Master 2021/2022

Practical Marketing Tools

Category 'Best Course for Career Development'

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'

Type: Elective course (Master in International Management)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 2 year, 1 module

Mode of studies: offline

Open to: students of one campus

Instructors: Alexander V. Lebedev

Master’s programme: Международный менеджмент

Language: English

ECTS credits: 5

Contact hours: 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

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

Course Contents

• New Business Acquisition
• Effective Brainstorming in Marketing
• Marketing Plan Template
• Data Collection for Market Research
• Marketing Analysis
• Marketing Promotion

Assessment Elements

• Homework 1
• Homework 2
• Survey at workshops
• The Exam

Interim Assessment

• 2021/2022 1st module
  0.1 * Survey at workshops + 0.2 * Homework 1 + 0.5 * The Exam + 0.2 * Homework 2

Bibliography

Recommended Core Bibliography

• Marketing communications, Egan, J., 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
• International marketing, , 2020
• Marketing research : planning, process, practice, Benzo, R., 2018