Магистратура
2026/2027
Маркетинг
ID 1181107
Статус:
Курс по выбору (Финансы)
Кто читает:
Департамент маркетинга и предпринимательства
Где читается:
Факультет менеджмента (Нижний Новгород)
Когда читается:
2-й курс, 1, 2 модуль
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
6
Контактные часы:
56
Course Syllabus
Abstract
Students will learn basic concepts of marketing. During the course sduddents will understand how to conduct market research, develop a marketing plan, segment the market and select target audiences, properly promote a product, including on the Internet. The course "Marketing" includes the implementation of practical tasks, for example, the development of a product concept and a marketing plan.
Learning Objectives
- The goal of mastering the discipline is to familiarize students with the modern theory of marketing. The purpose of mastering the discipline of Marketing is to give students basic knowledge in the field of theory and practice of marketing, as a modern concept of managing a firm and conducting marketing research. The study of the course should contribute to the formation of the marketing thinking necessary for successful work in modern business.
Expected Learning Outcomes
- Applies the principles of integrated marketing communications
- Understands basic concepts and principles of modern marketing; unnderstands the content of the marketing process aimed at providing value to customers; uses methodical approaches to solving marketing problems; applies principles of organization of marketing activities in the company; uses obtained theoretical knowledge to analyze problems, threats and opportunities and provides marketing recommendations when solving business situations
- Uses the key methods of strategic analysis of the external environment and positioning of the firm, applies the tools in practice; understands the influence of factors of macro environment on the organisations of various kinds of economic activity
- Applies the Model of consumer behavior when promoting offerings; considers characteristics affecting consumer behavior; categorizes types of buying decision behavior; analyzes the buyer decision process for regular and new products
- Analyzes basic marketing strategies; practices the process of analyzing the marketing situation and opportunitis, formulates market strategy; applies criteria of segmenting and targeting markets and positioning offerings and develops and implements a marketing plan
- Applies qualitative and quantitative methods of marketing research to analyze markets and consumer behaviour
- Understands the importance of branding and applies principles of brand development and consistency
- Select appropriate brand architecture strategies and justify their choices based on market context
- Recognize brand identity systems, including brand purpose, values, personality, positioning, and verbal expression
- Applies structured naming methodologies (morphological analysis, metaphorical mapping, associative techniques)
- Evaluates naming options across linguistic and cultural dimensions
- Analyses the impact of culture on consumer behaviour and marketing strategy
- Applies major cultural frameworks (Hofstede's dimensions, Trompenaars' model, Hall's high-/low-context theory) to interpret cross-cultural differences in consumer preferences, decision-making, and response to marketing communications
- Interprets research studies (surveys, focus groups, ethnographic methods) that account for cultural response biases, equivalence issues, and local context, and translate findings into actionable marketing recommendations
Course Contents
- Defining Marketing and the Marketing Process
- Marketing environment. Understanding the Macroenvironment and Microenvironment
- Business and Marketing Strategy of the company. Market segmentation, targeting and positioning
- Consumer Behaviour. Understanding your Customer
- Market Research
- Marketing Communication
- Branding
- Naming
- International (Cross-Cultural Marketing)
Assessment Elements
- Special homework assignment 1
- Special Homework assignment 2Research Assignment: Consumer Perceptions of Brands in Russia Under Sanctions Type of work: Group research project
- Seminars activityHomework, classes presentations, answering theory
Interim Assessment
- 2026/2027 2nd module0.3 * Seminars activity + 0.3 * Special homework assignment 1 + 0.4 * Special Homework assignment 2
Bibliography
Recommended Core Bibliography
- Bruhn, Manfred. Principles of Marketing: A Comprehensive Introduction for Students and Practitioners. Springer, 2025.
- Kumar, Pawan, et al. The Dark Side of Marketing. Technology, Consumer Autonomy and Recuperative Marketing. Springer Books (2025)
- Martin Eisend, Alfred Kuss. Research Methodology in Marketing. Theory Development, Empirical Approaches and Philosophy of Science Considerations. Springer Cham, 2019. https://link.springer.com/book/10.1007/978-3-030-10794-9
- Mogaji, Emmanuel. Strategic Marketing Management: Principles and Practice. Springer Nature, 2025
Recommended Additional Bibliography
- Kotler, P. A Lifetime in Marketing: Lessons Learned and the Way Ahead, Journal of Marketing .2024.
- Market-Driven Management : Strategic and Operational Marketing, 3rd ed., 590 p., Lambin, J.-J., Schuiling, I., 2012
- Tomczak, Torsten, Reinecke, Sven, Gollnhofer, Johanna. Strategic Marketing: Market-Oriented Corporate and Business Unit Planning. Springer Gabler Wiesbaden, 2026
- Павлюк, Л. В. The World of PR & Advertising : учебное пособие / Л. В. Павлюк, Е. С. Павлюк, ; под ред. Е. С. Павлюк. — Москва : Русайнс, 2025. — 274 с. — ISBN 978-5-466-09160-1. — URL: https://book.ru/book/958941 (дата обращения: 01.07.2026). — Текст : электронный.