Магистратура
2021/2022
Практические инструменты маркетинга
Лучший по критерию «Полезность курса для Вашей будущей карьеры»
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Статус:
Курс по выбору (Международный менеджмент / Master in International Management)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
2-й курс, 1 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Преподаватели:
Лебедев Александр Валерьевич
Прогр. обучения:
Международный менеджмент
Язык:
английский
Кредиты:
5
Контактные часы:
24
Course Syllabus
Abstract
Along with the expansion of the business, Marketing has become the preferred choice of companies. Growing challenges, opportunities and competition have made businesses take new steps towards marketing. This, in turn, has increased the demand for Marketers. This course on Practical Marketing Tools helps current and potential marketers gain holistic knowledge about Marketing trends and tools. It covers the core concepts in New Business Acquisition, Brainstorming, Marketing Planning, Data Collection for Marketing Research, Marketing Analysis, and Marketing Promotion. You will also learn how to analyze data, create an effective marketing strategy and build an operational roadmap to help businesses grow. Teaching methods include lectures, individual and group projects, case studies, and class assignments. The aim of the course is to provide knowledge and expertise about types of marketing tools, ways to effectively promote products and services.
Learning Objectives
- Formation of an notion of the various tools used to achieve success in marketing
- Familiarity with ways of solving marketing issues.
- Development of marketing thinking as applied to solving practical business issues
- Memorize essential marketing concepts
- Comprehend the context of the application of various marketing tools
- Evaluate the interplay between corporate marketing practices and international policy
- Apply evidence-based market research frameworks to validate product-market fit
- Adapt core marketing mix elements for international expansion
- Synthesize marketing insights with international relations theory
Expected Learning Outcomes
- Creates models of various options for the development of the marketing situation
- Evaluates the marketing prospect of using the market situation in the business process
- Gathers relevant information in an efficient way
- Interprets the results of the analysis to correct management decisions
- Reproduces successful product promotion techniques
- Simulates the market situation
Interim Assessment
- 2021/2022 1st module0.2 * Homework 1 + 0.2 * Homework 2 + 0.1 * Survey at workshops + 0.5 * The Exam
Bibliography
Recommended Core Bibliography
- International marketing, , 2020
- Marketing management, , 2019
- Marketing research : an applied orientation, Malhotra, N. K., 2020
Recommended Additional Bibliography
- Digital analytics for marketing, Sponder, M., 2018
- Global marketing and advertising : understanding cultural paradoxes, Mooij de, M., 2019
- Marketing communications, Egan, J., 2020
- Marketing research : planning, process, practice, Benzo, R., 2018