Marketing Communications

Marketing Communications Course is an interactive survey course that examines the nature of product, price, place, and promotion decisions, and investigates how organizations blend these inter-related components to create, capture, and sustain value.

Gregory Troussov
Professor of Marketing at AIBEc.
President of Kontakt-Expert consulting company. Gregory Troussov is the leading Russian marketing consultant and trainer.

Purpose of this Course
Marketing Communications Course is a survey course that examines the nature of product, price, place, and promotion decisions, and investigates how organizations blend these inter-related components to create, capture, and sustain value. The course is designed to provide an overview of the relevant concepts and principles regarding the development of marketing strategy, and illustrate how marketing assists success in competitive environment.

The desired objective is to provide the student with not only an introduction to marketing, but also an opportunity to apply that understanding. To that end, a framework for examining modern day marketing practices (research, branding, advertising, CRM) is presented.

The Course Addresses
  • How to see system organization's indicators.
  • How integrate your own brand into that of the company.
  • How to plan and implement actions aimed at self-promotion within the company.
  • How to build effective interaction with your peers if you would like to do what you like.
  • How to detect company trends.


Course Materials
Handouts and cases from the course package.

Grading
Grading of this course will be based on assignments and class participation.

Course Topics
  1. Introduction: the Goal of Marketing
  2. Understanding Your Consumer
  3. Infogramm
  4. Creating the Creative
  5. Evaluating Advertising Effectiveness
  6. B2B Marketing
  7. Marketing Management

Другие курсы