annotation of the academic discipline curriculum · 2018. 12. 11. · discipline managerial...

Federal state Autonomous Educational institution of Higher Professional

Education “Peoples’ Friendship University of Russia”

Faculty of Economic

ANNOTATION OF THE ACADEMIC DISCIPLINE

Curriculum

38.04.02. «Management»

specialization «International Marketing»

Москва, 2018

Discipline Managerial Economics

Discipline volume 3 credits (108 hours)

Course description

Course topics Course topics

Topic 1. The concepts of enterprise

model

Topic 2. Alternative models of firm

behavior

Topic 3 Demand and supply

Topic 4 Elasticity issue

Topic 5. Costs in managerial economics

Topic 6. Production function and

Capitail investments

Topic 7. Information Asymmetry

problem

Topic 1. The concepts of enterprise model

The concept of enterprise model and its economic

objectives in the long and short term.

Transaction costs. The hypothesis of profit

maximization.

Non-economic objectives of the company and the

social responsibility of business.

Topic 2. Alternative models of firm behavior

Alternative models of firm behavior: profit

maximization, maximize sales, maximizing growth,

behavior management, maximize value added

(Japanese model). Complexity of the application of

alternative models

Topic 3 Demand and supply

Methods for assessing demand. Consumer balance.

Marginal utility and consumer surplus. The effect of

advertising and promotion. Basic methods of

forecasting demand - mechanical and barometric

model.

Monopolistic competition and oligopoly, the main

differences. Features of pricing in an oligopolistic

market. "Price leadership" and "a broken curve of

demand," price stability in oligopolistic markets.

Cartels and collusion. Non-price factors differentiating

the prices of the products under conditions of

monopolistic competition and oligopoly.

Topic 4 Elasticity issue

The economic concept of elasticity. The influence of

elasticity on the price of products and size of

production. The elasticity of demand for factors of

production. Short-term and long-term elasticity of

supply and demand. The relationship between

elasticity of demand and income of economic agents.

Marginal revenue and demand curve. Cross-elasticity

of substitute products and complementary products.

Elasticity of demand revenue. Other indicators of

elasticity.

Topic 5. Costs in managerial economics

Theory and nature of costs in management decisions.

Types of costs: alternative and straight, sunk and other.

Accounting and economic costs. The initial and

replacement cost.

Costs and production, common variables and marginal

costs. Economic, accounting, and normal profit. The

critical level of loss and interruption.

Topic 6. Production function and Capitail investments

Production function, the distinction between short-term

and long-term production function. The value of

production functions in management decisions. Short-

term analysis of total, average and marginal product.

Optimizations of the production function and profit

maximization.

Types of managerial decisions by analyzing the

effectiveness of planned investment. Evaluation

investment program: method net present value method

and internal rate of return. The rate of return on

investment. Calculation of net present value.

Topic 7. Information Asymmetry problem

Information as an economic resource. Risk and

uncertainty - sources and various parameters.

Measuring the degree of risk, probability distribution.

Program developers:

Associate professor S. Сhernikov

Discipline Strategic Analysis


Course description


Section 1. Introduction to "Modern

strategic analysis"

Section 2. Methodology of strategic

analysis.

Section 3. Tools for strategic analysis

of modern business

Section 4. Strategic alternatives and

strategy formulation

Topic 1. Theoretical problems of competition

and modern strategic analysis. International economic

integration and strategic analysis problems.

Topic 2. General methodological issues of

strategic competitive analysis. Assessment of

conditions for entering international markets. Analysis

of political, legal, economic, socio-cultural and

technological environment of business.

Topic 3. Industry and competitive analysis.

Resource analysis and competencies. Sources of

competitive advantage.

Topic 4. Approaches to strategy development

and selection process. Corporate strategy. Business

strategies and industry life cycles. Modern trends in

strategic management..

Program developers:


Discipline Management organization theory


Course description


Topic 1. Historical and theoretical

foundations

Topic 2. Organization structure

Topic 3. Organization structure: Context

characteristics–

Topic 4. Organization structure plans

Topic 5. Organization design

Topic 6. Organization effectiveness

Topic 7. Personality vs Organization:

interaction aspects

Topic 8. Behavior management in

organization–

Topic 9. Group genesis and dynamics in

organization

Topic 10. Personality behavior

regulation in a group

Topic 11 Group behavior

management in an organization

Topic 12. Organization change

management

Topic 1. Historical and theoretical

foundations

Modern theory of organization. Taylorism. Fayol

principles of management. M.Veber and burocracy

concept. Human relations model. The contribution of

A.Barnard to the modern theory of organization. A

model based on resources: key issues, limitations. The

institutional model of the organization. The model of

transaction costs.

Topic 2. Organization structure

Defining the organizational structure. Functions

of the organizational structure. Mechanisms and tools

of the components integration of the organizational

system. characteristics. Centralization and intra-

organizational relations. The influence of structural

characteristics on employee satisfaction.

Topic 3. Organization structure: Context

characteristics–

Contextual characteristics of the organization.

The objectives and strategies of the organization:

concept, types of goals, multiplicity of goals. Mission,

strategy, operational plans as management tools.

Topic 4. Organization structure plans

Classification of organizational structures.

Functional structure: characteristics, conditions,

effectiveness, restrictions on the use. A network

organization. The virtual organization. The diversity of

structures in the organization. The ratio of different

categories of staff as a structural feature of the

organization.

Topic 5. Organization design

Symptoms of structural inconsistencies. The

relationship of orgprojecteconomica with strategic

planning. The goals and objectives of organization.

Stages of organizational designing. The dependence of

the organizational structure from the stage of the

organization life cycle. The design of the

organizational culture to support the new structure.

Topic 6. Organization effectiveness

The concept of efficiency of the organization.

Efficient and cost effective. Approaches to evaluating

the effectiveness of the organization. Goal approach to

effectiveness.

Four multiple criteria of organizational

effectiveness. Organization as sisters contradictions: a

model of efficiency.

Topic 7. Personality vs Organization:

interaction aspects

Personality characteristics: values, attitudes, their

formation and change; ability and skills, the "big five"

concept. The influence of personality characteristics on

organizational behavior of the individual.

Topic 8. Behavior management in

organization–

Organizational management of motivation.

Motivation through goal-setting. Feedback.

Assessment of the work. A study of the effectiveness

of the system of controlling the behavior of individuals

in organizations.

Topic 9. Group genesis and dynamics in

organization

Social facilitation and social inhibition. The

concept of the group. The types of groups. The

Genesis and development of small groups. Factors

influencing the effectiveness of groups in

organizations.

Topic 10. Personality behavior regulation in a

group

Conformity as a factor of group interaction. The

conformal factors of behavior.

Norms and group effectiveness. The definition of

the concept, mechanisms of formation, characteristics

of group norms, functions in the group process. How

to change group norms.

Topic 11. Group behavior management in an

organization

Leadership in the group: the relationship

between the concepts. Theory of leadership. Group

decision-making.

The influence of minorities on the decision. The

concept of team. Kinds of commands. Building an

effective team.

Topic 12. Organization change management

Innovation: concept, types. Types of reactions to

innovations in the organization.

The causes of resistance to innovations.

Strategies to overcome resistance to innovations.

Tactics of implementing change. Management

support organizational changes.

Program developers:


Discipline Marketing metrics


Course description

Course topics Summary of the topics Topic 1. The marketing information system.

Principles of design and content.

Topic 2. Assessment of effectiveness of the

company.

Topic 3. Indicators of financial and economic

situation.

The discipline has an applied nature

and is aimed at developing the skills of

determining effectiveness of marketing efforts

and activities in general. The whole process of

marketing activities is based on estimations of

internal and external environment activities.

Therefore it is necessary to build a system of

Topic 4. Indicators of commodity production.

Topic 5: Indicators of the distribution system.

Topic 6. Performance and evaluation of

communication with the client.

Topic 7. Market Indicators (external) of the

company.

Topic 8. Estimation of the profitability of the

market segment.

Topic 9. Evaluating the effectiveness of

marketing activities

marketing performance indicators, such as an

assessment (including economic) of goods

supply, communication actions of the company

and other market characteristics. The meaning

of the concept of "description of marketing

activities", as well as of system of relevant

parameters is described in correspondence with

the type of business activity of the enterprise

and with characteristics of market conditions.

The discipline aims at developing

students' skills of evaluating internal and

external performance of the enterprise, and of

judging the effectiveness of marketing

projects.

Tasks of the course:

1) development of applied aspects of

formation of a marketing information

system;

2) to get knowledge about performance

indicators of enterprise on the market;

3) the development of skills in analyzing

information;

4) to get acquainted with the methods of

determining economic effectiveness in the

business;

5) to get acquainted with the methods of

determining effectiveness of marketing

activities;

6) development of analytical skills of

assessing the experience of domestic and

foreign companies for the implementation

of benchmarking.

Program developers:

Associate professor D. Yampolskaya

Discipline Trade marketing


Course description

Course topics Summary of the topics

Topic 1. Features of trade marketing

Topic 2. Subjects of trade marketing

Topic 3. Strategic directions of the

retail trade enterprise

Topic 4. Marketing approach to the

formation of assortment policy of commercial

enterprise

Topic 5. Features of pricing in retail

trade

Topic 1. Features of development of trade

marketing in Russia. The evolution of marketing and

management concepts in the retail sector. The structure

of the marketing environment of the commercial

enterprise.

Topic 2. Classification of trade enterprises by

type of transfer of goods. Classification of stationary

trade enterprises by types and types. Types of semi-

stationary retail trade. Forms of trade service. Sales of

Topic 6. Formation of communicative

policy of commercial enterprise

Topic 7. The basic procedures of

merchandising

Topic 8. Merchandising-based sales

technologies

goods as a service.

Topic 3. Strategy of target marketing of retail

trade enterprise. Market segmentation and

segmentation goals. Signs of segmentation of the retail

trade enterprise market. Evaluation and selection of

segments. Sales strategy.

Topic 4. The specifics of the trading range. The

main indicators characterizing the trade range: width

(breadth), depth, stability, balance. The process of

formation of the range of retail trade enterprises and its

stages. Classification of goods based on market

behavior.Analysis of assortment policy. ABC -

analysis and analysis of assortment structure by BCG

matrix.

Topic 5. Approach to the purpose of the price

of goods. Factors taken into account by the trading

company in the appointment of prices: cost, economic,

specific market segment, the autonomy of the

enterprise in the appointment of prices. Basic pricing

strategies: the strategy of everyday low prices strategy

high/low prices and combination strategy.Other

popular pricing tools: coupons, discounts, plastic cards

(club or discount), price leadership, price alignment,

odd and non-round prices, multiple pricing,

multidimensional pricing, pricing with the inclusion of

"bait", prestigious pricing.

Topic 6. Structure of marketing

communications complex: advertising, filling of BTL

events complex in Russia (sales promotion, event

marketing and merchandising), modern forms of direct

marketing and public Modern interpretations of

merchandising.

Topic 7. Presentation of goods in the trading

floor: types of display of goods (horizontal, vertical,

display, boutique and pallet), methods of presentation

of goods. On-site advertising and POS materials. Five

functional areas of the store and the classification of

POS-advertising on a functionally oriented basis.

Selection of music and smells.

Topic 8. The layout of the trading hall. Types

of technological layout of the trading hall: linear

(grid), side (track or loop), mixed, exhibition and free

(arbitrary). Hot and cold zones of the trading hall.

Cross-trade and sale of goods by ABC method.

Program developers:

Senior Lecturer Kalygina V.V.

Discipline Marketing management in international

companies


Course description


1. Marketing Process Topic 1. The role of marketing in company management

The functions and objectives of marketing. Disadvantages of traditional

marketing. New priorities of the marketing function.

Operational and strategic marketing: the concept, the basic goals,

objectives,differences

Topic 2. Environment and conditions of effective marketing

Environmental factors

2. 5P Management Topic 3. Commodity policies company

The content of commercial policy: the problem, the elements, requirements

for commercial policy. The main stages of developing a new product.

Analysis of the commercial situation: forecasting sales.

products.

Topic 4. Managing product assortment

The structure of the product range. Major decisions on the range of goods:

Decisions about the breadth of product portfolio, the decision to expand

the number of commodities, the decisions on the basis of the matrix BCG.

Assessment of the prospects of the product.

products.

Topic 5. Firms' pricing power.

Types of pricing policy of the firm. Develop pricing strategies.

Stages of implementation of pricing policies. Objectives of pricing. Factors

of pricing.

Topic 6. Sales management

Main function of sales activity

Topic 7. Marketing logistics

Marketing logistics aim. Functions of marketing logistics: order

processing, storekeeping, stock size, shipping, saves promotion control and

assessment.

Topic 8. Sales service management.

Aims and functions of selling service. Selling service methodological

support. Selling service structure. Selling service measure in terms of

Topic 9. Complex of means of promotion

Elements, choice of complex. The notion of ATL and BTL.

Development of A&P budget.

3. Planning and

control

TOPIC 10. Strategy, tactics and other aspects of marketing

operations

Analysis of the current situation of the company.

TOPIC 11. Marketing organization in the company

The status, functions and organizational structure of the marketing

department.

TOPIC 12. Monitoring and control of the company

Basic principles of monitoring and control.

Program developers:

Senior Lecturer Kalygina V.V.

Federal state Autonomous Educational institution of Higher Professional Education

“Peoples’ Friendship University of Russia”

Faculty of Economic

ANNOTATION OF THE ACADEMIC DISCIPLINE

Curriculum

38.04.02. «Management», specialization «International Marketing»

Discipline Digital Marketing


Course description


Topic 1. Global trends of shopper

Topic 2. Digital marketing definition &

glossary.

Topic 3. Digital Marketing Tactics & KPIs

Topic 4. Digital Marketing for B2B & B2C

Topic 5. Benefits of Digital Marketing

Topic 1. Global trends of shopper

Key retail & shopper macro forces. Shopper & retailer

tensions: convenience, curation, connectivity,

experience.

Topic 2. Digital Marketing definition & glossary

Main terms & tools of digital marketing. Principles &

purpose of usage.

Topic 3. Digital Marketing Tactics & KPIs

Definition of digital marketing tactics. Main KPIs for

supporting digital marketing campaigns goals.

Topic 4. Digital Marketing for B2B & B2C

Difference of digital marketing metrics for B2B &

B2C. Main principles of using digital marketing tools

for both types of businesses.

Topic 5. Benefits of Digital Marketing

ROI measurement. Unique visitors. Conversion rate.

Lead generation. Catching target audience.

Program developers:

Assistant Elena Fedorenko

Discipline New trends in international tourism industry


Course description


Topic 1. Theoretical

aspects of the

organization of the

tourism market

The tourist market as a medium for the operation of tourist

enterprises. The market as a form of consumption organization:

classification, structure, hierarchy. Classification of tourist

markets: international, national, regional

Topic 2. Factors

forming the tourism

market

Resource component of the formation of the tourism market.

Demographic factors and the assessment of labor resources as a

condition for the development of the regional tourism market. Life

cycles of tourist markets.

Topic 3. Regularities

of the functioning of

the tourist market

Tourist demand and tourist offer. Economic patterns of the

formation of the tourism services market. Model of balanced

functioning of the tourism market.

Topic 4. Management

of the tourist market

Influence of the state on the tourism market. Tourist organizations.

Their influence on the organization of the tourism market. The

role of tourism enterprises in the development of the tourism

market

Topic 5. Features of

tourist markets of the

world from the point of

view of consumers of

tourist services

Segmentation as the choice of the most promising target market.

Tourist markets for the purpose of travel.

Tourist markets for tourist spending. Features of tourist markets by

age of travelers. Tourist markets by the psychotype of tourists.

Topic 6. Directions for

monitoring the world

tourism market

Monitoring of market processes and market conditions

Monitoring the competitor's market. Monitoring of the market of

service providers in tourism.

Topic 7. Tourist

system: features of

formation.

Periodization of world tourism. Tourism policy: definition and

meaning. Development of tourism at the present stage. The role

and importance of UNWTO. Tourist arrivals: their structure.

Topic 8. Modern

trends in the

development of the

tourism market

World trends in the development of the tourism market.

Transnationalization of market processes in the tourism industry.

Integration processes and their impact on the tourism market. The

processes of globalization in world tourism

Topic 9. Quality of

tourism service

Documents on tourist product organization

Tourism product quality management

Topic 10. Tourist

formalities

Passport and visa formalities.

Customs formalities.

Medico-sanitary formalities.

Program developers:

Assistant __________________ V.I. Noha

Discipline National and regional branding


Course description


Topic 1. Introduction to

discipline

Development of trade marks: from brand of artisan to brand. Basic

definitions and categories of trademarks: the concept, the properties of a

strong brand, the function of a brand, a branded product. Brand: concept

and types. Brand and brand: similarities and differences.

Topic 2. Branding in

modern conditions.

Branding (brand policy): definition and main stages. The objectives of

branded policy. Toolkit vintage policy. Prerequisites and dynamics of

branding development. Two traditions of branding: Anglo-American

(Western) and Japanese (Asian) models. Formulating your own

approach to brand building.

Topic 3. Preparatory

stage of branding.

Characteristics of the stage "Analytics" and its activities. The concept of

"market segmentation." Psychographic segmentation of the market.

Segmentation of consumers by type "Brand - Consumer".

Characteristics of the stage "Justification of actions" and its main

activities. The concept of the brand platform. Brand positioning in the

market. Repositioning. Reasons for repositioning.

Theme 4.

The projective stage of

branding.

Characteristics of the stage "Creation of the name / trademark" and its

activities. Introduction to the VAAL program. Characteristics of the

stage "Creative work", its main activities. Development of the design

concept (including the basic style-building elements and packaging).

Preparation of an advertising campaign.

Theme 5.

Promoting the brand to

the market

The main elements of the promotion complex: concepts and types. Price

and non-price methods of sales promotion. The introduction of the

brand on the market and its maintenance. Characteristics of measures to

increase the strength of the brand.

Theme 6.

Brand strategy

The strategy of expanding the product line (family brand). Strategy for

expanding the boundaries of brand use. Multimark strategy. The

strategy of corporate brands. The strategy of new brands. Global brand

strategy. Vintage strategies in the context of mergers and acquisitions.

Theme 7. The

architecture of brands in

the company and their

cannibalism

The notion of "brand architecture" and "brand cannibalism". The causes

of cannibalism brands. The problem of over-branding and ways to deal

with it. Multibrand and umbrella brand - the main difference. Stretching

and expanding the brand.

Theme 8. Brand brand

equity and the problem

of valuation of its value

The value and value of brands. Capitalization of brands. Methods of

valuation of branded capital. Estimation of the value of Russian brands.

Theme 9. Manage brand

loyalty

Degree of brand loyalty. Learn brand loyalty. The program of formation

of loyalty to the brand. Features of loyalty to the brand of Russian

consumers. Anti-loyalty.

Theme 11. Branding in

modern world. The main

problems of promoting

domestic brands.

Prospects for the development of Russian branding. The main problems

of domestic branding and ways to increase the effectiveness of brand

strategies of national manufacturers

Program developers:

Assistant __________________ Noha V.I.

Discipline International Economics


Course description


Topic 1. Modern international economics.

Concept and types of theories of international

trade

Topic 2. International trade in the system of

International Economics

Topic 3. State regulation of international trade:

the theory and practice.

Topic 4. International finance and capital

markets.

Topic 5. State payment balance as a unifying

indicator in International Economics

Topic 6. International monetary and financial

relations.

Topic 1. The object, subjects, trends and features of the

mechanism of realization of international economics.

Russian Federation in the system of modern

international economics. The classical theory of

international trade: mercantilist model, the theory of

absolute advantages of Adam Smith and comparative

advantage David Ricardo: history of development, the

main provisions and recommendations for trade policy.

The theory of the correlation of the factors of

production Heckscher–Ohlin. Theorem (T. M.

rybczynski: history of development and verification

("Dutch disease").

Topic 2. Modern international trade and its main

indicators. The valuation principles of international

trade performance. Features of the geographical and

commodity structure of international trade. Factors

determining the necessity of international trade. The

concept and structure of the international services

market. Dynamics and main directions of international

tourism. Features of international technology market.

Transport in the system of world trade in services.

Telecommunications services in the world economy.

Topic 3. Directions and forms of the modern foreign

policy of States. Characterization and classification of

modern methods of tariff regulation of foreign trade.

International (multilateral) foreign trade regulation.

Purpose, history, structure and principles of

functioning of the world trade organization (WTO).

Russia and the WTO: pros and cons of Russia's

membership in WTO.

Topic 4. The nature of the mechanism and forms of

international capital flows. Direct and portfolio foreign

investments and their performance. International

borrowing and lending. The approaches of both

creditors and debtors to resolve the debt crisis. Russia

and the debt crisis. Role of international monetary

institutions in the resolution of the debt crisis

Topic 5. Balance of payment: concept, basis of

preparation, characterization, and classification

methods of his articles. The structure of the balance of

payments: trade balance, current account balance,

official balance of payments. The analysis of the

balance of payments leading countries of the world.

The modern condition of the Russian balance of

payments.

Topic 6. The concept and features of development of

international currency relations at the present stage.

The nature, structure and evolution of the world

monetary system. The relationship and differences of

national and world currency systems. The place and

role of the international monetary and banking

organizations in the system of international economic

relations.

Program developers:


Discipline Global consumer trends


Course description


Topic 1. Consumer markets and consumer

purchasing behavior

Topic 2. Characteristics of the buyer and the

modeling of consumer behavior considering

external factors

Topic 3. The world economy and patterns of

formation. Modern approaches to the typology

of countries.

Topic 4. Integration processes in world

economy

Topic 5. Consumer potential of the world

economy

Topic 6. Socio-economic trends consumption

in the world.

Topic 7. Sustainable development and

consumption

Topic 8. The impact of digital technologies on

consumer and marketing strategy in the world.

Topic 1. Features of marketing research of consumer

behavior. The essence of the analysis of consumer and

types of consumer behavior. The theory of consumer

behavior. The theory of rational consumption. The

theory of relations and behavior. Task 1: Analysis of

specific educational situations for the study of

consumer behavior.

Topic 2. The culture of a society as an important factor

of external influence on consumer behavior. The

classification of cultural values: other-oriented;

focused on nature; directed to oneself. High and low

context culture. The impact of information by "word of

mouth". The household and the family as the primary

external factor of consumer behavior. Changes in

household structure and marketing. Role behavior in

family purchases and its use in marketing decisions.

Topic 3. Main categories and indicators characterizing

the condition and dynamics of development of MAE.

Indicators international comparison of development of

countries (GDP, GNP and NI, the Index of human

development). The essence of the international

division of labor (MRI). The main characteristics and

development trends of the international division of

labour.

Topic 4. Background, objectives and stages of

economic integration. Forms and levels of

development of modern integration associations. The

introduction of the single European currency and its

implications. North American free trade area. Features

and problems of regional integration in North America.

Integration agreements in Latin America, Africa, the

Arab States, parts of Asia. Features of international