 2nd module
0.3 * Class participation + 0.3 * Final project (exam) + 0.15 * Tests/quizzes + 0.25 * Case Analysis

Bibliography

Recommended Core Bibliography

Sandra M. Martinez. (2019). Mobile and Social Media Journalism : The Democratization of Information and Knowledge. [N.p.]: Society Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2014096

Recommended Additional Bibliography

Evaluation and decision-making in social media marketing. (2016). https://doi.org/10.1108/MD-10-2015-0450

Authors

KARIMOVA EZOZA NEMAT-KIZI
Stalskaia Sofia Stanislavovna

Course Syllabus