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Бакалавриат 2021/2022


Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Статус: Курс обязательный (Управление бизнесом)
Направление: 38.03.02. Менеджмент
Когда читается: 3-й курс, 1, 2 модуль
Формат изучения: с онлайн-курсом
Охват аудитории: для всех кампусов НИУ ВШЭ
Язык: английский
Кредиты: 4
Контактные часы: 60

Course Syllabus


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

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

Course Contents

  • Defining Marketing and the Marketing Process
  • Marketing environment
  • Basics of marketing research
  • Consumer and business buying behavior
  • Business and marketing strategy
  • Market segmentation, targeting and positioning
  • Products, services and branding strategy
  • Pricing
  • Distribution management
  • Marketing communication
  • Creating competitive advantage
  • International marketing
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

  • 2021/2022 2nd module
    0.25 * Testing with further possible discussion of the results + 0.25 * Online course on Marketing + 0.25 * Intermediate Control + 0.25 * Presenting cases at the seminars


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