Ekaterina Sergeevna Zhuk
Research interests:
Field of research - marketing, research interests: competitive marketing strategy, strategic positioning, branding.
Research projects:
The development of the theory of object positioning in the market and in the minds of consumers.
Teaching:
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Strategic marketing
The purpose of mastering the discipline "Strategic Marketing" is to provide students with the required level of knowledge to improve the management of the organization, in the face of an ever-changing competitive environment through the formation of strategic thinking and the development of skills to develop a competitive marketing strategy for the company.
Tasks of the discipline:
- mastering the students' theoretical and methodological foundations for the development and implementation of marketing strategies.
- studying of the basic scientific approaches of strategic management of the company in the conditions of toughening of a competition in the market;
- formation of knowledge in the field of technologies and techniques for analyzing the market situation;
- familiarization with the algorithm of the organization's competitiveness analysis;
- mastering the practical skills of choosing a target market;
- Studying the methodology of macro and micro segmentation of the target market in order to determine the most attractive segment;
- inculcation of theoretical and practical skills of formation of the company's marketing strategy.
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Marketing research
The knowledge, skills and skills that this discipline shapes:
Know: the methodology of marketing research, the subject and objects of marketing research; Principles, functions and methods of marketing research, the main provisions and laws of mathematical analysis, probability theory, methods of economic statistics, the essence and content of search, descriptive and causal research.
Be able to: assess the information needs of the company and ensure its management of operational, complete and reliable information, formulate the problem, the purpose of the problem, the hypothesis of marketing research; Find causal relationships, build econometric models; Methodically correctly conduct research in the field of marketing; To execute the results of marketing research; Structure the process of building marketing models, know the stages of their construction.
Possession: practical skills in developing a marketing research plan; Processing of marketing information and its interpretation; Finding causal relationships and building economic models.
The main content of the discipline:
Module 1 The initial stage of the marketing information processing program
Module 2 Basic analysis of market research data
Module 3 In-depth analysis of market research data
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Segmentation and Positioning
The knowledge, skills and skills that this discipline shapes:
Know: the essence, content and place of market segmentation in marketing activities; Approaches and methods of market segmentation; Procedure for analyzing the structure of market needs; The essence and subject of the strategic positioning system; Method of determining the strategic position of the company, product and personality; Theoretical approaches to the choice of a strategic position in the market; Theoretical provisions for the formation of positioning strategies.
Be able to: conduct an analysis of consumer behavior in the market and determine the factors that affect their purchasing decision-making process; Define a set of criteria for market segmentation; To determine the differences in the specific preferences of consumers; Define a set of methods and tools for positioning the company, product and person; Conduct a qualified market analysis and identify an effective strategic position; Use modern positioning programs; Structuring the process of building a positioning strategy, knowing the stages of its formation and reporting to interested actors; Predict the competitive position of the company, product, personality.
Own: the skills of using statistical methods to reduce the dimension of multidimensional data; System of methods and technologies of market positioning in the specific conditions of the place and time of the functioning of the company, the goods, the individual.
The main content of the discipline:
Module 1 Segmentation of the market
Topic 1. Stages of market segmentation. Create a market map. Profiling of consumers. Identify the relationship between demand-based customer requirements presented to the market.
Topic 2. Identification of key distinctive features (CBS). Creation of microsegments. Determination of the size of microsections.
Theme 3. Identification of key influencing factors (KFV). Formation of segments (association of similar consumers). Segment checking.
Module 2 Definition of segments
Topic 4. Statistical methods for the formation of segments
Module 3 Strategic position of the company
Theme 5. Modern conditions of functioning of market subjects: from the era of mass marketing to customization
Topic 6. Theoretical and methodological approaches to company positioning
Module 4 Positioning of the brand of goods and personality
Topic 7. Tools and methods for positioning goods in the concept of positioning
Theme 8. Methods for determining the competitive strategy of goods on the market
Theme 9. Applied research on formation of brand positioning strategy
Topic 10. Tools and technologies for concept formation and brand identity positioning strategies
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Global brand management
The purpose of studying the discipline is the formation of knowledge, skills and skills in the creation and management of the brand of the product, the company, i.e. Creation and development of key competencies for students, allowing to create competitive advantages of the object on the market due to effective management of the intangible asset.
Content of the discipline
Module 1. Brand: essence, types, legal protection
Theme 1. The essence and content of the brand
Theme 2. Legal protection of brands
Theme 3. Brand management models
Module 2. Branding: Technology and Management
Theme 4. Brand management
Theme 5. Brand positioning
Theme 6. Developing a brand platform and brand promotion
Educational technologies:
- Practical work in the form of a workshop - the organization of academic work aimed at solving a complex educational and cognitive task, which requires the student to apply both scientific and theoretical knowledge and practical skills.
- Practical exercise in the form of presentation - presentation of the results of design or research activities using specialized software environments.
- Business game - the structure is close to the format of scientific research (proof of the relevance of the topic, the definition of the scientific problem, the subject and object of research, goals and objectives, methods, sources, hypothesis, generalization of results, conclusions, designation of new problems).
