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НИУ ВШЭ
Личный кабинет сотрудника ВШЭПоиск
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Course Syllabus

Магистратура 2020/2021

Стратегический менеджмент

Статус: Курс обязательный (Менеджмент и аналитика для бизнеса)
Направление: 38.04.02. Менеджмент
Кто читает: Департамент менеджмента
Когда читается: 1-й курс, 1 модуль
Формат изучения: без онлайн-курса
Охват аудитории: для своего кампуса
Преподаватели: Алейникова Ирина Сергеевна, Хазиева Наталья Евгеньевна, Штахе Флориан
Прогр. обучения: Менеджмент и аналитика для бизнеса
Язык: английский
Кредиты: 3

Course Syllabus

Full Syllabus

Abstract

The Course addresses management issues caused by complexity of the modern turbulent business world. The intention is to provide deep glance for better understanding of interconnectedness in the modern world.The Course has emphasis on developing students' analytical, critical and problem solving skills.
Learning Objectives

Learning Objectives

  • to provide first year undergraduates with an introduction to the tourism industry, major industry development trends, basic project management information and marketing fundamentals
Expected Learning Outcomes

Expected Learning Outcomes

  • Knowledge of the main components and characteristics of the development and management of tourism
  • The ability to conduct marketing analysis of the market, use the basic marketing tools.
Course Contents

Course Contents

  • 1. Introduction into tourism.
    Tourism industry: components of tourism product, classification of types of tourism, main stakeholders. Tour operators and travel agencies.
  • 2. Impact of tourism industry.
    Tourism and GDP, role of tourism, 4 A’s of tourism. Economic, social, ecological impact of tourism.
  • 3. Economic indicators of tourism
    Multiplier effect. Direct Travel and Tourism GDP, part of global employment, visitor exports, investment. Direct, indirect, induces contribution Travel and Tourism.
  • 4. Geography of tourism.
    Top destinations. Tourism leaders of inbound and outbound tourism. Reasons and consequences.
  • 5. Introduction into project management.
    Types of projects. Main functions of managements. Process of project managements, components, elements, main steps.
  • 6. Main Marketing Definitions and Concepts. STP
    Strategic marketing in the hospitality and tourism industry. Consumer behavior. Features of the hospitality and tourism market. B2B and B2C markets. Model Abel. Comparative analysis matrices. Types of segmentation. Lifestyle consumer. BCG, GE, McKinsey, MABA.
  • 7. Marketing Environment
    External and internal marketing environment. Macro and microenvironment of international marketing. The political and legal environment, their role in international marketing. PEST / PESTEL analysis tools, Porter's 5 forces and their modification in international marketing.
  • 8. Market Research
    The process of choosing a foreign market and the direction of marketing research. Types of marketing research. Sources of information for international marketing activities. Features of the collection of primary data in the markets.
  • 9. Marketing Planning and Strategies
    Strategic marketing planning. SWOT / TOWS analysis. Model Ansoff. Strategic hours. Strategies and forms of market penetration. Strategy development process. Mission-vision-goals. Marketing planning The structure of the marketing plan.
  • 10. Marketing Tools
    Marketing mix. Pricing methods and price decision factors. Types of pricing policy. Features of the organization of distribution in the tourism sector. Factors affecting the choice of distribution channel in marketing. Features of promotion in the tourism sector.
  • 11. Marketing Communications and Branding
    The structure and characteristics of the communicative complex in international marketing. AIDA model. Sales funnel. Sales promotion, PR and direct marketing marketing. Making decisions in advertising.
Assessment Elements

Assessment Elements

  • non-blocking Project Assessment
  • non-blocking Written task
  • non-blocking Class activities
Interim Assessment

Interim Assessment

  • Interim assessment (1 module)
    0.402 * Class activities + 0.4 * Project Assessment + 0.198 * Written task
Bibliography

Bibliography

Recommended Core Bibliography

  • Izushi, H., & Huggins, R. (2011). Competition, Competitive Advantage, and Clusters : The Ideas of Michael Porter. Oxford: OUP Oxford. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=438463
  • Kotler, P., & Kotler, M. (2012). Market Your Way to Growth : 8 Ways to Win. New York: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=518336

Recommended Additional Bibliography

  • Sherlekar, S. A., & Sherlekar, V. S. (2010). Global Marketing Management : (under Value-based Integrated Customerised Approach) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332271
  • Кирьянова Л. Г. - МАРКЕТИНГ И БРЕНДИНГ ТУРИСТСКИХ ДЕСТИНАЦИЙ. Учебное пособие для магистратуры - М.:Издательство Юрайт - 2019 - 264с. - ISBN: 978-5-9916-9266-3 - Текст электронный // ЭБС ЮРАЙТ - URL: https://urait.ru/book/marketing-i-brending-turistskih-destinaciy-434442