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  +
= Business Development, Sales and Marketing in IT Industry =
−
= Founder Project =
  
−
* '''Course name''': Founder Project
 +
* '''Course name''': Business Development, Sales and Marketing in IT Industry
−
* '''Code discipline''':
+
* '''Code discipline''': S22
−
* '''Subject area''': Technical Entrepreneurship
 +
* '''Subject area''': all around marketing and sales in IT industry.
   
 
== Short Description ==
  
== Short Description ==
  +
This course contains two important for successful company parts: marketing and sales.
−
This course is a combination of mentorship and workshops created for the support and development of a student-founder during his study. All workshops are practically oriented and help to systematize and practically imply all knowledge and skills. Moreover, the workshop has an important psychological meaning for a founder - they are designed to help to reflect, get the answers for important questions and overcome the challenges. Individual work with mentors is combined with group meetings where students progress the creation of their community of the founders and can share their opinions, thoughts, etc. In addition to that, the workshops are targeting to train founders to effectively face important events/cases (“critical incidents”) that happen in their entrepreneurial life.
 
  +
These are the parts that are linked with each other - it is very difficult to sell without marketing support and it is very difficult to achieve results with marketing efforts only.
  +
Marketing part, starting from defining things like developing marketing strategy for the companies, finally offers practical tools of digital marketing. We will explore new digital reality and its impact on IT business. We will learn success stories of real businesses and how companies are adapting to the new changing landscape.
  +
The second part of the course covers important things for every company's success – the sales process. Understand how to attract customers in negotiations, how to “get to yes” getting great deals, how to control the sales funnel – you will get the understanding how it works and try it in practice.
   
 
== Prerequisites ==
  
== Prerequisites ==
   
 
=== Prerequisite subjects ===
  
=== Prerequisite subjects ===
−
* N/A
 +
* HSS310
   
 
=== Prerequisite topics ===
  
=== Prerequisite topics ===
  +
* Basic IT industry knowledge
−
* Progress check-up, Q&A session, Critical incidents (CI) analysis, Reflection and feedback
  
  +
* Basic marketing knowledge
−
* Management of a startup: key issues
  
−
* Soft and hard skills of a founder
  
   
 
== Course Topics ==
  
== Course Topics ==
Line 24: Line 26:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
−
| Section 1:<br>Basic ||
+
| Marketing Strategy ||
  +
# Types of markets
−
# Basic for all topics:
  
  +
# Product-centric marketing
−
# Progress check-up
  
  +
# Customer-centric marketing
−
# Q&A session
  
  +
# Developing Marketing Strategy
−
# Critical incidents (CI) analysis
  
−
# Reflection and feedback
  
−
# Main topics for the workshops:
  
−
# Being an entrepreneur: challenges and advantages
  
−
# How to work with a mentor
  
−
# Science and entrepreneurship: synergy effect
  
−
# Step by step to success: how to measure your business progress
  
−
# Developing entrepreneurial thinking
  
−
# Self presentation and pitching
  
−
# Techniques of self-effectiveness for an entrepreneur
  
−
# Business mission: creating value on the market
  
−
# Planning and strategic projecting
  
−
# Teambuilding
  
−
# Problem-solving and flexibility in entrepreneurship
  
−
# Customer relationships
  
−
# Rise and fall”: how to learn from your mistakes
  
−
# Work/life balance for an entrepreneur
  
−
# Where to find inspiration and to inspire others in business
  
 
|-
  
|-
  +
| Marketing tools ||
−
| Section 2:<br> Advanced ||
 
  +
# Brand&Presentation
−
# Basic for all topics:
  
  +
# Analytics
−
# Progress check-up
  
  +
# Content
−
# Q&A session
  
  +
# SMM
−
# Critical incidents (CI) analysis
  
  +
# Context advertising
−
# Reflection and feedback
  
  +
# E-mail marketing
−
# Main topics for the workshops:
  
  +
|-
−
# Forming entrepreneurial identity: how to face CI effectively
  
  +
| Sales ||
−
# Entrepreneurial strategies
  
  +
# CRM systems
−
# Competitiveness and high professional value of a startup founder
  
  +
# B2B
−
# Mentorship and advisory for a startup
  
  +
# B2C
−
# Investor relationship
  
  +
# Negotiations
−
# Community management of IT-entrepreneur
  
  +
|-
−
# Implementation of a business model: flexibility and adaptation
  
  +
| Final Project Presentation ||
−
# Team building and human potential development
  
  +
# Presentation of marketing&sales strategy and tactics for startup
−
# Networking: how to add and create value
  
−
# Finance and money attitude of a startup founder
  
−
# Client orientation
  
−
# Pitch-deck design and pitching to various audiences
  
−
# Startup founder as a seller
  
−
# Risk-management for an IT-startup
  
−
# Creating brand that matters: how to make a valuable impact
  
 
|}
 
|}
 
== Intended Learning Outcomes (ILOs) ==
  
== Intended Learning Outcomes (ILOs) ==
   
 
=== What is the main purpose of this course? ===
  
=== What is the main purpose of this course? ===
  +
This course aims to give students the skills of developing a winning marketing strategy for a startup, as well as the skills to implement marketing strategy using real digital-marketing tools and sales tactics for a startup product.
−
The main purpose of this course is to enable a student to progress with the development of the business project effectively dealing with a mentor and participating in workshops on main topics needed for a startup founder.
 
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 79: Line 58:
 
==== Level 1: What concepts should a student know/remember/explain? ====
  
==== Level 1: What concepts should a student know/remember/explain? ====
 
By the end of the course, the students should be able to ...
  
By the end of the course, the students should be able to ...
  +
* Develop naming, presentation, and product offer
−
* know what is a progress check up, Critical incident, reflection in entrepreneurship,
  
  +
* Use digital marketing tools
−
* explain main management concepts for a startup
  
  +
* Use CRM
−
* explain all basic elements needed for a project realization
  
  +
* Sell its product
−
* explain challenges and advantages of being a startup founder
  
−
* know what is entrepreneurial thinking and how to develop it,
  
−
* basic concepts of working with mentor
  
   
 
==== Level 2: What basic practical skills should a student be able to perform? ====
  
==== Level 2: What basic practical skills should a student be able to perform? ====
 
By the end of the course, the students should be able to ...
  
By the end of the course, the students should be able to ...
  +
* Skills of market type identification
−
* deal with a mentor and advisors,
  
  +
* Skills in developing naming, presentations, product offerings
−
* use scientific research in business,
  
  +
* Skills of context advertising
−
* measure business progress,
  
  +
* Skills of SMM doing
−
* do self presentation and pitching,
  
  +
* Skills of content marketing
−
* create a business mission,
  
  +
* Skills of e-mail marketing
−
* plan and do strategic projecting
  
−
* team building,
  
−
* perform problem-solving and flexibility,
  
−
* manage customer relationships,
  
−
* get right conclusions from the mistakes,
  
−
* organize work/life balance,
  
−
* to inspire others in business,
  
−
* face CI effectively using various entrepreneurial strategies,
  
−
* provide startup and self-competitiveness,
  
−
* manage with investors,
  
−
* do networking and community management
  
−
* pitch to different audiences,
  
−
* implement client orientation to their company,
  
−
* risk-management,
  
−
* branding.
  
   
 
==== Level 3: What complex comprehensive skills should a student be able to apply in real-life scenarios? ====
  
==== Level 3: What complex comprehensive skills should a student be able to apply in real-life scenarios? ====
 
By the end of the course, the students should be able to ...
  
By the end of the course, the students should be able to ...
  +
* Skills for valuation the market environment
−
* Check the progress of a startup, make a reflection, face with the main critical incidents for a founder
  
  +
* Skills how to find the right addressable market for its product
−
* Effectively deal with a mentor, participate in the student business community providing a value,
  
  +
* Skills of web analytics
−
* Develop a founder project systematizing all concepts and using all basic elements of startup management.
 
  +
* Skills of CRM using
  +
* Sales skills to various types of clients
 
== Grading ==
  
== Grading ==
   
Line 122: Line 87:
 
! Grade !! Range !! Description of performance
  
! Grade !! Range !! Description of performance
 
|-
  
|-
−
| A. Excellent || 90-100 || -
 +
| A. Excellent || 90-100 || Pass
 
|-
  
|-
−
| B. Good || 75-89 || -
 +
| B. Good || 75-89 || Pass
 
|-
  
|-
−
| C. Satisfactory || 60-74 || -
 +
| C. Satisfactory || 60-74 || Pass
 
|-
  
|-
−
| D. Fail || 0-59 || -
 +
| D. Fail || 0-59 || Fail
 
|}
  
|}
   
Line 137: Line 102:
 
! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
−
| Assignment || 50
 +
| Seminar classes || 40
 
|-
  
|-
  +
| Interim performance assessment on the results of lecture assignments and its presentations || 30
−
| Quizzes || 15
  
 
|-
  
|-
−
| Peer review || 15
 +
| Final presentation || 30
−
|-
  
−
| Demo day || 20
  
 
|}
  
|}
   
 
=== Recommendations for students on how to succeed in the course ===
  
=== Recommendations for students on how to succeed in the course ===
−
Participation is important. Showing up is the key to success in this course.<br>You will work in teams, so coordinating teamwork will be an important factor for success. This is also reflected in the peer review being a graded item.<br>Review lecture materials before classes to do well in quizzes.<br>Reading the recommended literature is optional, and will give you a deeper understanding of the material.
 +
The student is recommended the following scheme of preparation for classes:<br>Marketing and sales are much more about hypothesis testing and math, than creativity. Therefore, it is so important for students to try the acquired knowledge in real practice, doing small tasks after each lecture.<br>Finally, we will try to assemble a working strategy for a startup from these tasks.<br>Moreover:<br>Participation is important. Showing up is the key to success in this course.<br>Reading the recommended literature is optional, and will give you a deeper understanding of the material.
   
 
== Resources, literature and reference materials ==
  
== Resources, literature and reference materials ==
   
 
=== Open access resources ===
  
=== Open access resources ===
  +
* Андрей Кравченко. Неидеальная стратегия для идеальной компании.
−
* Five insightful TED talks every startup founder should watch
  
  +
* Peter Fader. Customer Centricity.
−
* How to find a mentor
  
−
* How to succeed with a statup
  
−
* How to build a future https://www.ycombinator.com/library/6G-how-to-build-the-future
  
   
 
=== Closed access resources ===
  
=== Closed access resources ===
  +
* Viktor Pelevin. Empire V.
−
* The 23 Best Books for Startup Founders at Any Stage https://visible.vc/blog/books-for-founders/
  
  +
* W. Chan Kim, Renee Mauborgne. Blue Ocean Strategy.
  +
* Eric ries. Lean startup.
  +
* Simon Kingsnorth. Digital Marketing Strategy.
  +
* Chet Holmes. The Ultimate Sales Machine.
   
 
=== Software and tools used within the course ===
  
=== Software and tools used within the course ===
  +
* Standard office tools for Tables, Text and Presentation
−
 
 
= Teaching Methodology: Methods, techniques, & activities =
  
= Teaching Methodology: Methods, techniques, & activities =
   
Line 168: Line 133:
 
|+ Teaching and Learning Methods within each section
  
|+ Teaching and Learning Methods within each section
 
|-
  
|-
−
! Teaching Techniques !! Section 1 !! Section 2
 +
! Teaching Techniques !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
−
| Problem-based learning (students learn by solving open-ended problems without a strictly-defined solution) || 1 || 1
 +
| Problem-based learning (students learn by solving open-ended problems without a strictly-defined solution) || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Project-based learning (students work on a project) || 1 || 1
 +
| Project-based learning (students work on a project) || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Contextual learning (activities and tasks are connected to the real world to make it easier for students to relate to them); || 1 || 1
 +
| Business game (learn by playing a game that incorporates the principles of the material covered within the course). || 1 || 1 || 1 || 1
 
|-
  
|-
  +
| Task-based learning || 1 || 1 || 1 || 1
−
| Business game (learn by playing a game that incorporates the principles of the material covered within the course). || 1 || 1
  
  +
|}
  +
{| class="wikitable"
  +
|+ Activities within each section
 
|-
  
|-
  +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
−
| развивающего обучения (задания и материал "прокачивают" ещё нераскрытые возможности студентов); || 1 || 1
  
 
|-
  
|-
  +
| Lectures || 1 || 1 || 1 || 0
−
| концентрированного обучения (занятия по одной большой теме логически объединяются); || 1 || 1
  
 
|-
  
|-
−
| inquiry-based learning || 1 || 1
 +
| Interactive Lectures || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Just-in-time teaching || 1 || 1
 +
| Lab exercises || 1 || 1 || 1 || 0
−
|}
  
−
{| class="wikitable"
  
−
|+ Activities within each section
  
 
|-
  
|-
  +
| Cases studies || 1 || 1 || 1 || 0
−
! Learning Activities !! Section 1 !! Section 2
  
 
|-
  
|-
−
| Lab exercises || 1 || 1
 +
| Individual Projects || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Cases studies || 1 || 1
 +
| Peer Review || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Individual Projects || 1 || 1
 +
| Discussions || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Group projects || 1 || 1
 +
| Presentations by students || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Discussions || 1 || 1
 +
| Written reports || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Presentations by students || 1 || 1
 +
| Simulations and role-plays || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Simulations and role-plays || 1 || 1
 +
| Experiments || 0 || 1 || 1 || 0
 
|-
  
|-
−
| Oral Reports || 1 || 1
 +
| Group projects || 0 || 0 || 0 || 1
 
|}
 
|}
 
== Formative Assessment and Course Activities ==
  
== Formative Assessment and Course Activities ==
Line 217: Line 182:
 
! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| after lecture assignments || Define target audience and describe type of market for your product. || 1
−
| Individual and group reflection || Progress check-up<br>Q&A session<br>Critical incidents (CI) analysis<br>Reflection and feedback<br> || 1
  
 
|-
  
|-
  +
| after lecture assignments || Make 3 cusdev with potential/existing customers of your product. || 1
−
| Training || Business training on the topic of the workshop with the aim to concept understanding, the skills development, knowledge systematization and practical implementation. || 0
  
 
|-
  
|-
  +
| after lecture assignments || Develop your marketing strategy and present it in-class. || 1
−
| Group project || 5-minutes group pitches on the topic of the current class. <br><br><br>Suggested structure:<br>- What is the main problem a Founder can face here?<br>- What are the main techniques/instruments he can use?<br>- What are the main strategies of implementation?<br>- What is a practical value? <br>- What else can we propose?<br> || 1
  
−
|-
  
−
| Individual presentation || Students make presentations showing the ways of practical implementation of the business aspect that was discussed in current class into their startup. || 1
  
 
|}
 
|}
 
==== Section 2 ====
  
==== Section 2 ====
Line 231: Line 194:
 
! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| after lecture assignments || Write a marketing article about your product or technology in the informational style manner. || 1
−
| Individual and group reflection || Progress check-up<br>Q&A session<br>Critical incidents (CI) analysis<br>Reflection and feedback<br> || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. || 1
−
| Training || Business training on the topic of the workshop with the aim to concept understanding, the skills development, knowledge systematization and practical implementation. || 0
  
 
|-
  
|-
  +
| after lecture assignments || Create a semantic core for your product and determine the current positions on your landing page. Determine key marketing metrics, including conversion rate, on your landing page. || 1
−
| Group project || 5-minutes group pitches on the topic of the current class. <br><br><br>Suggested structure:<br>- What is the main problem a Founder can face here?<br>- What are the main techniques/instruments he can use?<br>- What are the main strategies of implementation?<br>- What is a practical value? <br>- What else can we propose?<br> || 1
  
  +
|}
  +
==== Section 3 ====
  +
{| class="wikitable"
  +
|+
  +
|-
  +
! Activity Type !! Content !! Is Graded?
  +
|-
  +
| after lecture assignments || Create the sales funnel of your product and present it in-class. || 1
  +
|-
  +
| after lecture assignments || Create the budget for your marketing and sales activities and approve it with management. || 1
 
|-
  
|-
  +
| in-class exercise || “Sell me the pen” exercise. || 1
−
| Individual presentation || Students make presentations showing the ways of practical implementation of the business aspect that was discussed in current class into their startup. || 1
  
 
|}
 
|}
  +
==== Section 4 ====
  +
 
=== Final assessment ===
  
=== Final assessment ===
 
'''Section 1'''
  
'''Section 1'''
  +
#
−
# Grading criteria for the final project presentation:
  
  +
−
# The student shows his ability to measure business progress, reflect and make conclusions,
  
  +
For the final assessment, students have to prepare a full project of marketing and sales promotion of their IT product and present it on the exam. The project should contain the next parts:
−
# The student can show that he can face main business critical incidents effectively using various strategies,
  
  +
−
# Students show that his dealing with a mentor is productive,
  
  +
The idea of your product/service.
−
# Demonstrates effective practical implementation of the following concepts/issues: implementation of scientific work into business practice, business mission, strategical projecting, team building, problem-solving and flexibility, customer relationship, work/life balance.
  
  +
Define your market.
−
# Performs good communication, pitching and presentation skills, inspired by the project, eager to develop it.
  
  +
Analise what type of market.
  +
Target segment, who should we talk to?
  +
What is your main message(s)?
  +
What should we do to achieve the addressable market?
  +
Brand promotion, knowledge, interest, coverage, sales etc.
  +
Media design.
  +
How should we say it? Creative strategy&content.
  +
Channel (media) strategy.
  +
How do we reach them? Evidence on a real case.
  +
Budget.
  +
Money for promotion.
  +
How to close deals. Evidence on a real case.
  +
Measurement.
  +
How we control the result. Evidence on a real case.
  +
 
'''Section 2'''
  
'''Section 2'''
  +
−
# Grading criteria for the final project presentation:
  
  +
'''Section 3'''
−
# The student shows his ability to measure business progress, reflect and make conclusions,
  
  +
−
# The student can show that he can face main business critical incidents effectively using various strategies,
  
  +
'''Section 4'''
−
# Students show that his dealing with a mentor is productive,
  
  +
−
# Demonstrates effective practical implementation of the following concepts/issues: founder’s competitiveness and professional value, investor relationship, community management, business modeling, finance management, networking, team building and human potential management, client orientations, sales, risk-management and branding.
  
−
# Performs good communication, pitching and presentation skills, inspired by the project, eager to develop it.
  
   
 
=== The retake exam ===
  
=== The retake exam ===
Line 259: Line 248:
 
# .3 The retake exam.
  
# .3 The retake exam.
   
−
For the retake, students have to upgrade their final presentation according to the recommendations provided by the professor during their exam.
+
For the retake, students have to implement a product and follow the guidelines of the course. There has to be a meeting before the retake itself to plan and agree on the product ideas, and to answer questions.
−  
 
'''Section 2'''
  
'''Section 2'''
  +
  +
'''Section 3'''
  +
  +
'''Section 4'''

Revision as of 13:09, 7 July 2022

Business Development, Sales and Marketing in IT Industry

  • Course name: Business Development, Sales and Marketing in IT Industry
  • Code discipline: S22
  • Subject area: all around marketing and sales in IT industry.

Short Description

This course contains two important for successful company parts: marketing and sales. These are the parts that are linked with each other - it is very difficult to sell without marketing support and it is very difficult to achieve results with marketing efforts only. Marketing part, starting from defining things like developing marketing strategy for the companies, finally offers practical tools of digital marketing. We will explore new digital reality and its impact on IT business. We will learn success stories of real businesses and how companies are adapting to the new changing landscape. The second part of the course covers important things for every company's success – the sales process. Understand how to attract customers in negotiations, how to “get to yes” getting great deals, how to control the sales funnel – you will get the understanding how it works and try it in practice.

Prerequisites

Prerequisite subjects

  • HSS310

Prerequisite topics

  • Basic IT industry knowledge
  • Basic marketing knowledge

Course Topics

Course Sections and Topics
Section Topics within the section
Marketing Strategy
  1. Types of markets
  2. Product-centric marketing
  3. Customer-centric marketing
  4. Developing Marketing Strategy
Marketing tools
  1. Brand&Presentation
  2. Analytics
  3. Content
  4. SMM
  5. Context advertising
  6. E-mail marketing
Sales
  1. CRM systems
  2. B2B
  3. B2C
  4. Negotiations
Final Project Presentation
  1. Presentation of marketing&sales strategy and tactics for startup

Intended Learning Outcomes (ILOs)

What is the main purpose of this course?

This course aims to give students the skills of developing a winning marketing strategy for a startup, as well as the skills to implement marketing strategy using real digital-marketing tools and sales tactics for a startup product.

ILOs defined at three levels

Level 1: What concepts should a student know/remember/explain?

By the end of the course, the students should be able to ...

  • Develop naming, presentation, and product offer
  • Use digital marketing tools
  • Use CRM
  • Sell its product

Level 2: What basic practical skills should a student be able to perform?

By the end of the course, the students should be able to ...

  • Skills of market type identification
  • Skills in developing naming, presentations, product offerings
  • Skills of context advertising
  • Skills of SMM doing
  • Skills of content marketing
  • Skills of e-mail marketing

Level 3: What complex comprehensive skills should a student be able to apply in real-life scenarios?

By the end of the course, the students should be able to ...

  • Skills for valuation the market environment
  • Skills how to find the right addressable market for its product
  • Skills of web analytics
  • Skills of CRM using
  • Sales skills to various types of clients

Grading

Course grading range

Grade Range Description of performance
A. Excellent 90-100 Pass
B. Good 75-89 Pass
C. Satisfactory 60-74 Pass
D. Fail 0-59 Fail

Course activities and grading breakdown

Activity Type Percentage of the overall course grade
Seminar classes 40
Interim performance assessment on the results of lecture assignments and its presentations 30
Final presentation 30

Recommendations for students on how to succeed in the course

The student is recommended the following scheme of preparation for classes:
Marketing and sales are much more about hypothesis testing and math, than creativity. Therefore, it is so important for students to try the acquired knowledge in real practice, doing small tasks after each lecture.
Finally, we will try to assemble a working strategy for a startup from these tasks.
Moreover:
Participation is important. Showing up is the key to success in this course.
Reading the recommended literature is optional, and will give you a deeper understanding of the material.

Resources, literature and reference materials

Open access resources

  • Андрей Кравченко. Неидеальная стратегия для идеальной компании.
  • Peter Fader. Customer Centricity.

Closed access resources

  • Viktor Pelevin. Empire V.
  • W. Chan Kim, Renee Mauborgne. Blue Ocean Strategy.
  • Eric ries. Lean startup.
  • Simon Kingsnorth. Digital Marketing Strategy.
  • Chet Holmes. The Ultimate Sales Machine.

Software and tools used within the course

  • Standard office tools for Tables, Text and Presentation

Teaching Methodology: Methods, techniques, & activities

Activities and Teaching Methods

Teaching and Learning Methods within each section
Teaching Techniques Section 1 Section 2 Section 3 Section 4
Problem-based learning (students learn by solving open-ended problems without a strictly-defined solution) 1 1 1 1
Project-based learning (students work on a project) 1 1 1 1
Business game (learn by playing a game that incorporates the principles of the material covered within the course). 1 1 1 1
Task-based learning 1 1 1 1
Activities within each section
Learning Activities Section 1 Section 2 Section 3 Section 4
Lectures 1 1 1 0
Interactive Lectures 1 1 1 0
Lab exercises 1 1 1 0
Cases studies 1 1 1 0
Individual Projects 1 1 1 1
Peer Review 1 1 1 1
Discussions 1 1 1 1
Presentations by students 1 1 1 1
Written reports 1 1 1 1
Simulations and role-plays 1 1 1 1
Experiments 0 1 1 0
Group projects 0 0 0 1

Formative Assessment and Course Activities

Ongoing performance assessment

Section 1

Activity Type Content Is Graded?
after lecture assignments Define target audience and describe type of market for your product. 1
after lecture assignments Make 3 cusdev with potential/existing customers of your product. 1
after lecture assignments Develop your marketing strategy and present it in-class. 1

Section 2

Activity Type Content Is Graded?
after lecture assignments Write a marketing article about your product or technology in the informational style manner. 1
after lecture assignments Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. 1
after lecture assignments Create a semantic core for your product and determine the current positions on your landing page. Determine key marketing metrics, including conversion rate, on your landing page. 1

Section 3

Activity Type Content Is Graded?
after lecture assignments Create the sales funnel of your product and present it in-class. 1
after lecture assignments Create the budget for your marketing and sales activities and approve it with management. 1
in-class exercise “Sell me the pen” exercise. 1

Section 4

Final assessment

Section 1

For the final assessment, students have to prepare a full project of marketing and sales promotion of their IT product and present it on the exam. The project should contain the next parts:

The idea of your product/service. Define your market. Analise what type of market. Target segment, who should we talk to? What is your main message(s)? What should we do to achieve the addressable market? Brand promotion, knowledge, interest, coverage, sales etc. Media design. How should we say it? Creative strategy&content. Channel (media) strategy. How do we reach them? Evidence on a real case. Budget. Money for promotion. How to close deals. Evidence on a real case. Measurement. How we control the result. Evidence on a real case.

Section 2

Section 3

Section 4


The retake exam

Section 1

  1. .3 The retake exam.

For the retake, students have to implement a product and follow the guidelines of the course. There has to be a meeting before the retake itself to plan and agree on the product ideas, and to answer questions. Section 2

Section 3

Section 4

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