Master 2021/2022

Inbound Marketing and Sales

Type: Elective course (Marketing: Digital Technology and Marketing Communications)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 2 year, 1, 2 module

Mode of studies: offline

Open to: students of all HSE University campuses

Instructors: Святская Стелла Борисовна

Master’s programme: Маркетинг: цифровые технологии и маркетинговые коммуникации

Language: English

ECTS credits: 4

Contact hours: 32

Course Syllabus

Abstract

Inbound Marketing & Sales course is aimed at providing students with frameworks and concepts which help to accompany clients across the whole marketing funnel. It stresses the importance of the omnichannel Consumer Journey and covers the key marketing issues of building long lusting relationships with clients. The course focuses on the inbound methodology, which is the method of growing organizations by building meaningful, lasting relationships with consumers, prospects, and customers. The course is relevant for both future professional application and further scientific studies.

Learning Objectives

• To accompany user with the most efficient and effective marketing techniques across the key Inbound Marketing Framework: Attract – Engage – Delight. Main objectives: 1. To highlight the importance of building long lasting relationships with clients across the whole funnel. 2. To develop an understanding of how the concept of Consumer Journey works. 3. To learn how to work with segmentation & to be able to deliver personalization 4. To provide students with models, theories, frameworks, perspectives, and concepts to succeed in marketing & sales

Expected Learning Outcomes

• To adapt marketing strategies of any business to the key inbound marketing framework.
• To apply different marketing tools and to build processes which lead from customer attraction to sales.
• To define the basis of building relationship with customers and cover the importance of post purchase experience and customer satisfaction metrics.
• To develop a cohesive marketing plan
• To understand how automatization and dashboards can accelerate the whole process
• To understand the specifics of working with customers on different stages of marketing funnel

Course Contents

• Introduction to Inbound Marketing
• Consumer Journey Map
• Selection of efficient tools
• Omnichannel marketing & sales techniques
• How to measure customer’s happiness
• Automatization & dashboards

Assessment Elements

• Final Exam
  Based on theoretical seminars and practical sessions. Students will have a list of topics for the exam preparation.
• Individual assignments (Case studies)
  Individual assignment, case study text should be read by students before the related sessions.
• Team Project
  Done in groups, delivered in form of a brief pdf report and oral presentation*. *In case the student cannot present on the day of the presentation he/she should inform the professor min 2 weeks ahead.

Interim Assessment

• 2021/2022 2nd module
  0.5 * Final Exam + 0.3 * Individual assignments (Case studies) + 0.2 * Team Project

Bibliography

Recommended Core Bibliography

• Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing 4.0: Moving From Traditional To Digital. World Scientific Book Chapters, 99. https://doi.org/10.1142/9789813275478_0004

Recommended Additional Bibliography

• Miller, R. K., Washington, K. D., & Richard K. Miller & Associates. (2019). Consumer Behavior 2019-2020: Vol. 13th edition. Richard K. Miller & Associates.