Магистратура
2026/2027
Маркетинг
ID 1232411
Статус:
Курс обязательный (Управление развитием компании)
Кто читает:
Департамент маркетинга и предпринимательства
Где читается:
Факультет менеджмента (Нижний Новгород)
Когда читается:
1-й курс, 3 модуль
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Контактные часы:
40
Course Syllabus
Abstract
Students will learn basic concepts of marketing. During the course students will understand how to conduct market research, develop a marketing plan, segment the market and select target audiences, properly promote a product and build a brand. This course offers a comprehensive approach to learning that combines theoretical knowledge with practical tasks. Students are given the opportunity to not only master the theoretical foundations of marketing, but also apply them in real-world situations.
Learning Objectives
- The goal of mastering the discipline “Marketing ” is to familiarize students with the modern theory of marketing.
Expected Learning Outcomes
- Analyze basic marketing strategies
- Practice the process of analyzing marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan
- Understand basic concepts and principles of modern marketing
- Apply qualitative and quantitative methods of marketing research to analyse markets and consumer behaviour
- Apply the principles of integrated marketing communications
- Apply the key methods of strategic analysis of the external environment and positioning of the firm, and be able to apply the tools in practice
- Understand of influence of factors of macro environment on the organisations of various kinds of economic activity
Course Contents
- Defining Marketing and the Marketing Process
- Marketing environment. Understanding the Macroenvironment and Microenvironment
- Consumer Behaviour. Understanding your Customer
- Business and Marketing Strategy of the company. Market segmentation, targeting and positioning
- Marketing Communication
Assessment Elements
- Seminars activityClasses presentations, answering theory
- Special assignment 1
- Special assignment 2
Interim Assessment
- 2026/2027 3rd module0.35 * Special assignment 1 + 0.3 * Seminars activity + 0.35 * Special 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.