Creation of a Marketing Department and Its Development on the Example of Kerama Marazzi Company

Student: Volodina Anna

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2020

The objective of this project is to develop recommendations for the creation and development of a marketing department for Kerama-Sochi LLC. To solve this problem, the author used such analysis methods as SWOT analysis, PESTEL analysis and expert assessment, analysis of the main financial indicators of the Sochi branch, based on financial statements for the period from 2013 to 2018, the survey of 40 managers of marketing departments of various construction companies, conducted 10 interviews with leading experts in this industry in order to fully understand the interaction of marketing services of head offices and branches. In the course of the work, results were obtained that helped to develop detailed recommendations for creating a marketing department for the small enterprise selling ceramic products, granite and mosaics of Russian production.

Full text (added May 31, 2020)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses