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Бакалавриат 2019/2020

Маркетинг

Статус: Курс обязательный (Менеджмент)
Направление: 38.03.02. Менеджмент
Когда читается: 3-й курс, 1, 2 модуль
Формат изучения: Blended
Язык: английский
Кредиты: 4

Course Syllabus

Abstract

The discipline provides knowledge in key aspects of marketing, teaches to designing a customer-driven strategy and build marketing communication. The course includes topics on defining the marketing process, creating business and marketing strategy, the study of marketing environment, consumer and business buying behavior, as well studying the market segmentation, services and branding strategy, international marketing.
Learning Objectives

Learning Objectives

  • The goal of mastering the discipline “Marketing” 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. The study of the course should contribute to the formation of the marketing thinking necessary for successful work in modern business.
Expected Learning Outcomes

Expected Learning Outcomes

  • Understand marketing consepts
  • Understand marketing management consepts
  • Knows the marketing process of the company
  • Can explain value that the product create for customer
  • Understand how company can create strong customer relashionships
  • Understand possibilities how companies capture value from customers
  • Knows the basic concepts on the topic
  • Understand steps of strategic marketing planing in the company
  • Can develop company mission
  • Understand the strategic sens of portfolio-analysis, can create BCG - matrix and make conclusions about company strategic position
  • Can conduct SWOT - analysis
  • Understand the grows strategies and can conclude which grows strategy company use
  • Understands and can identify microenvironment factors of the company
  • Understands and can identify the factors of the macro environment of the company
  • Understands the role of marketing research in the organization activity
  • Understands the difference between qualitative and quantitative market research
  • Knows the methods of market research, pros and cons of each method
  • Understands the factors that influence the process of buying behavior; able to assess the role of each factor in the marketing activities of the enterprise
  • Knows the stages of the process of buying behavior
  • Understand the buyer decision process for new products
  • Knows and can use market segmentation bases
  • Understands the strategy of choosing a target market
  • Knows the basis for differentiation
  • Differentiates the company's offer in the market
  • Understands the meaning of positioning
  • Knows and uses positioning strategies
  • Сan justify decisions related to product development
  • Сan justify decisions related to the development of a brand
  • Understand the pricing approaches, highlights the difference between them
  • Understands and can use pricing strategies for a new product
  • Understands and can use pricing strategies for a product is already on the market
  • Understand and can use product mix pricing strategies
  • Understand and can use price-adjustment strategies
  • Understand channel design decisions
  • Understand the promotion mix and the idea of integrated marketing communications
  • Understand steps in developing effective marketing communication
  • Able to develope communication message
  • Understand the difference between target market and target audience
  • Understand push and pull promotion strategies
  • Able to conduct competiror analysis
  • Knows competitive strategies
  • Understands the components of the global marketing environment
  • Can justify decisions on which markets to enter and how
  • To know the basic terminology of the topic: marketing research, marketing information system and its components, customer insight, simptom, marketing management problem, research problem, research objectives, exploratory research, descriptive research, causal research, research design, sample
  • To know the main parts of the research process
  • To distinguish among MIS and marketing research
  • To be able to asses research behavior from ethical issues
  • To be able to asses the necessity in marketing research for the company
Course Contents

Course Contents

  • Defining Marketing and the Marketing Process
    What Is Marketing? Understanding the Marketplace and Customer Needs. Designing a Customer-Driven Marketing Strategy. Preparing an Integrated Marketing Plan and Program. Building Customer Relationships. Capturing Value from Customers.
  • International marketing
    Global Marketing Today. Looking at the Global Marketing Environment. Deciding Whether to Go Global. Deciding Which Markets to Enter. Deciding How to Enter the Market. Deciding on the Global Marketing Program. Deciding on the Global Marketing Organization.
  • Creating competitive advantage
    Competitor Analysis. Competitive Strategies. Balancing Customer and Competitor Orientations
  • Marketing communication
    The Promotion Mix. Integrated Marketing Communications. A View of the Communication Process. Steps in Developing Effective Marketing Communication. Setting the Total Promotion Budget and Mix. Socially Responsible Marketing Communication. Advertising. Setting Advertising Objectives. Setting the Advertising Budget. Developing Advertising Strategy. Evaluating Advertising Effectiveness and the Return on Advertising Investment. Other Advertising Considerations. Public Relations. The Role and Impact of Public Relations. Major Public Relations Tools. Personal Selling. Managing the Sales Force. The Personal Selling Process. Sales Promotion
  • Distribution management
    Supply Chains and the Value Delivery Network. The Nature and Importance of Marketing Channels. Channel Behavior and Organization. Channel Design Decisions. Channel Management Decisions. Marketing Logistics and Supply Chain Management.
  • Pricing
    What Is a Price? Major Pricing Strategies. Other Internal and External Considerations Affecting Price Decisions. New-Product Pricing Strategies. Product Mix Pricing Strategies. Price-Adjustment Strategies. Price Changes. Public Policy and Marketing.
  • Business and marketing strategy
    Company-wide strategic planning. Business portfolios and developing growth strategies. Customer-driven marketing strategy. List the marketing management functions, including the elements of a marketing plan, and measuring and managing return on marketing investment.
  • Marketing environment
    Environmental forces affect the company’s ability to serve its customers. Changes in the demographic and economic environments affect marketing decisions. The major trends in the firm’s natural and technological environments. The key changes in the political and cultural environments.
  • Basics of marketing research
    Marketing Information and Customer Insights. Assessing Marketing Information. Developing Marketing Information. Marketing Research. Analyzing and Using Marketing Information
  • Consumer and business buying behavior
    Model of Consumer Behavior. Characteristics Affecting Consumer Behavior. Types of Buying Decision Behavior. The Buyer Decision Process. The Buyer Decision Process for New Products
  • Market segmentation, targeting and positioning
    Customer-Driven Marketing Strategy. Market Segmentation. Market Targeting. Differentiation and Positioning.
  • Products, services and branding strategy
    What Is a Product? Product and Service Decisions. Services Marketing. Branding New-Product Development Strategy. The New-Product Development Process. Managing New-Product Development. Product Life-Cycle Strategies. Additional Product and Service Considerations. Strategy: Building Strong Brands
Assessment Elements

Assessment Elements

  • non-blocking Presenting cases at the seminars
  • non-blocking Intermediate Control
  • non-blocking Testing with further possible discussion of the results
  • non-blocking Online course on Marketing
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.4 * Testing with further possible discussion of the results + 0.2 * Intermediate Control + 0.2 * Online course on Marketing + 0.2 * Presenting cases at the seminars
Bibliography

Bibliography

Recommended Core 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
  • Philip Kotler, Hermawan Kartajaya, & Den Huan Hooi. (2017). Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers. World Scientific Publishing Co. Pte. Ltd. https://doi.org/10.1142/10313

Recommended Additional Bibliography

  • Chapman, C., & Feit, E. M. (2015). R for Marketing Research and Analytics. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=964737
  • Fama, E. F., & French, K. R. (2015). A five-factor asset pricing model. Journal of Financial Economics, (1), 1. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.jfinec.v116y2015i1p1.22
  • Gordon S. Linoff and Michael J.A. Berry. Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management, Third Edition. John Wiley & Sons, 2011 (888 pages). ISBN: 9780470650936: Текст электронный // ЭБС books24x7 — https://library.books24x7.com/toc.aspx?bookid=40629
  • Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing Strategies For Value Exploration. World Scientific Book Chapters, 127. https://doi.org/10.1142/9789813275478_0005
  • International Marketing : Theory and Practice from Developing Countries Charles, Goodluck; Anderson, Wineaster Cambridge Scholars Publisher 2016 ISBN: ISBN number:9781443899543, ISBN number:9781443819275
  • Mauro Cavallone. Marketing and Customer Loyalty. – Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного до-ступа ресурса. http://link.springer.com
  • Niklas Schaffmeister. Brand Building and Marketing in Key Emerging Markets. – Springer, 2015. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного доступа ресурса. http://link.springer.com
  • Smith, Bruce Lannes, and Harold D. Lasswell. Propaganda, Communication and Public Opinion, Princeton University Press, 2015. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4071105.
  • Маркетинг от А до Я: 80 концепций, которые должен знать каждый менеджер: Учебное пособие / Котлер Ф., Виноградов А.П., Чех А.А., - 7-е изд. - М.:Альпина Пабл., 2016. - 211 с.: 60x90 1/16 ISBN 978-5-9614-5717-9 - Режим доступа: http://znanium.com/catalog/product/851120