Бакалавриат
2026/2027
Маркетинговые исследования
Статус:
Курс по выбору (Социология и социальная информатика)
Кто читает:
Департамент социологии
Где читается:
Санкт-Петербургская школа социальных наук
Когда читается:
4-й курс, 1, 2 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Шекова Екатерина Леонидовна
Язык:
английский
Кредиты:
5
Контактные часы:
48
Course Syllabus
Abstract
This course covers the theoretical aspects of marketing research and how it could be applied in practice. The special attention is paid for practical issues of evaluating the companies’ marketing performances. During the course students will learn how to analyze the marketing environment and use the marketing tools for decision making.
Learning Objectives
- • to introduce students the key concepts of marketing and current trends in marketing research • to provide an understanding of the role of marketing research in strategic management • to explore best and worst practices of companies’ marketing activities • to develop skills in marketing environment analysis and marketing planning • to build skills in application of marketing instruments for decision making
Expected Learning Outcomes
- Understand the key concepts of marketing
- Able to perform the marketing environment analysis
- Able to use the instruments of marketing for decision making
Course Contents
- 1. Introduction to marketing
- 2. Marketing environment
- 3. Marketing research
- 4. Marketing strategies
- 5. Segmentation, targeting, and positioning (STP)
- 6. Marketing mix
- 7. Marketing performance
Assessment Elements
- Seminar activity
- ProjectThe project can be done individually or in a group of up to 5 students. Example of a project: Choose a company or an institution. Develop a marketing strategy for the chosen company or institution based on the marketing environment analysis, goal setting, STP, marketing mix, and marketing performance indicators. To report your findings prepare a power point presentation consisting of up to 10 slides. Project defense involves an oral defense procedure during a class (10 min for presentation and 5 min for questions) and is graded on a 10-point scale.
- ExamThe exam in written form consists of 20 questions, including open and close-ended questions that are based on lectures and seminars materials.
Bibliography
Recommended Core Bibliography
- Essential guide to marketing planning, Wood, M. B., 2010
Recommended Additional Bibliography
- Marketing communications : engagements, strategies and practice, Fill, Ch., 2005
- Marketing research: an international approach, Schmidt, M., 2006
- Services marketing : people, technology, strategy, Wirtz, J., 2016