Difference between revisions of "IU:TestPage"

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  +
= Business Development, Sales and Marketing in IT Industry =
−
= Leadership in Entrepreneurship =
  
−
* '''Course name''': Leadership in Entrepreneurship
 +
* '''Course name''': Business Development, Sales and Marketing in IT Industry
−
* '''Code discipline''':
+
* '''Code discipline''': S22
−
* '''Subject area''': Technological 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 proposes to the students the new vision of the entrepreneur as a leader. Modern management system crucially changed from the role of entrepreneur as a formal “boss” to the role of a creator, innovator and moreover, a leader of the team, leader of community, and leader of positive changes who creates added value. During this course we will create a personal mission and develop the personal brand of an entrepreneur as a leader. We will discuss how modern entrepreneurs and their teams change whole industries and make an important impact on society. The students will develop their leadership skills in a very practical way - leading their startups with added value for their team, business products, clients and moreover the community/society.
 
  +
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
−
* Entrepreneur as a leader creating added values and impact
  
  +
* Basic marketing knowledge
−
* Personal brand of a leader
  
−
* Entrepreneur as a leader of his life, a leader of his team, a leader of positive changes
  
   
 
== Course Topics ==
  
== Course Topics ==
Line 24: Line 26:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
  +
| Marketing Strategy ||
−
| Modern approach to the Leadership in Entrepreneurship ||
 
  +
# Types of markets
−
# Leadership in entrepreneurship: modern trends
  
  +
# Product-centric marketing
−
# Famous entrepreneurs as leaders: case study
  
  +
# Customer-centric marketing
−
# Key concepts of leadership in management
  
  +
# Developing Marketing Strategy
−
# Key leadership skills
  
−
# Leadership in IT-industry
  
 
|-
  
|-
−
| Personal brand of a leader ||
+
| Marketing tools ||
  +
# Brand&Presentation
−
# Creation of personal brand
  
  +
# Analytics
−
# Networking of a leader
  
  +
# Content
−
# Energy as a main resource of a leader
  
  +
# SMM
−
# Personal mission of an entrepreneur
  
  +
# Context advertising
−
# Leadership in team building and team-management
  
  +
# E-mail marketing
 
|-
  
|-
  +
| Sales ||
−
| Entrepreneur as a Leader of positive changes ||
 
  +
# CRM systems
−
# Entrepreneurs who changed the world for better: case study
  
  +
# B2B
−
# Leadership during “turbulent” times
  
  +
# B2C
−
# Community leadership
  
  +
# Negotiations
−
# Emotional and Dialogical leadership
  
  +
|-
−
# Entrepreneur as a leader of positive changes
  
  +
| Final Project Presentation ||
  +
# Presentation of marketing&sales strategy and tactics for startup
 
|}
 
|}
 
== 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 students to form the leader identity in entrepreneurship, to actualize their leadership potential and to develop leadership skills.
  
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 54: 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
−
* Describe
  
  +
* Use digital marketing tools
−
* what is leadership in entrepreneurship and name mane modern trends of entrepreneurship in IT-industry,
  
  +
* Use CRM
−
* how famous entrepreneurs influenced the IT-industry and made an impact,
  
  +
* Sell its product
−
* key concepts of leadership in management,
  
−
* key leadership skills,
  
−
* what is a personal brand of IT-entrepreneur,
  
−
* basic rules of networking of a leader,
  
−
* why energy became a main resource of a leader,
  
−
* what is personal mission of an entrepreneur,
  
−
* how is leadership implied in team building and team-management,
  
−
* feature of leadership during “turbulent” times,
  
−
* what is community leadership,
  
−
* what is emotional and dialogical leadership,
  
−
* how an entrepreneur can become a leader of positive changes.
  
   
 
==== 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
−
* Formulate
  
  +
* Skills in developing naming, presentations, product offerings
−
* leadership skills in entrepreneurship
  
  +
* Skills of context advertising
−
* proactivity, motivation, goal-orientation,
  
  +
* Skills of SMM doing
−
* personal branding,
  
  +
* Skills of content marketing
−
* networking,
  
  +
* Skills of e-mail marketing
−
* skills assisting to raise the energetic level of an entrepreneur
  
−
* team building and team-management
  
−
* flexibility, ability to manage in “turbulent” times,
  
−
* community leadership
  
−
* emotional and dialogical leadership
  
   
 
==== 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
−
* Conduct
  
  +
* Skills how to find the right addressable market for its product
−
* leadership in IT-entrepreneurship,
  
−
* creation of personal brand,
 +
* Skills of web analytics
  +
* Skills of CRM using
−
* networking,
  
  +
* Sales skills to various types of clients
−
* creation of personal mission,
  
−
* team building and team-management
  
−
* leadership during “turbulent” times
  
−
* community leadership
  
−
* emotional and dialogical leadership
  
−
* leadership of positive changes.
 
 
== Grading ==
  
== Grading ==
   
Line 102: 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 117: 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 practical tasks and competencies development.<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.
−
* Essential Leadership Skills Every Entrepreneur Should Continually Hone https://www.forbes.com/sites/theyec/2021/11/04/10-essential-leadership-skills-every-entrepreneur-should-continually-hone/?sh=2ac99c94fe94
  
  +
* Peter Fader. Customer Centricity.
−
* World Class Leadership Styles That All Entrepreneurs Must Know
  
−
* Personal Branding Guidelines for Entrepreneurs https://www.forbes.com/sites/theyec/2020/02/12/personal-branding-guidelines-for-entrepreneurs/?sh=16a033d17ff4
  
   
 
=== Closed access resources ===
  
=== Closed access resources ===
  +
* Viktor Pelevin. Empire V.
−
* Toward Entrepreneurial Community Development (Routledge Studies in Entrepreneurship) 1st Edition (2019). Ed. Michael Fortunado. Routledge.
  
  +
* W. Chan Kim, Renee Mauborgne. Blue Ocean Strategy.
−
* Branson, R. (2006) Screw it, let’s do it. Virgin books.
  
  +
* Eric ries. Lean startup.
−
* Ye, L. (2019) Personal Branding for Entrepreneurs: Proven Personal Branding Strategy and Why Social Media Marketing is Crucial for Your Business
  
  +
* 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 149: Line 133:
 
|+ Teaching and Learning Methods within each section
  
|+ Teaching and Learning Methods within each section
 
|-
  
|-
−
! Teaching Techniques !! 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
 +
| 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
 +
| 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
−
| Modular learning (facilitated self-study) || 1 || 1 || 1
  
 
|-
  
|-
−
| Differentiated learning (provide tasks and activities at several levels of difficulty to fit students needs and level) || 1 || 1 || 1
 +
| Task-based learning || 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 || 1
  
−
|-
  
−
| Business game (learn by playing a game that incorporates the principles of the material covered within the course). || 1 || 1 || 1
  
−
|-
  
−
| развивающего обучения (задания и материал "прокачивают" ещё нераскрытые возможности студентов); || 1 || 1 || 1
  
−
|-
  
−
| концентрированного обучения (занятия по одной большой теме логически объединяются); || 1 || 1 || 1
  
−
|-
  
−
| inquiry-based learning || 1 || 1 || 1
  
−
|-
  
−
| Just-in-time teaching || 1 || 1 || 1
  
−
|-
  
−
| Process oriented guided inquiry learning (POGIL) || 1 || 1 || 1
  
−
|-
  
−
| Studio-based learning || 1 || 1 || 1
  
−
|-
  
−
| Universal design for learning, || 1 || 1 || 1
  
−
|-
  
−
| Task-based learning || 1 || 1 || 1
  
 
|}
  
|}
 
{| class="wikitable"
  
{| class="wikitable"
 
|+ Activities within each section
  
|+ Activities within each section
 
|-
  
|-
−
! Learning Activities !! Section 1 !! Section 2 !! Section 3
 +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
−
| Lectures || 1 || 1 || 1
 +
| Lectures || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Interactive Lectures || 1 || 1 || 1
 +
| Interactive Lectures || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Cases studies || 1 || 1 || 1
 +
| Lab exercises || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Group projects || 1 || 1 || 1
 +
| Cases studies || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Discussions || 1 || 1 || 1
 +
| Individual Projects || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Presentations by students || 1 || 1 || 1
 +
| Peer Review || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Written reports || 1 || 1 || 1
 +
| Discussions || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Simulations and role-plays || 1 || 1 || 1
 +
| Presentations by students || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Essays || 1 || 1 || 1
 +
| Written reports || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Oral Reports || 1 || 1 || 1
 +
| Simulations and role-plays || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Individual Projects || 0 || 1 || 1
 +
| Experiments || 0 || 1 || 1 || 0
  +
|-
  +
| Group projects || 0 || 0 || 0 || 1
 
|}
 
|}
 
== Formative Assessment and Course Activities ==
  
== Formative Assessment and Course Activities ==
Line 216: 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
−
| Group discussion || IT-Entrepreneur as a leader || 1
  
 
|-
  
|-
  +
| after lecture assignments || Make 3 cusdev with potential/existing customers of your product. || 1
−
| Case study || Famous entrepreneurs as leaders || 1
  
 
|-
  
|-
  +
| after lecture assignments || Develop your marketing strategy and present it in-class. || 1
−
| Group Project Work || Key leadership skills in IT-entrepreneurship || 1
  
 
|}
 
|}
 
==== Section 2 ====
  
==== Section 2 ====
Line 228: 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 project || Personal mission of entrepreneur || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. || 1
−
| Business training || Energy as a main resource of entrepreneur || 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
−
| Business game || Team Building in entrepreneurship<br> || 1
  
 
|}
 
|}
 
==== Section 3 ====
  
==== Section 3 ====
Line 240: 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
−
| Case study || Entrepreneurs who changed the world for better || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create the budget for your marketing and sales activities and approve it with management. || 1
−
| Business training || Emotional and Dialogical Leadership || 0
  
 
|-
  
|-
  +
| in-class exercise || “Sell me the pen” exercise. || 1
−
| Group project work || IT-entrepreneur as a leader of positive changes || 1
  
 
|}
 
|}
  +
==== 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:
−
# Grading criteria for the final project presentation:
  
  +
# The idea of your product/service.
−
# Student shortly describes and gives his opinion on main trends for leaders in IT-sector
  
  +
# Define your market.
−
# Student lists and explains his main leadership skills in entrepreneurship
  
  +
# 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'''
  +
−
# Student presents his personal brand concept and his personal mission as an entrepreneur
  
−
# Student presents his network and provides the strategy of its development
  
−
# Student presents his team and his team building strategy.
  
 
'''Section 3'''
  
'''Section 3'''
  +
−
# Using all previous knowledge and skills a student makes a presentation “Me as a leader of positive changes” where he explains how his business project in IT-sphere can create a positive impact.
  
  +
'''Section 4'''
  +
   
 
=== The retake exam ===
  
=== The retake exam ===
 
'''Section 1'''
  
'''Section 1'''
 
# .3 The retake exam.
  
# .3 The retake exam.
−
# For the retake, students have to improve their project according to the recommendation provided by the professor during the final 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 11:35, 18 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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