Marketing_L1(2013)
.pdfAcademic year 2013-2014
Marketing
Yana Shigina
Marketing department NRU HSE
Content for today
•Practicalities
-Coordinates
-Course introduction
•Introduction
Defining Marketing and the Marketing Process
Coordinates
•Yana Shigina
•Office 405 (Radionova str.)
•E-mail yshigina@hse.ru
•Contact hours: upon appointment
General course introduction
1.Course objectives
2.Course content
3.Grading & evaluation
4.Course material
5.Structure & timing
1.Course objectives
•Explain and exemplify the most important marketing concepts;
•Recognize the role of marketing in both a business and consumer context;
•Apply the theoretical concepts to practice-based cases in an adequate fashion;
•Correctly analyse and assess a real marketing situation;
•Defend and discuss your train of thought in relation to these problems within a group of peers.
2.Course content
Lectures on marketing (12 lectures)
•download slides/ material for every session on group’s e-mail
Practical classes
•download/follow-up presentation material for different sessions on group’s e-mail
•summary & ppt presentations = exam material
3.Grading & evaluation
•Examination:
Written without oral presentation
Closed book
Multiple-choice
Open-question
•Continuous assessment:
Case studies & Multiple-choice Participation in classroom activities
•Presentation:
Team presentation & summary (evaluation of the integration of conceptual knowledge)
4. Course material
Required reading
•Handbook: Philip Kotler, Gary Armstrong (2011). Principles of Marketing 14th Edition.
•Syllabus, slides, additional course material (articles on marketing, external links) access through e-mail
Optional reading
•Pride, William M., and O. C. Ferrell. Marketing. Mason, OH:
Cengage Learning, 2012.
•Grewal, Dhruv, and Michael Levy. Marketing, 1st Edition. New York, NY: McGraw-Hill/Irwin, 2007 (2012).
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5. Structure & timing |
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Businessen marketing strategy |
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Marketing environment |
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Basics of marketing research |
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Consumer and business buying behavior |
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Market segmentation, targeting and |
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positioning |
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Products, services and branding strategy |
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Pricing |
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Distribution management |
•Marketing communication
•International marketing
•Current marketing issues
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Defining Marketing and the
Marketing Process
I.What Is Marketing?
II. Understanding the Marketplace and Customer Needs III. Designing a Customer-Driven Marketing Strategy
IV. Preparing an Integrated Marketing Plan and Program V. Building Customer Relationships
VI. Capturing Value from Customers