Tactical Tools of Marketing

(TToM)

University Bachelors’s Under-Graduate Course Program Outline Pre-requisites: English language (B2+ CEFR); Marketing (general course) The course is voluntary and recommended for Bachelors of Management (3rd year, Concentration – Marketing)

Abstract: The course logically continues the course of general Marketing, deepening students' knowledge in the use of Tactical Tools of Marketing.

I. Course Organization and Methods

1. Course Prime Goal:

“Tactical Tools of Marketing” is an advanced version of the “Marketing” course which logically deepens the understanding of Marketing concepts. It has a particular emphasis on the day-by-day routine of a marketing manager. The goal has to broaden students’ point of view on the Marketing profession. A student of the course gets to know different peculiarities of Marketing Departments and by the end of the course is able to make an educated choice about future career prospects.

2. Course Targets:

2.1. To show the latest discoveries in the Marketing routine; 2.2. To train “soft skills” of management, such as communication, collaboration, creativity and critical thinking; 2.3. To apply marketing “hard skills” into practice, such as tools for analysis, presentations techniques, working with niche marketing in multi-cultural circumstances.

3. Course Originality

3.1. TToM's teaching materials include academic journals, business reports from industries, marketing agencies surveys, NGO's papers. 3.2. The teaching method employs the principles of learning-by-doing and learning-by-an example. The lector presents each topic during the lecture and provides additional materials for in-home investigation. During the following seminar, students present their results mainly in mini-groups. 3.3. Students participate in case studies, work on the semester project with the business partner of the course (IKEA). They apply not only theoretical but deeply practical up-to-date skills and knowledge. During the course, they understand the roots of competition through game theory principles. 3.4. The novelty of the course is in the deep application of gamification, digitalization, semiotics, and social psychology while planning a pedagogical design of the course.

4. Course Positioning in Modern Managerial Knowledge Base

4.1. The Marketing Guru Philip P. Kotler has announced the values driven marketing 3.0 and even further to digital marketing 4.0. Those principles held as a theoretical basis of the course. 4.2. The cornerstone of TToM is the ethics of business. Students learn to be both entrepreneurial and responsible; innovative and able to handle obstacles. 4.3. Sustainability, risk management, and collaboration are crucial concepts in XXI century management. Thus, the chunk of the course is devoted to practice modern concepts. 4.4. Successful accomplishment of the course may be beneficial for students' resume since the course is about marketing practice as well as theory.

II. Course Contents

1. Course Novelties:

1.1. At NRU HSE no courses with such title exist up to date, the content of the course particularly important for the future marketing managers. 1.2. TToM is based on the latest scientific paradigms such as sustainability, environmental marketing, game theory. The students understanding of marketing theory and practice evolves through the course started with Marketing 1.0 up to Marketing 4.0.

1.2. Course Schedule:

Total Auditorium Hours Students Self ## Topics Covered Academic Instruction Workshop Lectures Seminars Hours Hours 1. TTOM Induction. Basic tools 4 2 2 2 Marketing. The past, the 2. 4 present, the future 6 2 0

3. Clusters, K-means 2 2 4

4. STP-process 4 2 2

5. Product management 2 4 2 0 6. Brand management. Trends 10 2 4 4 7. Strategic planning 4 2 2 8. Brand archetypes 4 2 2 9. Distribution process 8 4 4 10. Game Theory 4 2 2 11. Advertising 8 4 4 12. Brand value 6 2 4 13. Target market evaluation 4 2 2 14. Public relations 6 2 2 2 15. Simulation game 4 2 2 16. Digital marketing 6 2 2 2 17. Ethical marketing 4 2 2 18. 2 Tests 8 4 4 19. Final exam 10 2 8 TOTAL 108 24 30 54

III. Course Program

1. Course topics and forms of education

1. Introduction. Course structure

1.1. The nature of marketing tools and marketing resources; 1.2. The course design; 1.3. SWOT|TOWS Matrixes; 1.4. The range of strategies; 1.5. Data gathering; 1.6. STP Model.

Lectures: 2 ac. hours

Literature: Required: 1. Alon, I. Global marketing: contemporary theory, practice, and cases / I. Alon, E. Jaffe, C. Prange, D. Vianelli. – 2nd ed. – Abingdon; New York: Routledge, 2017. – 699 p. – ISBN 978-1-138-80788-4. 2. Kotler, P. Principles of marketing / P. Kotler, G. Armstrong; with M. O. Opresnik. – 17th global ed. – Harlow [etc.]: Pearson Education, 2018. – 734 p. – ISBN 978-1-292-22017-8.

Optional: 1. Kolb, B. Marketing research: a concise introduction / B. Kolb. – 2nd ed. – Los Angeles [etc.]: SAGE Publications, 2018. – 311 p. – ISBN 978-1-526-41927-9 2. Marketing theory: a student text / Ed. by M. J. Baker, M. Saren. – 3rd ed. – Los Angeles [etc.]: SAGE Publications, 2016. – 519 p. – ISBN 978-1-473-90401-9. Seminars: Basic Tools

2. Marketing. The past, the present, the future

2.1. The definition of marketing 2.2. Marketing perspective; 2.3. Marketing planning; 2.4. Business shift; 2.5. Clusters, K-means; 2.6. The most valuable startups.

Lectures: 2 ac. hours

Literature: Required: 1. Kotler, P. Marketing 4.0: moving from traditional to digital / P. Kotler, H. Kartajaya, I. Setiawan. – Hoboken: John Wiley & Sons, 2017. – 184 p. – ISBN 978-1-119-34120-8. 2. Wood, Marian Burk. Essential guide to marketing planning. Pearson Education, 2017.

Optional: 1. “Modeling Clustered Data with Very Few Clusters”, Daniel McNeish. University of Maryland; Utrecht University. Volume 51, 2016 - Issue 4. pp. 495-518 2. Peattie, Ken, and F. Belz. Sustainability marketing: A global perspective. John Wiley and Sons, 2013.

Seminar: Clusters, K-means, STP-Process

3. Product management

3.1. Who is the product manager? 3.2. History of product management; 3.3. The evolution of product management; 3.4. Technology boost; 3.5. Product manager tools;

Lectures: 2 ac. hours

Literature:

Required: 1. Semantic interoperability for an integrated product development process: a systematic literature review. By: Szejka, Anderson Luis; Canciglieri, Osiris; Panetto, Hervé; Rocha Loures, Eduardo; Aubry, Alexis. International Journal of Production Research. 11/15/2017, Vol. 55 Issue 22, p6691-6709. 19p DOI: 10.1080/00207543.2017.1346314 2. Accelerating product development: The tools you need now. By: Brossard, Mickael; Erntell, Hannes; Hepp, Dominik. McKinsey Quarterly. 2018, Issue 3, p 90-101. 12p. 4

Optional: 1. Gaubinger, Kurt, Michael Rabl, Scott Swan, and Thomas Werani. "Innovation and product management." Innovation and product management: A holistic and practical approach to uncertainty reduction (2015): 83-113. 2. Flexible System Approach for Understanding Requisites of Product Innovation Management. By: Haleem, Abid; Kumar, Sanjay; Luthra, Sunil. Global Journal of Flexible Systems Management. Mar2018, Vol. 19 Issue 1, p19-37. 19p. DOI: 10.1007/s40171-017- 0171-7.

4. Brand management

3.6. Definition of brand management; 3.7. History of brand management; 3.8. The founders of Russian advertising; 3.9. The most powerful brands; 3.10. The difference between Brand and Trademark; 3.11. What is Brand awareness? 3.12. Brand Associations, brand architecture; 3.13. Brand management tools.

Lectures: 2 ac. hours

Literature:

Required: 1. Beverland, M. Brand management: co-creating meaningful brands / M. Beverland. – Los Angeles [etc.]: SAGE, 2018. – 400 p. – ISBN 978-1-473-95198-3. 2. Keller, K. L. Strategic brand management: building, measuring, and managing brand equity / K. L. Keller. – 4th ed. – Boston [etc.]: Pearson Education, 2013. – 590 p. – ISBN 978-0-273-77941-4. Optional: 1. D'Arienzo, W. Brand management strategies: luxury and mass markets / W. D'Arienzo. – New York [etc.]: Bloomsbury: Fairchild Books, 2016. – 368 p. – ISBN 978-1-501-3066-7 2. Ind, Nicholas. "How participation is changing the practice of managing brands." Journal of Brand Management 21, no. 9 (2014): 734-742.

Seminar: Trends

4. Strategic planning

4.1. STP-model – deeper view; 4.2. STP-process; 4.3. Segmentation: step by step; 4.4. Targeting; 4.5. Positioning; 4.6. Strategy formation; 4.7. Product lifecycle stages; 4.8. Niche Strategy: pros and cons; 4.9. Red ocean strategy and blue ocean strategy and their canvas 4.10. ERRC Greed

Lectures: 2 ac. hours

Literature:

Required: 1. Are You Targeting Too Much? Effective Marketing Strategies for Brands. By: FULGONI, GIAN M. Journal of Advertising Research. Mar2018, Vol. 58 Issue 1, p8-11. 4p. DOI: 10.2501/JAR-2018-008. 2. Blue ocean strategy: how to create uncontested market space and make the competition irrelevant / W. C. Kim, R. Mauborgne. – Boston: Harvard Business Review Press, 2015.

Optional: 1. Government e-strategic planning and management: practices, patterns and roadmaps / Ed. L. G. Anthopoulos, C. G. Reddick. – New York; Dordrecht; Heidelberg; London: Springer, 2014. – 366 p. – (Public administration and information technology; Vol.3) . – ISBN 978-1-461-48461-5. 2. Kim, W. Chan, and Renée Mauborgne. Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press, 2014.

5. Distribution process

5.1. What is a 'Distribution Channel'? 5.2. Three Types of Distribution Channels; 5.3. MLM-marketing; 5.4. The difference between Dealers and Distributors; 5.5. Wholesalers and retailers; 5.6. The definition of logistics and its types; 5.7. International trade; 5.8. Mode of transport; 5.9. Merchandising; 5.10. Physical environment.

Lectures: 4 ac. hours

Literature:

Required: 1. Marrewijk van, C. International trade / C. Marrewijk van. – New York: Oxford University Press, 2017. – 489 p. – ISBN 978-0-198-75375-9. 2. Bell, J. Silent selling: best practices and effective strategies in visual merchandising / J. Bell, K. Ternus. – 5th ed. – New York [etc.]: Bloomsbury, 2017. – 430 p.: ISBN 978-1-501-31549-7.

Optional: 1. Pegler, M. М. Visual merchandising and display / M. М. Pegler, A. Kong. – 7th ed. – New York; London: Bloomsbury, 2018. – 402 p. – ISBN 978-1-501-31529-9. 2. Chaudhary, P. Retail marketing in the modern age / P. Chaudhary. – Los Angeles [etc.]: Sage/ Texts, 2016. – 419 p. – ISBN 978-9-351-50869-4. 3. Seminar: Merchandising

6. Advertising 7.1 Definitions; 7.2 Marcom mix; 7.3 Management of the Promotional Tools; 7.4 Communications management; 7.5 Advertising in Russia; 7.6 Internet and TV advertising; 7.7 Introduction of the new media;

Lectures: 4 ac. hours

Literature:

Required: 4. West, R. Introducing communication theory: analysis and application / R West, L. H. Turner. – 6 th ed*. – New York: McGraw-Hill Education, 2018. – 531 p. – ISBN 978-1-259-87032-3. 5. “Timing of advertising and the MAX effect” Ching-Chi Hsu, Miao-Ling Chen, Journal of Behavioral and Experimental Finance Volume 20, 2018, Pages 105-114: Optional: 6. Barnes, S. B. Branding as communication / S. B. Barnes. – New York [etc.]: Peter Lang, 2017. – 203 p. – (The visual communication series; Vol.5) – ISBN 978-1-433-12803-5. 7. “The Influence of the Integrated Marketing Communication on the Consumer Buying Behaviour” Oancea Olimpia Elena Mihaela, Procedia Economics and Finance Volume 23, 2015, Pages 1446-1450. 8. “Chapter Five - The Marketing Mix and Branding” Zhixian Yi, Marketing Services and Resources in Information Organizations, Chandos Information Professional Series 2018, Pages 49-57.

Seminar: Brand Value, Target Market Evaluation

7. Public Relations 8.1 Theoretical framework; 8.2 Definitions and basic theory; 8.3 The Difference Between PR and Journalism; 8.4 PR vs. Marketing; 8.5 Media Relations; 8.6 Public relations tools; 8.7 Event -management; 8.8 Sponsorship

Lectures: 2 ac. hours

Literature:

Required: 1. Kim, C. M. Social media campaigns: strategies for public relations and marketing / C. M. Kim. – Abingdon; New York: Routledge, 2016. – 181 p. – ISBN 978-1-13-894860-0. 2. “The dawn of a new golden age for media relations? How PR professionals interact with the mass media and use new collaboration practices” A.Zerfass, D.Verčič, M.Wiesenberg, Public Relations Review Volume 42, Issue 4, November 2016, Pages 499-508;

Optional: 1. “Public relations and artificial intelligence: It’s not (just) about robots” Chris Galloway, Lukasz Swiatek, Public Relations Review Volume 44, Issue 5, December 2018, Pages 734- 740; 2. “Looking for digital in public relations” Dejan Verčič, Ana Tkalac Verčič, Krishnamurthy Sriramesh, Public Relations Review Volume 41, Issue 2, June 2015, Pages 142-152.

Seminars: Press release

8. Digital marketing 8.1. Theoretical framework; 8.2. How big is Big Data? 8.3. What do they do on the Internet? 8.4. What is SEO? 8.5. Cyber Security 8.6. Facebook–Cambridge Analytica data scandal 8.7. What is SMM? 8.8. Fake news influence on business; 8.9. Digital marketing tools.

Lectures: 2 ac. hours

Literature:

Required: 1. Sponder, M. Digital analytics for marketing / M. Sponder, G. F. Khan. – New York; London: Routledge, 2018. – 389 p. – ISBN 978-1-138-19068-9. 2. “Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications” P.K.Kannan, Hongshuang “Alice” Li, International Journal of Research in Marketing Volume 34, Issue 1, March 2017, Pages 22-45; Optional: 1. “Digital and social media marketing: a result-driven approach / Ed. by A. Heinze [et al.]. – London; New York: Routledge, 2017. – 319 p. – ISBN 978-1-138-91791-0. 2. “The role of digital and social media marketing in consumer behavior” Andrew T Stephen, Current Opinion in Psychology Volume 10, August 2016, Pages 17-21;

Seminar: targeted and contextual advertising

9. Ethical marketing 9.1. What is Ethics? 9.2. Why should we bother about ethical issues? 9.3. Deficiency needs vs. growth needs; 9.4. Nudge (Nudging); 9.5. Truth, Post-Truth, Pseudo-Truth (Pew Research survey); 9.6. Major themes in the future of the online information environment 9.7. Evolution of Ethics in Advertising 9.8. Variation of ethical norms in different countries 9.9. Sharing Economy 9.10. Circular Economy 9.11. 17 Sustainable Development Goals (SDGs) 9.12. Enduring commercial success

Lectures: 2 ac. hours

Literature:

Required: 1. Wealth, commerce, and philosophy: foundational thinkers and business ethics / Ed. by E. Heath, B. Kaldis; With a foreword by D. N. McCloskey. – Chicago; London: The University of Chicago Press, 2017. – 437 p. – ISBN 978-0-226-44385-0. 2. Environmental economics and sustainability / Ed. by B. C.-a. Lin, S. Zheng. – Chichester: John Wiley & Sons: Wiley-Blackwell, 2017. – 319 p. – ISBN 978-1-119-32820-9.

Optional: 1. Cohen, M. J. The future of consumer society: prospects for sustainability in the new economy / M. J. Cohen. – Oxford; New York: Oxford University Press, 2017. – 214 p. – ISBN 978-0-198- 76855-5. 2. Poveda, C. A. Sustainability assessment: a rating system framework for best practices / C. A. Poveda. – Bingley: Emerald Publishing, 2017. – 459 p. – ISBN 978-1-787-43482-0.

Seminar: long-lasting success in marketing through ethical consumption

2. Control forms for self-instruction and material mastering

1. Essay topics suggested for self-instruction:

2. Qualification exam topics

1. SWOT Matrix; 2. The range of strategies; 3. Data gathering; 4. STP Model. 5. The definition of marketing 6. Marketing perspective; 7. Marketing planning; 8. Business shift; 9. Clusters, K-means; 10. The most valuable startups. 11. Who is the product manager? 12. History of product management; 13. The evolution of product management; 14. Technology boost; 15. Product manager tools; 16. Definition of brand management; 17. History of brand management; 18. The difference between Brand and Trademark; 19. What is Brand awareness? 20. Brand Associations, brand architecture; 21. Brand management tools 22. STP-process; 23. Strategy formation; 24. Product lifecycle stages; 25. Niche Strategy: pros and cons; 26. Red ocean strategy and blue ocean strategy and their canvas 27. ERRC Greed 28. What is a 'Distribution Channel'? 29. Three Types of Distribution Channels; 30. MLM-marketing; 31. The difference between Dealers and Distributors; 32. Wholesalers and retailers; 33. The definition of logistics and its types; 34. International trade; 35. Mode of transport; 36. Merchandising; 37. Physical environment. 38. Advertising Definitions; 39. Marcom mix; 40. Management of the Promotional Tools; 41. Communications management; 42. Advertising in Russia; 43. Internet and TV advertising; 44. Public Relations 45. The Difference Between PR and Journalism; 46. PR vs. Marketing; 47. Media Relations; 48. Public relations tools; 49. Event -management; 50. Sponsorship 51. Digital marketing 52. Theoretical framework; 53. What do they do on the Internet? 54. What is SEO? 55. Cyber Security 56. What is SMM? 57. Fake news influence on business; 58. Digital marketing tools. 59. What is Ethics? 60. Why should we bother about ethical issues? 61. Deficiency needs vs. growth needs; 62. Nudge (Nudging); 63. Truth, Post-Truth, Pseudo-Truth (Pew Research survey); 64. Major themes in the future of the online information environment 65. Evolution of Ethics in Advertising 66. Variation of ethical norms in different countries 67. Sharing Economy 68. Circular Economy 69. 17 Sustainable Development Goals (SDGs) 70. Enduring commercial success

3. Topics for the final project

1. The air market 2. The automotive market 3. Banking market 4. The publishing market (books/magazines/newspapers) 5. Restaurant Market 6. The market of real estate agencies 7. Household chemistry market 8. The market of railway freight transportations 9. The market of event-services 10. The market of Internet providers 11. The market of cinemas 12. The market of cleaning services 13. The market of consulting services 14. The market of cosmetics and perfumery 15. Coffee market 16. The market of large household appliances 17. The market of master's programs of higher education 18. The market of museums 19. The market of premium alcohol 20. The market of radio content (radio stations) 21. Retail market (home appliances/electronics) 22. Retail market (toys) 23. Retail market (cosmetics and perfumery) 24. Retail market (food, including hypermarkets) 25. Retail market (sports goods) 26. The market of storage, delivery, logistics operators 27. The market of construction companies (developers) 28. The market of tobacco products 29. Telecommunications and communication market 30. The market of shopping centers 31. The market of tour operators 32. The market of management companies 33. The market of services of hotels/hostels 34. The market of beauty salons 35. The market of fitness centers 36. Fast-food market 37. Tea market 38. The chocolate market 39. Insurance market 40. Pharmaceutical market

IV. Qualification and Snapshot forms of control.

1. Snapshot control forms: a. 2 Quizzes; b. Final test: c. Student seminar presentations and speeches; d. Participation in seminar discussions; 2. Qualification forms of control: a. Final project; b. Written exam. 3. The total qualification score is inclusive of: a. Cumulative – 60%* b. Written exam, Written examination, with the structure similar to the test, but bigger. Closed questions + 3 opened questions (choose out of 5) 90 minutes – 40%

* Cumulative: students points/160 * 10 (with mathematical rounding) - Seminars – up to 50 points - Final project -up to 60 points - Mini-tests – up to 20 points per each - Final test – up to 30 points

The score ranges from 1 to 10 where: 1,2,3 stand for “unsatisfactory” score 4,5 stand for “satisfactory” score 6,7 stand for “good” score 8,9 stand for “perfect” score 10 stands for “excellent” score

4. Course Output

Beyond the completion of the Course the graduate must: 5.1. Apply basic marketing tools in various business situations; 5.2. Collaborate and manage multicultural managerial teams; 5.3. Know principles of sustainability, responsible consumption and environmental marketing; 5.4. Analyse competitor situation and have the ability to communicate for a better trade-off; 5.5. Have advanced knowledge in marketing theory.