Бакалавриат
2023/2024
Тактические инструменты маркетинга
Статус:
Курс обязательный (Маркетинг и рыночная аналитика)
Направление:
38.03.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
4-й курс, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Контактные часы:
30
Course Syllabus
Abstract
This course is designed to demonstrate a spectrum of modern practical marketing tools, mostly of short- and mid-term character, and how they can address strategic business decisions on all levels of the business model (value proposition, operations, go-to-market, and profit formula). Such tools include methods (techniques and tactics), analytical frameworks, and decision-making approaches as well as practical cases and guidelines. Students will develop e a holistic view of what marketing as a business function is capable of, how long it may take and how much it can cost. They will obtain hands-on knowledge on using marketing tools exercised by industry leaders. Teaching methods include both lectures and practical sessions.
The lectures are designed to review relevant theoretical concepts studied in prior marketing courses and introduce modern marketing tools. The practical sessions will be held in groups and will be conducted via case discussions (utilizing a case method used for teaching at business schools) and other methods.
Learning Objectives
- • The main objective of the course is to provide students with the opportunity to build and strengthen their practical competencies in executing marketing functions by equipping them with the modern theoretical and practical tools used by marketers in different industries and sectors. A further objective is to help students see how marketing contributes to all elements of the business model and how to grow customers value with different instruments of marketing mix.
Expected Learning Outcomes
- Apply various marketing frameworks and concepts, such as 5C, 3V, 4P, brand model and other patterns with the purpose of business development and kpi targeting
- Identify consumer needs addressing specific goals and within stated budgets, find new solutions with research and development
- To apply approaches to building brand communications (brand history, packaging, branding through loyal consumers and communities)
- To pricing and its management (price elasticity, price adjustment, and price discrimination) to chose distribution models that best suit the strategy of the company
- Learn how to create the main marketing documents (market plan, budget, media plan, etc.)
- Practice public speaking and state your opinion in a concise and structured way in English
Course Contents
- Strategic vs. tactical marketing
- Research and Analytics
- Marketing plan. Product & Branding
- Price & Distribution
- Communications
- Communication & content
- Media Planning
- Budgeting
Interim Assessment
- 2023/2024 учебный год 2 модуль0.4 * Exam + 0.2 * Group Project + 0.2 * Perusall + 0.2 * Tests
Bibliography
Recommended Core Bibliography
- Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421
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