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  +
= Business Development, Sales and Marketing in IT Industry =
−
= Introduction to Big Data =
  
−
* '''Course name''': Introduction to Big Data
 +
* '''Course name''': Business Development, Sales and Marketing in IT Industry
−
* '''Code discipline''': N/A
 +
* '''Code discipline''': S22
−
* '''Subject area''':
+
* '''Subject area''': all around marketing and sales in IT industry.
   
 
== Short Description ==
  
== Short Description ==
−
This course covers the following concepts: Distributed data organization; Distributed data processing.
 +
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 ==
  
== 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
 
|-
  
|-
−
| Introduction ||
+
| Marketing Strategy ||
−
# What is Big Data
 +
# Types of markets
  +
# Product-centric marketing
−
# Characteristics of Big Data
  
  +
# Customer-centric marketing
−
# Data Structures
  
  +
# Developing Marketing Strategy
−
# Types of Analytics
  
−
|-
  
−
| Hadoop ||
 
−
# Data storage
  
−
# Clustering
  
−
# Design decisions
  
−
# Scaling
  
−
# Distributed systems
  
−
# The ecosystem
  
−
|-
  
−
| HDFS ||
 
−
# Distributed storage
  
−
# Types of nodes
  
−
# Files and blocks
  
−
# Replication
  
−
# Memory usage
  
−
|-
  
−
| MapReduce ||
 
−
# Distributed processing
  
−
# MapReduce model
  
−
# Applications
  
−
# Tasks management
  
−
# Patterns
  
 
|-
  
|-
−
| YARN ||
+
| Marketing tools ||
  +
# Brand&Presentation
−
# Resource manager
  
  +
# Analytics
−
# Components
  
  +
# Content
−
# Run an application
  
  +
# SMM
−
# Schedules
  
  +
# Context advertising
  +
# E-mail marketing
 
|-
  
|-
  +
| Sales ||
−
| Optimizing Data Processing ||
 
−
# CAP theorem
 +
# CRM systems
  +
# B2B
−
# Distributed storage and computation
  
  +
# B2C
−
# Batch Processing
  
  +
# Negotiations
−
# Stream Processing
  
−
# Usage patterns
  
−
# NoSQL databases
  
 
|-
  
|-
  +
| Final Project Presentation ||
−
| Spark ||
 
  +
# Presentation of marketing&sales strategy and tactics for startup
−
# Architecture
  
−
# Use cases
  
−
# Job scheduling
  
−
# Data types
  
−
# SparkML
  
−
# GraphX
  
 
|}
 
|}
 
== 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.
−
Software systems are increasingly based on large amount of data that come from a wide range of sources (e.g., logs, sensors, user-generated content, etc.). However, data are useful only if it can be analyzed properly to extract meaningful information can be used (e.g., to take decisions, to make predictions, etc.). This course provides an overview of the state-of-the-art technologies, tools, architectures, and systems constituting the big data computing solutions landscape. Particular attention will be given to the Hadoop ecosystem that is widely adopted in the industry.
  
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 81: 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 most common structures of distributed storage.
  
  +
* Use digital marketing tools
−
* Batch processing techniques
  
  +
* Use CRM
−
* Stream processing techniques
  
  +
* Sell its product
−
* Basic distributed data processing algorithms
  
−
* Basic tools to address specific processing needs
  
   
 
==== 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
−
* The basis of the CAP theorem
  
  +
* Skills in developing naming, presentations, product offerings
−
* The structure of the MapReduce
  
  +
* Skills of context advertising
−
* How to process batch data
  
  +
* Skills of SMM doing
−
* How to process stream data
  
  +
* Skills of content marketing
−
* The characteristics of a NoSQL database
  
  +
* Skills of e-mail marketing
   
 
==== 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
−
* Use a NoSQL database
  
  +
* Skills how to find the right addressable market for its product
−
* Write a program for batch processing
  
  +
* Skills of web analytics
−
* Write a program for stream processing
 
  +
* Skills of CRM using
  +
* Sales skills to various types of clients
 
== Grading ==
  
== Grading ==
   
Line 108: 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 123: Line 102:
 
! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
−
| Labs/seminar classes || 30
 +
| Seminar classes || 40
 
|-
  
|-
−
| Interim performance assessment || 30
 +
| Interim performance assessment on the results of lecture assignments and its presentations || 30
 
|-
  
|-
−
| Exams || 40
 +
| 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.
−
* Slides and material provided during the course.
  
  +
* Peter Fader. Customer Centricity.
−
* Vignesh Prajapati. Big Data Analytics with R and Hadoop. Packt Publishing, 2013
  
−
* Jules J. Berman. Principles of Big Data: Preparing, Sharing, and Analyzing Complex Information. Morgan Kaufmann Publishers Inc., San Francisco, CA, USA, 2013
  
   
 
=== 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 =
   
Line 151: Line 133:
 
|+ Teaching and Learning Methods within each section
  
|+ Teaching and Learning Methods within each section
 
|-
  
|-
−
! Teaching Techniques !! Section 1 !! Section 2 !! Section 3 !! Section 4 !! Section 5 !! Section 6 !! Section 7
 +
! Teaching Techniques !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
−
| Testing (written or computer based) || 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
 
|-
  
|-
−
| Discussions || 1 || 1 || 1 || 1 || 1 || 1 || 1
 +
| Project-based learning (students work on a project) || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Development of individual parts of software product code || 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
 
|-
  
|-
−
| Homework and group projects || 1 || 1 || 1 || 1 || 1 || 1 || 1
 +
| Task-based learning || 1 || 1 || 1 || 1
−
|-
  
−
| Midterm evaluation || 1 || 1 || 1 || 1 || 1 || 1 || 1
  
 
|}
  
|}
 
{| class="wikitable"
  
{| class="wikitable"
 
|+ Activities within each section
  
|+ Activities within each section
 
|-
  
|-
−
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4 !! Section 5 !! Section 6 !! Section 7
 +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
−
| Question || 0 || 1 || 0 || 0 || 0 || 0 || 0
 +
| Lectures || 1 || 1 || 1 || 0
−
|}
 
−
== Formative Assessment and Course Activities ==
  
−  
−
=== Ongoing performance assessment ===
  
−  
−
==== Section 1 ====
  
−
{| class="wikitable"
  
−
|+
 
 
|-
  
|-
  +
| Interactive Lectures || 1 || 1 || 1 || 0
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
−
| Question || Describe the 6 Vs || 1
 +
| Lab exercises || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Describe the types of analytics || 1
 +
| Cases studies || 1 || 1 || 1 || 0
 
|-
  
|-
  +
| Individual Projects || 1 || 1 || 1 || 1
−
| Question || Design the structure of a DB to address a specific analytics type || 0
  
 
|-
  
|-
−
| Question || Give examples of the 6 Vs in real systems || 0
 +
| Peer Review || 1 || 1 || 1 || 1
−
|}
 
−
==== Section 2 ====
  
−
{| class="wikitable"
  
−
|+
 
 
|-
  
|-
  +
| Discussions || 1 || 1 || 1 || 1
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
−
| Question || Describe the Hadoop ecosystem || 1
 +
| Presentations by students || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Question || Structure of an Hadoop cluster || 1
 +
| Written reports || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Question || Describe the scaling techniques || 1
 +
| Simulations and role-plays || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Question || Configure a basic Hadoop node || 0
 +
| Experiments || 0 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Configure a basic Hadoop cluster || 0
 +
| Group projects || 0 || 0 || 0 || 1
 
|}
 
|}
  +
== Formative Assessment and Course Activities ==
−
==== Section 3 ====
  
  +
  +
=== Ongoing performance assessment ===
  +
  +
==== Section 1 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 210: 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
−
| Question || Describe the characteristics of the different nodes || 1
  
 
|-
  
|-
  +
| after lecture assignments || Make 3 cusdev with potential/existing customers of your product. || 1
−
| Question || How files and blocks are managed || 1
  
 
|-
  
|-
  +
| after lecture assignments || Develop your marketing strategy and present it in-class. || 1
−
| Question || How memory is managed || 1
  
−
|-
  
−
| Question || How replication works || 1
  
−
|-
  
−
| Question || Configure a HDFS cluster || 0
  
−
|-
  
−
| Question || Configure different replication approaches || 0
  
−
|-
  
−
| Question || Build a HDFS client || 0
  
−
|-
  
−
| Question || Use a HDFS command line || 0
  
 
|}
 
|}
−
==== Section 4 ====
 +
==== Section 2 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 232: 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 || Describe the MapReduce model || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. || 1
−
| Question || Describe tasks management || 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 || Describe patterns of usage || 1
  
−
|-
  
−
| Question || Solve with MapReduce a specific problem || 0
  
−
|-
  
−
| Question || Implement a usage pattern || 0
  
 
|}
 
|}
−
==== Section 5 ====
 +
==== Section 3 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 248: 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 || Describe the resource manager || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create the budget for your marketing and sales activities and approve it with management. || 1
−
| Question || Describe the lifecycle of an application || 1
  
 
|-
  
|-
−
| Question || Describe and compare the scheduling approaches || 1
 +
| in-class exercise || “Sell me the pen” exercise. || 1
−
|-
  
−
| Question || Compare the performance of the different schedules in different load conditions || 0
  
−
|-
  
−
| Question || Configure YARN || 0
  
−
|-
  
−
| Question || Evaluate the overall performance of YARN || 0
  
−
|}
 
−
==== Section 6 ====
  
−
{| class="wikitable"
  
−
|+
 
−
|-
  
−
! Activity Type !! Content !! Is Graded?
  
−
|-
  
−
| Question || Analyze the CAP theorem || 1
  
−
|-
  
−
| Question || Define the kinds of data storage available || 1
  
−
|-
  
−
| Question || Characteristics of batch processing || 1
  
−
|-
  
−
| Question || Characteristics of stream processing || 1
  
−
|-
  
−
| Question || Describe the usage patterns || 1
  
−
|-
  
−
| Question || Compare NoSQL databases || 1
  
−
|-
  
−
| Question || Build a program to solve a problem with batch processing || 0
  
−
|-
  
−
| Question || Build a program to solve a problem with stream processing || 0
  
−
|-
  
−
| Question || Interact with a NoSQL database || 0
  
−
|}
 
−
==== Section 7 ====
  
−
{| class="wikitable"
  
−
|+
 
−
|-
  
−
! Activity Type !! Content !! Is Graded?
  
−
|-
  
−
| Question || Describe the architecture of Spark || 1
  
−
|-
  
−
| Question || Describe the types of schedulers || 1
  
−
|-
  
−
| Question || Different characteristics of the data types || 1
  
−
|-
  
−
| Question || Features of SparkML || 1
  
−
|-
  
−
| Question || Features of GraphX || 1
  
−
|-
  
−
| Question || Analyze the performance of different schedulers || 0
  
−
|-
  
−
| Question || Write a program exploiting the features of each data type || 0
  
−
|-
  
−
| Question || Write a program using SparkML || 0
  
−
|-
  
−
| Question || Write a program using GraphX || 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:
−
# Design the structure of a DB to address a specific analytics type
  
  +
# The idea of your product/service.
−
# Give examples of the 6 Vs in real systems
  
  +
# 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 2'''
  +
−
# Identify the Hadoop components useful to address a specific problem.
  
−
# Configure an multi-node Hadoop system.
  
 
'''Section 3'''
  
'''Section 3'''
  +
−
# Configure a HDFS cluster with some specific replication approaches
  
−
# Build a HDFS client
  
 
'''Section 4'''
  
'''Section 4'''
  +
−
# Describe the advantages and disadvantages of the MapReduce model
  
−
# Solve a task designing the solution using MapReduce
  
−
# Solve a task designing the solution using a composition of usage patterns
  
−
'''Section 5'''
  
−
# Evaluate the performance of a specific configuration
  
−
# Compare the different schedules
  
−
'''Section 6'''
  
−
# Identify problems and solutions related to the CAP theorem
  
−
# Compare solutions with batch and stream processing approaches
  
−
# Design a system using a NoSQL database
  
−
'''Section 7'''
  
−
# Compare the performance of different schedules with different loads
  
−
# Extend the SparkML library with a custom algorithm
  
−
# Extend the GraphX library with a custom algorithm
  
   
 
=== 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 342: Line 249:
   
 
'''Section 4'''
  
'''Section 4'''
−  
−
'''Section 5'''
  
−  
−
'''Section 6'''
  
−  
−
'''Section 7'''
  

Revision as of 15:59, 15 August 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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