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−
= IT Product Development =
 +
= Business Development, Sales and Marketing in IT Industry =
−
* '''Course name''': IT Product Development
 +
* '''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 is for the first-time entrepreneur. We will briefly but concisely discuss all the issues related to starting your own project from scratch: how to make sure that your idea is in demand, how to do market research, how to stop putting off the launch, why the customer is more important than the product, and how to do customer research. During this course, students will get used to their entrepreneurial role, build teams, formulate a business and product idea and be ready to delve into the complexities of business development in the following courses.
  
  +
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
−
* N/A
  
  +
* Basic marketing knowledge
   
 
== Course Topics ==
  
== Course Topics ==
Line 22: Line 26:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
  +
| Marketing Strategy ||
−
| Introduction & Building Your Team & Making Your Team Agile ||
 
  +
# Types of markets
−
# Defining a startup
  
  +
# Product-centric marketing
−
# Formulating the group project: team, business idea
  
  +
# Customer-centric marketing
−
# Leadership
  
  +
# Developing Marketing Strategy
−
# Forming the team
  
−
# Managing the team
  
 
|-
  
|-
  +
| Marketing tools ||
−
| Defining Your Customer & Defining Your Product & Defining Your Rivals ||
 
  +
# Brand&Presentation
−
# Customer Segmentation
  
  +
# Analytics
−
# Customer Profile (JTBD, Pains, Gains)
  
  +
# Content
−
# Creating a Value Proposition
  
  +
# SMM
−
# Matching Value Proposition with Customer Profile
  
  +
# Context advertising
−
# Strategy Canvas
  
  +
# E-mail marketing
 
|-
  
|-
  +
| Sales ||
−
| Defining Your Business Model & Defining Your Vision ||
 
  +
# CRM systems
−
# Business Model Canvas
  
  +
# B2B
−
# Business Model Patterns
  
  +
# B2C
−
# Business Model Environment
  
  +
# Negotiations
−
# Business Model Testing
  
  +
|-
−
# Minimum-Viable Product
  
  +
| Final Project Presentation ||
−
# Product Roadmap
  
  +
# 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? ===
−
The purpose of the course is to walk students through the concrete steps that are necessary for an entrepreneur to develop a tech product and build a solid business around that tech product.
 +
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 ===
  
=== ILOs defined at three levels ===
Line 53: 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
−
* design-thinking tools to design the prototype of the product,
  
  +
* Use digital marketing tools
−
* approaches to designing and testing a business model through the experiments,
  
  +
* Use CRM
−
* frameworks of agile development,
  
  +
* Sell its product
−
* storytelling methods to design a brand,
  
−
* pitching presentation tools.
  
   
 
==== 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
−
* concrete steps of creating a value proposition for a customer,
  
  +
* Skills in developing naming, presentations, product offerings
−
* concrete steps of the business design (business model, hypothesis formulation/testing and minimum-viable product creation),
  
  +
* Skills of context advertising
−
* SCRUM roles, ceremonies and artefacts,
  
  +
* Skills of SMM doing
−
* specifics of pitch presentation for investors.
  
  +
* 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? ====
  
==== 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 ...
−
* build and manage the startup team,
 +
* Skills for valuation the market environment
  +
* Skills how to find the right addressable market for its product
−
* define the customer problem and validate it,
  
  +
* Skills of web analytics
−
* create the product to fit the problem with agile methods,
  
  +
* Skills of CRM using
−
* define the business model around the product,
  
  +
* Sales skills to various types of clients
−
* promote a product and a startup,
  
−
* build strong networks in the business world.
 
 
== Grading ==
  
== Grading ==
   
Line 82: 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 97: Line 102:
 
! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
−
| Final presentation || 30
 +
| Seminar classes || 40
 
|-
  
|-
  +
| Interim performance assessment on the results of lecture assignments and its presentations || 30
−
| Project Report || 20
  
 
|-
  
|-
−
| Project Progress || 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.
−
Participation is important. Showing up and participating in discussions is the key to success in this course.<br>Students work in teams, so coordinating teamwork will be an important factor for success.<br>Reading the provided materials is mandatory, as lectures will mainly consist of discussions.<br>The main assignment in the course is Market research paper which is supposed to be useful not only for this course but s a basis for future business oriented courses
  
   
 
== Resources, literature and reference materials ==
  
== Resources, literature and reference materials ==
   
 
=== Open access resources ===
  
=== Open access resources ===
  +
* Андрей Кравченко. Неидеальная стратегия для идеальной компании.
−
* Tidd, J. & Bessant, J. (2011). Managing Innovation: Integrating Technological, Market and Organizational Change
  
  +
* Peter Fader. Customer Centricity.
−
* Stickdorn, M. & Schneider, J. (2010). This is Service Design Thinking. Wiley.
  
−
* Brown, T. & Kātz, B. (2009). Change by design. New York: Harper Business.
  
−
* Osterwalder, A.& Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
  
−
* Sutherland, J. (2014). Scrum: The Art of Doing Twice the Work in Half the Time
  
−
* Ries, E. (2011). The Lean Startup
  
   
 
=== Closed access resources ===
  
=== Closed access resources ===
  +
* Viktor Pelevin. Empire V.
−
* N/A
  
  +
* 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
−
* Boardofinnovation.com
  
−
* Miro.com
  
−
* Notion.com
  
−
* MS Teams
 
 
= Teaching Methodology: Methods, techniques, & activities =
  
= Teaching Methodology: Methods, techniques, & activities =
   
Line 131: 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
 
|-
  
|-
−
| Differentiated learning (provide tasks and activities at several levels of difficulty to fit students needs and level) || 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
−
| 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
  
−
|-
  
−
| 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
 
|-
  
|-
−
| Lab exercises || 1 || 1 || 1
 +
| Lab exercises || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Cases studies || 1 || 1 || 1
 +
| Cases studies || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Group projects || 1 || 1 || 1
 +
| Individual Projects || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Peer Review || 1 || 0 || 0
 +
| Peer Review || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Discussions || 1 || 1 || 1
 +
| Discussions || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Presentations by students || 1 || 1 || 1
 +
| Presentations by students || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Written reports || 1 || 1 || 1
 +
| Written reports || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Oral Reports || 1 || 1 || 1
 +
| Simulations and role-plays || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Quizzes (written or computer based) || 0 || 1 || 0
 +
| Experiments || 0 || 1 || 1 || 0
 
|-
  
|-
−
| Simulations and role-plays || 0 || 1 || 0
 +
| Group projects || 0 || 0 || 0 || 1
−
|-
  
−
| Essays || 0 || 1 || 1
  
−
|-
  
−
| Experiments || 0 || 0 || 1
  
−
|-
  
−
| Individual Projects || 0 || 0 || 1
  
 
|}
 
|}
 
== Formative Assessment and Course Activities ==
  
== Formative Assessment and Course Activities ==
Line 190: 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
−
| Discussion || 1. What is a startup?<br>2. What are the roles within a team?<br>3. How should you form the team of a startup?<br>4. What types of leadership are the most effective?<br>5. What are the ceremonies, roles and artifacts of SCRUM? || 0
  
 
|-
  
|-
  +
| after lecture assignments || Make 3 cusdev with potential/existing customers of your product. || 1
−
| Workshop || Fill in the team canvas to put all your goals and common values on one page. || 1
  
  +
|-
  +
| after lecture assignments || Develop your marketing strategy and present it in-class. || 1
 
|}
 
|}
 
==== Section 2 ====
  
==== Section 2 ====
Line 200: 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
−
| Workshop || 1. Define INTERESTING industries for all team members. Define industries in which you HAVE KNOWLEDGE AND EXPERIENCE. Put these industries on the matrix. Choose ONE industry for your project that meets 2 criteria above. <br>2. Brainstorm about stakeholders from your market. Choose the segment that you sympathise the most. <br>3. Define the customer segment you empathise the most (i.e. elderly people, children, office workers etc.). Define JOBS TO BE DONE. Put each job on the separate sticker. Define user's PAINS. Put each pain on the separate sticker.Define user's GAINS. Put each gain on the separate sticker. <br>4. Brainstorm what products you can offer to the chosen segment with their pains or gains. If you are stuck, use SCAMPER techniques.Group ideas that have the similar topic into clusters. Choose 1 top idea for further development based on 2 defined criteria (innovative potential and feasibility). <br>5. Choose the best product idea. Define PRODUCTS & SERVICES. Put each item on the separate sticker. Define GAIN CREATORS. Put each item on the separate sticker. Define PAIN RELIEVERS. Put each item on the separate sticker. <br>6. Review your pain relievers and gain creators.Check if pain relievers and gain creators correspond with JBDs, pains and gains from the customer profile. Highlight those that correspond with each other. If there are any pain relievers and gain creators are left, they don't create the value for a customer. Check how you can redefine you value proposition. <br>7. Define your 5 main competitors. Define competing factors (these are your pain relievers and gain creators). Draw the strategic canvas based on competing factors. Define areas where you can compete. Redefine your value proposition if necessary (make new priorities for product and services, pain relievers, gain creators.<br> || 0
  
 
|-
  
|-
  +
| after lecture assignments || Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. || 1
−
| Discussion || 1. How to validate a problem?<br>2. How to validate a market?<br>3. How to validate a solution? || 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
−
| Customer research || 1. How customers do their jobs in the industry right now?<br>2. How can we develop the empathy with users?<br>3. What is a persona? How to design a persona? || 1
  
 
|}
 
|}
 
==== Section 3 ====
  
==== Section 3 ====
Line 212: 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
−
| Discussion || What is the value of the business model canvas by Alexander Osterwalder?<br>What are the components of the business model?<br>What is the Minimum Viable Product (MVP)? How to define must-have, should-have and could-have requirements? || 0
  
 
|-
  
|-
  +
| after lecture assignments || Create the budget for your marketing and sales activities and approve it with management. || 1
−
| Group project || Please, develop the business model for your tech product.<br>Please, test your business model using experiments with your prototypes.<br>Please, create the concept for your Minimum Viable Product. || 1
  
 
|-
  
|-
  +
| in-class exercise || “Sell me the pen” exercise. || 1
−
| Workshop || Formulate all blocks of the business model for your business idea.<br>Define the forces that shape your business environment.<br>Define must-have, should-have and could have requirements for your product. || 0
  
−
|-
  
−
| Group presentation || Create a story for your product. Think about your user as a hero and your product as a helper. || 1
  
 
|}
 
|}
  +
==== Section 4 ====
  +
 
=== Final assessment ===
  
=== Final assessment ===
 
'''Section 1'''
  
'''Section 1'''
−
# For the final assessment, students should complete the Market Research paper.
 +
# For the final assessment, students have to prepare a full project of marketing and sales promotion of their IT product and present it on the exam. The project should contain the next parts:
  +
# The idea of your product/service.
−
# It should follow the market research paper structure, contain information about market volume (TAM SAM SOM), data must be gathered with help of data sources learnt.
  
  +
# Define your market.
−
# The paper should refer to market potential and give the basis to make business decisions, answer questions on how to start and develop your idea, what is your business model, target customer persona, product MVP etc.
  
  +
# Analise what type of market.
−
# Grading criteria for the final project presentation:
  
  +
# Target segment, who should we talk to?
−
# Market sizing has been carried out
  
  +
# What is your main message(s)?
−
# Customer segments are named
  
  +
# What should we do to achieve the addressable market?
−
# Сompetitor analysis has been conducted
  
  +
# Brand promotion, knowledge, interest, coverage, sales etc.
−
# At least 2 prominent data sources are used
 
  +
# Media design.
−
# Customer discovery interviews conducted
  
  +
# How should we say it? Creative strategy&content.
−
# Future steps are mapped out
  
  +
# Channel (media) strategy.
−
# The final report is visualized clearly and transparent
  
  +
# 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'''
   
 
'''Section 3'''
  
'''Section 3'''
  +
  +
'''Section 4'''
   
   
Line 241: Line 243:
 
'''Section 1'''
  
'''Section 1'''
 
# .3 The retake exam.
  
# .3 The retake exam.
−
# For the retake, students have to submit the results of the market sizing exercise with the TAM SAM SOM method in the form of a visual framework studied.
 +
# 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 12:55, 22 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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