Маркетинг

Бакалавриат 2026/2027

ID 1193265

Статус: Курс обязательный (Управление цифровым продуктом)

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 3-й курс, 3 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Бутковская Вера Петровна

Язык: английский

Кредиты: 3

Контактные часы: 36

Full Syllabus Ask Question

Abstract

Marketing is one of the primary subjects of business management. It is essential for graduates to have a global view of the way that the marketing sections of companies work. The Marketing Management course aims to provide students with a holistic view of the value creation and delivery processes that integrate the company's interaction with the customer and other stakeholders.

Learning Objectives

- Understand and know how to evaluate the main marketing concepts and tools. - Understand the importance of marketing in businesses and in society. - Make internal and external analyses of the company and make diagnostic decisions about the commercial situation. - Know the different competitive marketing strategies. - Know how to connect the different marketing decisions with other functional decisions.

Expected Learning Outcomes

Define what is marketing and its role in the company's strategy.
Analyse the market and environmental characteristics affecting marketing strategy.
Interpret factors affecting customer behavior and understand the decision-making process.
Implement the concepts of segmentation, targeting, and positioning as a marketing strategy.
Formulate the decisions related to the main marketing mix tactics (Product, Price, Promotion, Place).
Utilize main marketing research methods and techniques
Define the main marketing objectives and strategic directions of the company.
Develop the stages of the marketing plan.

Course Contents

Introduction - What is marketing?
Market Analysis
Marketing Strategy
Marketing Mix Tactics
Marketing Planning

Assessment Elements

Final Exam
The Final Exam will be conducted online with proctoring. It is strictly forbidden to use AI tools or any external devices during the exam, or to look away from the computer screen (except when typing on the keyboard). Video recordings will be manually reviewed before the final grades are published. In case of any doubts regarding academic integrity (for example, if a student repeatedly looks away from the screen or behaves suspiciously), the student may be assigned to a retake exam. The online test does not allow returning to previously answered questions.
Case studies
Project
Attendance
It is applied to lectures and seminars.

Interim Assessment

2026/2027 3rd module
0.6 * Final Exam + 0.1 * Project + 0.2 * Case studies + 0.1 * Attendance

Bibliography

Recommended Core Bibliography

Marketing 6.0 : the future is immersive, Kotler, P., 2024

Recommended Additional Bibliography

Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management, Global Edition (Vol. Sixth edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419605
Маркетинг 5.0 : технологии следующего поколения, Котлер, Ф., 2023
Маркетинг 6.0 : будущее за иммерсивностью, слиянием цифрового и физического миров, Котлер, Ф., 2025

Authors

Butkovskaia Vera Petrovna

Course Syllabus