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Inbound Marketing and Sales

2021/2022
Учебный год
ENG
Обучение ведется на английском языке
4
Кредиты
Статус:
Курс по выбору
Когда читается:
2-й курс, 1, 2 модуль

Преподаватель

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

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

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 the specifics of working with customers on different stages of marketing funnel
  • To understand how automatization and dashboards can accelerate the whole process
Course Contents

Course Contents

  • Introduction to Inbound Marketing
    Strategic and tactical marketing planning, the concept of Attract – Engage – Delight. How to create empowering momentum & grow loyalty.
  • Consumer Journey Map
    Understanding global the stages of consumer decision making and sales funnel
  • Selection of efficient tools
    Attract tools (ads, blogs, content), Engage tools (emails, bots, automation), Delight tools (attribution)
  • Omnichannel marketing & sales techniques
    Offline & online marketing. How a consumer feels in front of the shelf.
  • How to measure customer’s happiness
    What is customer satisfaction and how it affects business and sales. Different tools how to measure it.
  • Automatization & dashboards
    How to automate processes and to build an analytical system to take the right decisions.
Assessment Elements

Assessment Elements

  • blocking Final Exam
    Based on theoretical seminars and practical sessions. Students will have a list of topics for the exam preparation.
  • non-blocking Individual assignments (Case studies)
    Individual assignment, case study text should be read by students before the related sessions.
  • non-blocking 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

Interim Assessment

  • Interim assessment (2 module)
    0.5 * Final Exam + 0.3 * Individual assignments (Case studies) + 0.2 * Team Project
Bibliography

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.