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  +
= Business Development, Sales and Marketing in IT Industry =
−
= Advanced Linux: Understanding and programming =
  
−
* '''Course name''': Advanced Linux: Understanding and programming
 +
* '''Course name''': Business Development, Sales and Marketing in IT Industry
−
* '''Code discipline''': xxxxx
 +
* '''Code discipline''': S22
−
* '''Subject area''':
+
* '''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 fundamental principles for `booting`; Linux Kernel: understanding, programming, debugging, contributing; Device drivers; Power management; Graphical stack overview; Userspace: understating and interaction with Kernel.
  
  +
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 ==
Line 14: Line 17:
   
 
=== Prerequisite topics ===
  
=== Prerequisite topics ===
  +
* Basic IT industry knowledge
−  
   
 
== Course Topics ==
  
== Course Topics ==
Line 22: Line 25:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
  +
| Marketing Strategy ||
−
| X86/Arm assembler introduction ||
 
  +
# Types of markets
−
# Basic assembler: registers, operations
  
  +
# Product-centric marketing
−
# x86 ABI reference
  
  +
# Customer-centric marketing
−
# Context switching
  
  +
# Developing Marketing Strategy
−
# CPU security rings
  
−
|-
  
−
| Linux Kernel introduction ||
 
−
# Kernel usage
  
−
# Supported HW
  
−
# Building the kernel
  
−
|-
  
−
| Booting the Kernel ||
 
−
# Boot Sequence
  
−
# Device Tree
  
−
# U-boot
  
−
# initrd/initramfs
  
−
|-
  
−
| Kernel Modules ||
 
−
# Linux device and driver m​odel
  
−
# Virtual Filesystems
  
−
|-
  
−
| Memory management ||
 
−
# Physical Memory
  
−
# Virtual Memory
  
−
# Memory Allocation
  
 
|-
  
|-
  +
| Marketing tools ||
−
| Threads, processes and scheduling ||
 
  +
# Brand&Presentation
−
# Thread
  
  +
# Analytics
−
# Processes
  
−
# Timers
 +
# Content
  +
# SMM
  +
# Context advertising
  +
# E-mail marketing
 
|-
  
|-
  +
| Sales ||
−
| Concurrent access to resources ||
 
  +
# CRM systems
−
# Mutexes
  
  +
# B2B
−
# Spin locks
  
  +
# B2C
−
# RW-locks
  
  +
# Negotiations
 
|-
  
|-
−
| Kernel debugging ||
+
| Final Project Presentation ||
  +
# Presentation of marketing&sales strategy and tactics for startup
−
# Debugging techniques
  
−
# DebugFS
  
−
# Other methods overview (J-Tag etc).
  
 
|}
 
|}
 
== 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 give the students advanced knowledge of how Linux operation system boots, works and what parts it is consists of.
  
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 72: Line 57:
 
==== 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
−
* Principles of Operating Systems.
  
  +
* Use digital marketing tools
−
* Principles of bootloaders (first- /second- stage).
  
  +
* Use CRM
−
* Linux booting principles.
  
  +
* Sell its product
   
 
==== 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 in developing naming, presentations, product offerings
−
* Memory management in Kernel and userspace.
  
  +
* Skills of context advertising
−
* Linux kernel subsustems.
  
  +
* Skills of SMM doing
−
* Concurrent access to resources.
  
  +
* Skills of content marketing
−
* HW devices interaction in Linux.
  
  +
* Skills of e-mail marketing
−
* Interrupt and multithreading execution.
  
−
* Real- and virtual- filesystems interaction.
  
   
 
==== 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 how to find the right addressable market for its product
−
* Kernel drivers design skills.
  
  +
* Skills of web analytics
−
* Linux Kernel contribution and advanced GIT knowledge.
  
  +
* Skills of CRM using
−
* C language low-level Kernel programming.
  
  +
* Sales skills to various types of clients
−
* C/C++ language system programming.
  
−
* POSIX API usage.
  
−
* Kernel and userspace debugging (including KGDB/GDB).
  
−
* x86/ARM assembly programming.
 
 
== Grading ==
  
== Grading ==
   
Line 102: Line 84:
 
! 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
 
|}
  
|}
   
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! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
−
| Labs/seminar classes || 40
 +
| Seminar classes || 40
 
|-
  
|-
−
| Interim performance assessment || 10
 +
| 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.
−
* Linux Device Drivers by Jonathan Corbet, Alessandro Rubini, Greg Kroah-Hartman (3rd edition)
  
−
* Beginning Linux Programming by Neil Matthew (4th edition)
  
−
* Linux System Programming: Talking Directly to the Kernel and C Library by Robert Love (2nd edition)
  
−
* Online resources shared by instructor
  
   
 
=== 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.
   
 
=== Software and tools used within the course ===
  
=== Software and tools used within the course ===
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== 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 !! Section 4 !! Section 5 !! Section 6 !! Section 7 !! Section 8
 +
! Teaching Techniques !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
−
| Development of individual parts of software product code || 1 || 1 || 1 || 1 || 1 || 1 || 1 || 1
 +
| 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 || 1 || 1 || 1 || 1 || 1
 +
| Project-based learning (students work on a project) || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Midterm evaluation || 1 || 1 || 1 || 1 || 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
 
|-
  
|-
−
| Testing (written or computer based) || 1 || 1 || 1 || 1 || 1 || 1 || 1 || 1
 +
| Task-based learning || 1 || 1 || 1 || 1
−
|-
 +
|}
−
| Discussions || 1 || 1 || 1 || 1 || 1 || 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?
  
 
|-
  
|-
−
| Question || ARM architecture is faster than x86, itn’s it? || 1
 +
| Lectures || 1 || 1 || 1 || 0
 
|-
  
|-
  +
| Interactive Lectures || 1 || 1 || 1 || 0
−
| Question || Why does antivirus software works in RING0? || 1
  
−
|-
  
−
| Question || What is the main purpose of having interrupts? || 1
  
−
|-
  
−
| Question || How-to debug anything inside interrupt context? || 1
  
−
|-
  
−
| Question || Show the difference in x86 and ARM CPU registers. || 0
  
−
|-
  
−
| Question || Create `basic` atomic operations for ARM in x86 (and vice versa). || 0
  
−
|-
  
−
| Question || Implement simple context switching without threads. || 0
  
−
|}
 
−
==== Section 2 ====
  
−
{| class="wikitable"
  
−
|+
 
−
|-
  
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
  +
| Lab exercises || 1 || 1 || 1 || 0
−
| Question || Monolithic kernel vs Micro-kernel. What is faster and why? || 1
  
 
|-
  
|-
−
| Question || How Linux works on HW without IOMMU? || 1
 +
| Cases studies || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Tools required for building Linux Kernel. || 1
 +
| Individual Projects || 1 || 1 || 1 || 1
 
|-
  
|-
  +
| Peer Review || 1 || 1 || 1 || 1
−
| Question || Name few operations systems bases on Linux and name the difference. || 1
  
 
|-
  
|-
  +
| Discussions || 1 || 1 || 1 || 1
−
| Question || Contributing to Open Source software and Kernel. What is the difference? || 0
  
 
|-
  
|-
  +
| Presentations by students || 1 || 1 || 1 || 1
−
| Question || Git usage: commits, email-patches. || 0
  
 
|-
  
|-
−
| Question || Git usage: rewriting history. || 0
 +
| Written reports || 1 || 1 || 1 || 1
 
|-
  
|-
  +
| Simulations and role-plays || 1 || 1 || 1 || 1
−
| Question || Building Linux Kernel for your own PC. || 0
  
 
|-
  
|-
−
| Question || Running new Kernel on your machine. || 0
 +
| Experiments || 0 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Kernel config file location and editing. || 0
 +
| Group projects || 0 || 0 || 0 || 1
 
|}
 
|}
  +
== Formative Assessment and Course Activities ==
−
==== Section 3 ====
  
  +
  +
=== Ongoing performance assessment ===
  +
  +
==== Section 1 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 214: Line 177:
 
! 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
−
| Question || What is the difference between BIOS and UEFI? What we prefer in nowadays? || 1
  
 
|-
  
|-
  +
| after lecture assignments || Make 3 cusdev with potential/existing customers of your product. || 1
−
| Question || What is the usage for secure boot? What requirements should be met for this? || 1
  
 
|-
  
|-
  +
| after lecture assignments || Develop your marketing strategy and present it in-class. || 1
−
| Question || Why in x86 we do not have device tree? And why is it required for ARM platforms? || 1
  
−
|-
  
−
| Question || What is the purpose of having initramfs? Can we skip that stage? || 1
  
−
|-
  
−
| Question || Build U-boot || 0
  
−
|-
  
−
| Question || Rebuilding initramfs || 0
  
−
|-
  
−
| Question || Changing boot order of your PC. Creating simple systemd service. || 0
  
 
|}
 
|}
−
==== Section 4 ====
 +
==== Section 2 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 234: Line 189:
 
! 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 || How kernel module can be compiled and used inside or outside Linux Kernel Image? || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. || 1
−
| Question || What is the purpose of System.map file for correct Linux Kernel functionality? || 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 the real requirement to have virtual filesystems in Linux Kernel? || 1
  
−
|-
  
−
| Question || Name few real and virtual filesystems. Briefly describe usage in real life. || 1
  
−
|-
  
−
| Question || Develop and deploy simple Kernel Module outside kernel image. Dynamic Loading. || 0
  
−
|-
  
−
| Question || Develop and deploy simple Kernel Module inside kernel image. || 0
  
−
|-
  
−
| Question || SysFS/ DebugFS / ProcFS/ TmpFS usage || 0
  
 
|}
 
|}
−
==== Section 5 ====
 +
==== Section 3 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 254: Line 201:
 
! 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 || Why do we need virtual memory? || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create the budget for your marketing and sales activities and approve it with management. || 1
−
| Question || Why does Linux Kernel maps itself to every process address space? || 1
  
 
|-
  
|-
−
| Question || How does page fault handler work? || 1
 +
| in-class exercise || “Sell me the pen” exercise. || 1
−
|-
  
−
| Question || What is segmentation fault and how it handles in Linux Kernel? || 1
  
−
|-
  
−
| Question || Create simple allocator (myalloc/myfree). || 0
  
−
|-
  
−
| Question || Create benchmark for simple allocator. || 0
  
−
|}
 
−
==== Section 6 ====
  
−
{| class="wikitable"
  
−
|+
 
−
|-
  
−
! Activity Type !! Content !! Is Graded?
  
−
|-
  
−
| Question || What is the difference between thread and process? || 1
  
−
|-
  
−
| Question || Can process exist without any threads? || 1
  
−
|-
  
−
| Question || What scheduling methods does Linux Kernel has? || 1
  
−
|-
  
−
| Question || What make `realtime` OS really realtime? || 1
  
−
|-
  
−
| Question || What is the difference between cooperative and preemptive multitasking? || 1
  
−
|-
  
−
| Question || Implement your own threads inside app. || 0
  
−
|-
  
−
| Question || Implement simple scheduler for your threading app. || 0
  
−
|-
  
−
| Question || Implement timer for your app without using `real` timers. || 0
  
−
|}
 
−
==== Section 7 ====
  
−
{| class="wikitable"
  
−
|+
 
−
|-
  
−
! Activity Type !! Content !! Is Graded?
  
−
|-
  
−
| Question || Why do we need locking structures? || 1
  
−
|-
  
−
| Question || Where is mutex preferred on spinlock? || 1
  
−
|-
  
−
| Question || Where is spinlock preferred on mutex? || 1
  
−
|-
  
−
| Question || Can we just write locking-free code? || 1
  
−
|-
  
−
| Question || What is deadlock and how it could be handled? || 1
  
−
|-
  
−
| Question || Implement simple locking structures. || 0
  
−
|-
  
−
| Question || Implement Wait-die lock. || 0
  
−
|}
 
−
==== Section 8 ====
  
−
{| class="wikitable"
  
−
|+
 
−
|-
  
−
! Activity Type !! Content !! Is Graded?
  
−
|-
  
−
| Question || Name and briefly describe kernel-debugging techniques. || 1
  
−
|-
  
−
| Question || What debug levels for printk do you know and what is their usage? || 1
  
−
|-
  
−
| Question || What other methods of Kernel debugging techniques do you know? || 1
  
−
|-
  
−
| Question || Why can’t we use regular GDB to debug Linux Kernel? || 1
  
−
|-
  
−
| Question || Usage of DebugFS for basic debugging || 0
  
−
|-
  
−
| Question || Usage of printk and debug levels. || 0
  
−
|-
  
−
| Question || KGDB usage for Kernel debugging. || 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:
−
# Describe basic CPU registers and their purpose.
  
  +
# The idea of your product/service.
−
# Describe x86 ABI.
  
  +
# Define your market.
−
# What is context switching and how does it work?
  
  +
# Analise what type of market.
−
# Name all CPU security rings and describe security levels.
  
  +
# Target segment, who should we talk to?
−
# Interrupts. Interrupt handler.
  
  +
# 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'''
  +
−
# Briefly describe modern OS architecture. (for ex. Linux)
  
−
# Describe supported HW by Linux Kernel.
  
−
# Describe contribution process to Linux Kernel.
  
 
'''Section 3'''
  
'''Section 3'''
  +
−
# Name popular bootloaders and briefly describe the difference.
  
−
# Describe all boot sequence starting from pushing START button.
  
−
# Describe in details the role of initrd/initramfs in booting process.
  
−
# First userspace process. Describe how it works and why do we need SystemV/system?
  
 
'''Section 4'''
  
'''Section 4'''
  +
−
# Describe Linux device and driver model
  
−
# Real- and Virtual- filesystems. Describe in details.
  
−
# Name other Linux Kernel subsystems and their usage.
  
−
'''Section 5'''
  
−
# Describe how virtual memory maps on physical memory.
  
−
# Describe in details how TLB works. How TLB increases memory operations?
  
−
# Describe structure of page table, its location and management from OS.
  
−
# Describe memory allocation techniques. Describe one of them in details.
  
−
'''Section 6'''
  
−
# Describe how threading works.
  
−
# Describe pthread API usage.
  
−
# Describe difference between monotomic and realtime clocks.
  
−
# Describe scheduling strategies. Make a suggestion which one is preferred for different situations.
  
−
# Question 5
  
−
'''Section 7'''
  
−
# Describe mutex internals.
  
−
# Describe spin lock internals.
  
−
# Describe deadlock problem and how it could be handled.
  
−
# Compare different locking methods and make conclusion of which is faster and why.
  
−
# Question 5
  
−
'''Section 8'''
  
−
# Explain usage of debugFS in modern kernels.
  
−
# Describe main kernel debugging techniques.
  
   
 
=== 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'''
   
Line 377: Line 244:
   
 
'''Section 4'''
  
'''Section 4'''
−  
−
'''Section 5'''
  
−  
−
'''Section 6'''
  
−  
−
'''Section 7'''
  
−  
−
'''Section 8'''
  

Revision as of 16:10, 9 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

Prerequisite topics

  • Basic IT industry 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 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 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.

Closed access resources

  • Viktor Pelevin. Empire V.
  • W. Chan Kim, Renee Mauborgne. Blue Ocean Strategy.
  • Eric ries. Lean startup.
  • Simon Kingsnorth. Digital Marketing Strategy.

Software and tools used within the course

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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