Маркетинговая стратегия в digital среде

Бакалавриат 2026/2027

ID 1207042

Статус: Курс обязательный (Цифровой маркетинг)

Кто читает: Департамент маркетинга и предпринимательства

Где читается: Факультет менеджмента (Нижний Новгород)

Когда читается: 4-й курс, 2 модуль

Охват аудитории: для своего кампуса

Преподаватели: Тихомолова Ася Александровна

Язык: английский

Кредиты: 3

Контактные часы: 40

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Abstract

The course is aimed at developing practical skills in developing marketing strategies, taking into account modern digital technologies and platforms. Students will learn to prepare comprehensive strategies that include key digital marketing channels, including contextual, targeted, media advertising, content marketing, etc. The course also includes a block dedicated to creating effective presentations, which covers the principles of material structuring and storytelling, allowing students to effectively present their ideas and convey them to the target audience. Students will work on real-life cases and projects, allowing them to put their knowledge into practice and develop their creative and analytical skills. By the end of the course, students will be able to develop and implement strategic digital marketing solutions and effectively present their results using modern storytelling techniques.

Learning Objectives

Development of the ability to create comprehensive strategies for the international market

Expected Learning Outcomes

Сreates a marketing strategy taking into account the cultural and economic characteristics of the market
Describes the stages of marketing research

Course Contents

Introduction to digital strategy
Cross-cultural communication frameworks
Map of platform and payment ecosystems by region
Marketing Intelligence (Research) Pyramid
Market Selection and Entry Models for Digital-First Brands
Global STP (Strategy, Targeting, Positioning) in an Algorithmic World
Localization strategy
Media Mix and Budget Allocation
Measuring in a Cookie-Free World and Preventive Auditing
AI-native global strategy

Assessment Elements

Capstone Project
Attendance and activity
Homeworks

Interim Assessment

2026/2027 2nd module
0.35 * Homeworks + 0.4 * Capstone Project + 0.25 * Attendance and activity

Bibliography

Recommended Core Bibliography

9781119668541 - Hermawan Kartajaya-Iwan Setiawan-Philip Kotler - Marketing 5.0 : Technology for Humanity - 2021 - Wiley - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2736752 - nlebk - 2736752
Bones, C., Hammersley, J., & Shaw, N. (2019). Optimizing Digital Strategy : How to Make Informed, Tactical Decisions That Deliver Growth (Vol. 1 edition). New York, NY: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1945329
Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.

Recommended Additional Bibliography

Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network Services: A Comparison between American and European Organizations. Journal of Open Innovation, 7(1), 1–16. https://doi.org/10.3390/joitmc7010065

Authors

Belokhlebova Natalia Aleksandrovna
PRIVALOVA ALEXANDRA YUREVNA

Course Syllabus