Marketing Management

2021/2022

Academic Year

ENG

Instruction in English

5

ECTS credits

Delivered at:

Bachelor's Programme in Digital Product Management

Course type:

Compulsory course

When:

3 year, 1, 2 module

Instructor

Muravskii, Daniil

Course Syllabus

Abstract

Modern theory and practice in the field of marketing is an integral part of the knowledge of a young specialist, a graduate of both economic and any other specialties. Marketing is the philosophy and meaning of activity in the market, in society, in the policy of any companies and organizations, both commercial and non-profit organizations. Marketing is not for nothing called the science of business of the XXI century, because it is the technologies and categories of marketing, positioned at the center of the entire management system, that allow the company to successfully compete in the increasingly complex competitive environment. In the course of teaching the course "Marketing Management", the main attention is paid to the practical issues of implementing marketing activities in the company. Teaching methods include lectures, case studies, discussions, seminars, and independent work. The course materials are relevant to real market situations, conditions and problems faced by enterprises in their daily activitiesresultability of business. The Marketing Management course aims to provide students with a holistic view of the value creation and delivery processes that integrate the company's interaction with various groups of stakeholders (both external and internal). Since the development of the theory and practice of marketing takes place both in the direction of improving existing, already traditional, marketing approaches and tools, and in the direction of developing and testing innovative tools, the presented course reflects both of these elements.

Learning Objectives

• The aim of the course is to form students' knowledge system about marketing as a modern business concept aimed at creating a strategic competitive advantage by a company through a comprehensive study of the market, forming an active influence on demand, building strong, long-term relationships with consumers and business partners.

Expected Learning Outcomes

• able to consistently apply the stages of developing a marketing strategy
• able to distinguish between types of promotion instruments and allign their usage with promotion goals
• distinguish the stages of marketing development and their features
• know the difference between strategic marketing and operational marketing, and when each is required
• know the main characteristics and are able to explain the basic concepts of marketing
• practice the principles of building a portrait and consumer journey
• understand the connection between the elements of STP marketing, and able to interpret the positioning map
• understand the differences between marketing strategy, mission, goals and objectives in marketing management
• understand the differences between the types of marketing strategies
• understand the principles of creating a value chain for the consumer

Course Contents

• Marketing and marketing activities. Marketing evolution. Marketing profession. Marketing principles.
• Market segmentation. Consumer portrait. The consumer journey.
• STP marketing. Competitive Advantage Theory. Unique Selling Proposition (USP) theory. Positioning models.
• Marketing communications. Marketing mix. PR, advertising, sales promotion, and direct marketing.
• Stages of developing a marketing strategy. Competitive Strategies. Value chain. Loyalty.

Assessment Elements

• Written exam
  Written test with open and closed questions on the theoretical materials of the course
• Presentation of an original study case on marketing management
  The students in groups write a 7-10 pp. Harvard style mini-case based on a real business case related to a marketing management problem. Upon choosing a company, the groups have to determine the time scope of the case, the scope of the problem tackled, find relevant information from open sources and databases available through the HSE library, and use it do describe a marketing management-related dilemma the chosen company has faced. This would take 5-6 pages. The rest of the paper represents a detailed description of the possible and correct solutions to the case, including the logic and information needed to solve the case, and a reflection of how marketing management theory can be used as a framework for solution building. The teaching notes should take up to 3-5 pages. (12-size font, Times New Roman, 1.15 spaced, 2,5 sm. margins, title page, and references are not included into the pages count).
• Tests
  4 tests with multiple choice and open questions aimed at evaluating the students' successful establishment of the previous topics' intended learning outcomes.
• Case studies solution
  In-class work in teams to present solutions to three marketing management-related cases. The solutions are presented in a form of presentations.

Interim Assessment

• 2021/2022 2nd module
  0.3 * Written exam + 0.2 * Tests + 0.2 * Case studies solution + 0.3 * Presentation of an original study case on marketing management

Bibliography

Recommended Core Bibliography

• Dimitriadis, N., Dimitriadis, N. J., & Ney, J. (2018). Advanced Marketing Management : Principles, Skills and Tools (Vol. 1 Edition). New York, NY: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1922106
• Kotler, P., & Keller, K. L. (2016). Marketing Management, Global Edition (Vol. Fifteenth edition, Global edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419603

Recommended Additional Bibliography

• Digital technology and marketing management capability: achieving growth in SMEs. (2017). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.553CE17
• 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
• Mudie, P., & Pirrie, A. (2006). Services Marketing Management (Vol. 3rd ed). Amsterdam: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=195095