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Regular version of the site
Bachelor 2021/2022

Tactical Tools of Marketing

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Type: Compulsory course (Marketing and Market Analytics)
Area of studies: Management
When: 4 year, 1, 2 module
Mode of studies: offline
Open to: students of one campus
Instructors: Артюков Евгений Григорьевич, Andrei Starkov
Language: English
ECTS credits: 3
Contact hours: 34

Course Syllabus

Abstract

This course is designed to demonstrate a spectrum of modern practical marketing tools and how they can inform 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. Students will develop a holistic view of what marketing as a business function is capable of and 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).
Learning Objectives

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 in the company by equipping them with the modern tools and concepts 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 across such goals as customer value creation, customer value production, customer value communication, and customer value capture and sustaining.
Expected Learning Outcomes

Expected Learning Outcomes

  • apply various marketing frameworks and concepts, such as 5C, STP, 4P, brand model, brand portfolio, brand architecture etc. for the purpose of business strategy development and refinement
  • identify deep-seated consumer need states using the the Zaltman Metaphor Elicitation Technique (ZMET)
  • to apply approaches to building brand communication (brand history, branding through loyal consumers and communities)
  • to assess and identify the main competitive advantages of goods and services (creating value for the consumer, retention of value advantage)
  • to know the basic approaches to pricing and its management (price elasticity, price adjustment, and price discrimination)
  • understand the ethical perspective and multiple stakeholder model in branding
  • use quantitative methods for marketing strategy effectiveness assessment: market sizing, margin and break-even analysis, consumer “lifespan” (Customer Lifetime Value)
Course Contents

Course Contents

  • Introduction to marketing frameworks
  • Segmentation, targeting, positioning
  • Studying consumers' preferences
  • Consumer Behaviour
  • Business Models in marketing
  • Go-To-Market Strategy
  • Product decisopns
Assessment Elements

Assessment Elements

  • blocking Final exam
    Type of assessment: Individual Maximum number of points: 10 Timing: 2nd module, 4 hours long
  • non-blocking Case discussions
    Type of assessment: Individual Maximum number of points: 10 There are 5 cases during the course; Timing: 1-2 modules, during practical sessions.
  • non-blocking Group project
    Type of assessment: Group Maximum number of points: 10 Timing: 1st module, groups will have at least 2 weeks to complete the project.
  • non-blocking Quizzes
    Type of assessment: Individual Maximum number of points: 10 Timing: 1-2 modules, during lectures, each quiz is 10 min long max.
Interim Assessment

Interim Assessment

  • 2021/2022 2nd module
    0.3 * Final exam + 0.1 * Group project + 0.5 * Case discussions + 0.1 * Quizzes
Bibliography

Bibliography

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

Recommended Additional Bibliography

  • Kumar, V., Aaker, D. A., & Day, G. S. (2015). Marketing research. Slovenia, Europe: J. Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.E4B2E3E8

Authors

  • STARKOV ANDREY GENNADEVICH
  • ARTYUKOV EVGENIY GRIGOREVICH