MASTER IN
EUROPEAN
BUSINESS
(MEB)
COURSE SYLLABUS
MARKETING MANAGEMENT
Instructors:
Olga A. Tretyak, Professor and the Head of Strategic Marketing Department, National Research
University Higher School of Economics, e-mail: o_tretyak@inbox.ru
Vera A. Rebyazina, Senior Lecturer, Strategic Marketing Department, National Research
University Higher School of Economics, e-mail: rebiazina@hse.ru
Organization of the course
Programs
MEB (Master in European Management)
Year
1st year
Course status
Core course
Workload
4 ECTS, 30 hours of classes
Prerequisites
No
Teaching methods
Lectures, guest lecture, individual and group projects, group
work and exercises, presentations, case studies, class
assignments
1
Course objectives
The overall objective of the course is to provide students with the basic understanding of
marketing concepts and theories as Marketing Management course aims to give students the
basic knowledge of the marketing discipline. The major topics of classical marketing are
covered.
The course intends to familiarize students with:
 The role and understanding of marketing
 Different types of markets (consumer markets – b2c, industrial markets – b2b, service
markets)
 Market analysis including market evaluation and prognostics
 Strategic marketing: Segmentation, Targeting and Positioning (STP)
 Operational marketing: Marketing Mix
o The product mix
o The price mix
o The distribution mix
o The communication mix
 Marketing organization and controlling
After the course the students should be able to:
 Understand the key marketing concepts and fields of their application
 Develop marketing mix for different markets (b2b, b2c, services)
 Apply marketing theories and approaches during class discussions and work on group projects
2
Course content
Topic 1. The role and understanding of marketing
Key points:
Course introduction. Presentation of main course topics. Explanation of learning outcomes.
Defining marketing. What is marketing / marketing process?
Marketing principles
Topic 2. Different types of markets (consumer markets – b2c, industrial markets – b2b,
service markets). Market analysis.
Key points:
The marketing environment and markets
B2c markets and consumer buying behavior. B2B markets and services
Marketing research and marketing information systems
Topic 3. Strategic marketing: Segmentation, Targeting and Positioning (STP)
Key points:
Marketing strategy
Segmentation, Targeting and Positioning
Topic 4. Operational marketing: Marketing Mix
4.1 The product mix
4.2 The price mix
4.3 The distribution mix
4.4. The communication mix
Key points:
The Marketing mix principle
Products, services and branding decisions
Price decisions
Channel management and retailing
Marketing communications: tools and techniques. Managing marketing communications
Topic 5. Marketing organization and controlling
Key points:
Marketing implementation and control
Marketing Metrics
Topic 6. Marketing management in Emerging markets
Key points:
The impact of Emerging markets on marketing development
Contemporary marketing practices. Principles of relational marketing.
3
Literature:
Required textbooks:
Other reading:
1) Marketing. Paul Baines, Chris Fill, and Kelly Page. 704 pages, Oxford University Press
2) Piercy, N. F. (2009). Market-led strategic change: Transforming the process of going to
market. ELSEVIER Ltd.
3) Handbook of relationship marketing (2000) / edited by Jagdish N.Sheth and Atul
Parvatiyar. Sage Publications, Inc.
4) S.L.Vargo & R.F. Lusch. Evolving to a New Dominant Logic for Marketing (2004)
Journal of Marketing. Vol.68, p.1-17.
5) Morgan R.M., Hunt Sh.D. The Commitment-trust theory of Relationship marketing
(1994) Journal of Marketing V.58, p. 20-38.
6) Sheth J. Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives
and Practices (2011) Journal of Marketing, Vol. 75, p. 166-182.
4