2022/2023
Practical Marketing Tools
Type:
Mago-Lego
Delivered by:
Department of Marketing
When:
1, 2 module
Open to:
students of one campus
Instructors:
Alexander V. Lebedev
Language:
English
ECTS credits:
4
Contact hours:
32
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
- 2022/2023 2nd module0.2 * Homework 1 + 0.1 * Survey at workshops + 0.5 * The Exam + 0.2 * Homework 2
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