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  +
= Business Development, Sales and Marketing in IT Industry =
−
= Career and leadership =
  
−
* '''Course name''': Career and leadership
 +
* '''Course name''': Business Development, Sales and Marketing in IT Industry
−
* '''Code discipline''': R-01
 +
* '''Code discipline''': S22
−
* '''Subject area''': Humanitarian; Elective
 +
* '''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 covers the following concepts: The concept of leadership (“becoming the leader of my own life”); The career modelling as a life path of the growth and positive changes (“not just to wait and take but to give and create”); Lifelong learning and competences development for the professionals of the future.
  
  +
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 ===
  +
* HSS310
−  
   
 
=== Prerequisite topics ===
  
=== Prerequisite topics ===
  +
* Basic IT industry knowledge
−  
  +
* Basic marketing knowledge
   
 
== Course Topics ==
  
== Course Topics ==
Line 22: Line 26:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
  +
| Marketing Strategy ||
−
| Modern trends in career modelling ||
 
  +
# Types of markets
−
# Modern career labor market and its main tendencies
  
  +
# Product-centric marketing
−
# Competencies of the modern professional
  
  +
# Customer-centric marketing
  +
# Developing Marketing Strategy
  +
|-
  +
| Marketing tools ||
  +
# Brand&Presentation
  +
# Analytics
  +
# Content
  +
# SMM
  +
# Context advertising
  +
# E-mail marketing
 
|-
  
|-
  +
| Sales ||
−
| Instruments of career modelling ||
 
  +
# CRM systems
−
# Educational trajectory
  
  +
# B2B
−
# Professional trajectory
  
  +
# B2C
  +
# Negotiations
 
|-
  
|-
−
| Modern leadership ||
+
| Final Project Presentation ||
  +
# Presentation of marketing&sales strategy and tactics for startup
−
# The concept of the modern leader
  
−
# Emotional and dialogical leadership
  
 
|}
 
|}
 
== 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 form the students’ vision of effective career modelling and to develop the competences needed for the successful career and personal growth
  
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 43: 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
−
* the modern trends in career modeling and features of the labor market;
  
  +
* Use digital marketing tools
−
* the features of career modeling; requirements for a modern professional; the concept of "project portfolios";
  
  +
* Use CRM
−
* the concept and features of career and educational trajectories;
  
  +
* Sell its product
−
* the components of the competence profile of a professional;
  
−
* the characteristics of teams and the basics of team building;
  
−
* the concept and modern typology of leadership;
  
−
* the types and characteristics of distinct types of leadership
  
   
 
==== 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
−
* career modelling;
  
  +
* Skills in developing naming, presentations, product offerings
−
* performing oneself as a leader;
  
  +
* Skills of context advertising
−
* teambuilding
  
  +
* Skills of SMM doing
−
* creation of professional portfolio;
  
  +
* Skills of content marketing
−
* creation of educational and professional trajectories;
  
  +
* Skills of e-mail marketing
−
* creation of the competence profile of a modern professional.
  
   
 
==== 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
−
* design their career path;
  
  +
* Skills how to find the right addressable market for its product
−
* form portfolios of projects;
  
  +
* Skills of web analytics
−
* create career and educational trajectories for building a successful career and develop your own professional competencies;
  
  +
* Skills of CRM using
−
* develop leadership and form teams;
  
  +
* Sales skills to various types of clients
−
* develop and implement a strategy for positive change through leadership.
 
 
== Grading ==
  
== Grading ==
   
Line 75: 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. Poor || 0-59 || -
 +
| D. Fail || 0-59 || Fail
 
|}
  
|}
   
Line 90: Line 102:
 
! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
−
| Labs/seminar classes || 20
 +
| Seminar classes || 40
 
|-
  
|-
−
| Interim performance assessment || 30
 +
| Interim performance assessment on the results of lecture assignments and its presentations || 30
 
|-
  
|-
−
| Exams || 50
 +
| Final presentation || 30
 
|}
  
|}
   
 
=== Recommendations for students on how to succeed in the course ===
  
=== Recommendations for students on how to succeed in the course ===
  +
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.
−
* Sharme, R. (2010). The Leader Who Had No Title. Simon & Schuster UK.
  
  +
* Peter Fader. Customer Centricity.
−
* Van Loon, R. (2018). Creating Organizational Value Through Dialogical Leadership. [S.L.]: Springer International Pu.
  
   
 
=== Closed access resources ===
  
=== 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 ===
  
=== 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 =
   
 
== Activities and Teaching Methods ==
  
== Activities and Teaching Methods ==
 
{| class="wikitable"
  
{| class="wikitable"
−
|+ Activities within each section
 +
|+ Teaching and Learning Methods within each section
 
|-
  
|-
−
! Learning Activities !! Section 1 !! Section 2 !! Section 3
 +
! 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
−
| Homework and group projects || 1 || 1 || 1
  
 
|-
  
|-
−
| Midterm evaluation || 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
−
| Reports || 1 || 1 || 1
  
 
|-
  
|-
−
| Essays || 1 || 1 || 1
 +
| Task-based learning || 1 || 1 || 1 || 1
−
|-
 +
|}
−
| Oral polls || 1 || 1 || 1
  
−
|-
  
−
| Discussions || 1 || 1 || 1
  
−
|}
 
−
== Formative Assessment and Course Activities ==
  
−  
−
=== Ongoing performance assessment ===
  
−  
−
==== Section 1 ====
  
 
{| class="wikitable"
  
{| class="wikitable"
  +
|+ Activities within each section
−
|+
 
 
|-
  
|-
  +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
  +
| Lectures || 1 || 1 || 1 || 0
−
| Question || What are the main competencies of the modern professional? || 1
  
 
|-
  
|-
  +
| Interactive Lectures || 1 || 1 || 1 || 0
−
| Question || What are the main competencies of the professional of the future (in 10 years)? || 1
  
 
|-
  
|-
  +
| Lab exercises || 1 || 1 || 1 || 0
−
| Question || What is the difference between soft-skills and hard-skills? || 1
  
 
|-
  
|-
  +
| Cases studies || 1 || 1 || 1 || 0
−
| Question || How can soft-skills of the specialists help in the hi-tech business? || 1
  
 
|-
  
|-
−
| Question || What is a portfolio of the projects? || 1
 +
| Individual Projects || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Question || What is a portfolio of the career? || 1
 +
| Peer Review || 1 || 1 || 1 || 1
 
|-
  
|-
  +
| Discussions || 1 || 1 || 1 || 1
−
| Question || What are the most important career trends now? Use the examples from your sphere. || 0
  
 
|-
  
|-
  +
| Presentations by students || 1 || 1 || 1 || 1
−
| Question || Find 1-2 examples of successful careers in IT-sphere. Why do you think this people are successful? What can inspire you and what can prevent you from future mistakes? || 0
  
 
|-
  
|-
  +
| Written reports || 1 || 1 || 1 || 1
−
| Question || Do you know people who failed but managed to overcome the difficulties and progress? Why do you think they managed to face the challenges? || 0
  
 
|-
  
|-
  +
| Simulations and role-plays || 1 || 1 || 1 || 1
−
| Question || Are you a “slash-person”? How do you think career portfolio can be useful or challenging for modern career modelling? || 0
  
 
|-
  
|-
−
| Question || How to create the project portfolio? || 0
 +
| Experiments || 0 || 1 || 1 || 0
 
|-
  
|-
  +
| Group projects || 0 || 0 || 0 || 1
−
| Question || Questions for exam preparation within this section || 0
  
  +
|}
  +
== Formative Assessment and Course Activities ==
  +
  +
=== Ongoing performance assessment ===
  +
  +
==== Section 1 ====
  +
{| class="wikitable"
  +
|+
 
|-
  
|-
  +
! Activity Type !! Content !! Is Graded?
−
| Question || What does it mean to be a “professional of the future”? || 0
  
−
|-
  
−
| Question || Why do some people become “overqualified”? Is it good of bad for the career? || 0
  
 
|-
  
|-
  +
| after lecture assignments || Define target audience and describe type of market for your product. || 1
−
| Question || What is a dream career for you? || 0
  
 
|-
  
|-
  +
| after lecture assignments || Make 3 cusdev with potential/existing customers of your product. || 1
−
| Question || Name 2-3 projects in which you would like to participate in the same time. Why will you be able to combine them effectively? || 0
  
 
|-
  
|-
  +
| after lecture assignments || Develop your marketing strategy and present it in-class. || 1
−
| Question || How did labor market change within past 3 years? Why? What are the main tendencies for the future (3-5 years)? || 0
  
 
|}
 
|}
 
==== Section 2 ====
  
==== Section 2 ====
Line 181: 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
−
| Question || What is an educational trajectory? || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. || 1
−
| Question || Do you need an educational trajectory only while studying in the university? Explain your answer. || 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
−
| Question || What is professional trajectory? || 1
  
−
|-
  
−
| Question || How are professional and educational trajectories connected? || 1
  
−
|-
  
−
| Question || What is a competence profile of professional? || 1
  
−
|-
  
−
| Question || Which modules of your career trajectory you would highlight as crucial ones? Why? || 0
  
−
|-
  
−
| Question || How is your current educational trajectory connected to your career trajectory? Do you think there is a space for unexpected lines and flexibility? || 0
  
−
|-
  
−
| Question || What are the main competences of the modern IT-specialist? Why have you chosen those? || 0
  
−
|-
  
−
| Question || How would you rate your level of the development of your professional on your competence map? Do you see the development potential? || 0
  
−
|-
  
−
| Question || How can you use your competence map in your future life? || 0
  
−
|-
  
−
| Question || Test questions for exam preparation within this section || 0
  
−
|-
  
−
| Question || What is lifelong learning? Do you share the values of this principles? || 0
  
−
|-
  
−
| Question || What your vision of your future career? Is it flexible enough? || 0
  
−
|-
  
−
| Question || How would you understand that you achieved the “top”? || 0
  
−
|-
  
−
| Question || Do you think IT-specialist should develop his soft-skills constantly? Why? || 0
  
−
|-
  
−
| Question || Which benefits does emotional intelligence provide to IT-specialists? || 0
  
 
|}
 
|}
 
==== Section 3 ====
  
==== Section 3 ====
Line 219: Line 206:
 
! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| after lecture assignments || Create the sales funnel of your product and present it in-class. || 1
−
| Question || Who is a modern leader in your opinion? || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create the budget for your marketing and sales activities and approve it with management. || 1
−
| Question || Which concepts of leadership you can name? || 1
  
 
|-
  
|-
−
| Question || Who is a dialogical leader? || 1
 +
| in-class exercise || “Sell me the pen” exercise. || 1
−
|-
  
−
| Question || What is emotional leadership? || 1
  
−
|-
  
−
| Question || What is success? || 1
  
−
|-
  
−
| Question || Who is an inspiring leader for you? Why? || 0
  
−
|-
  
−
| Question || Why does dialogical leader is crucial for the business teams working in hi-tech sector? || 0
  
−
|-
  
−
| Question || What are your favorite inspirational quotes of famous people from your sphere of interest about career and leadership? || 0
  
−
|-
  
−
| Question || Should IT-specialist be a leader? Why? What kind of leader he/she should be? || 0
  
−
|-
  
−
| Question || What are the most important skills of the leader of IT-team? || 0
  
−
|-
  
−
| Question || Test questions for exam preparation within this section || 0
  
−
|-
  
−
| Question || How to combine successful career and personal life? || 0
  
−
|-
  
−
| Question || Why are women leaders are important for the hi-tech sector? || 0
  
−
|-
  
−
| Question || What are the features of success? Find the example of successful professional in IT-sphere. Why do you think they are successful? || 0
  
−
|-
  
−
| Question || What are the features of the team? What is the difference between team and working group? || 0
  
−
|-
  
−
| Question || What are the basic rules of teambuilding? || 0
  
 
|}
 
|}
  +
==== Section 4 ====
  +
 
=== Final assessment ===
  
=== Final assessment ===
 
'''Section 1'''
  
'''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:
−
# Write the essay on the topic of the “Me as a professional of the future”’
  
  +
# The idea of your product/service.
−
# Make the report on the actual situation in the labor market for you specialization and prognosis of its future changes (3-5 years lag).
  
  +
# Define your market.
−
# Create and present the portrait of the “super professional” in the sphere of your specialization.
  
  +
# 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'''
  +
−
# Create your educational trajectory
  
−
# Create your professional trajectory
  
−
# Create your dynamic competence profile
  
 
'''Section 3'''
  
'''Section 3'''
  +
−
# Make a presentation of yourself: a) as a leader of your own life b) leader of your team c) leader of the positive changes
  
  +
'''Section 4'''
−
# Make a presentation of your “dream team”. Who will be in this team? Why? What are the values you all share? Why do people in the team can see you as a leader.
  
  +
   
 
=== The retake exam ===
  
=== The retake exam ===
 
'''Section 1'''
  
'''Section 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 2'''
   
 
'''Section 3'''
  
'''Section 3'''
  +
  +
'''Section 4'''

Revision as of 10:47, 8 September 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

  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:
  2. The idea of your product/service.
  3. Define your market.
  4. Analise what type of market.
  5. Target segment, who should we talk to?
  6. What is your main message(s)?
  7. What should we do to achieve the addressable market?
  8. Brand promotion, knowledge, interest, coverage, sales etc.
  9. Media design.
  10. How should we say it? Creative strategy&content.
  11. Channel (media) strategy.
  12. How do we reach them? Evidence on a real case.
  13. Budget.
  14. Money for promotion.
  15. How to close deals. Evidence on a real case.
  16. Measurement.
  17. 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.
  2. 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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