Difference between revisions of "IU:TestPage"

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Tag: Manual revert
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  +
= Business Development, Sales and Marketing in IT Industry =
−
= Secure development =
  
−
* '''Course name''': Secure development
 +
* '''Course name''': Business Development, Sales and Marketing in IT Industry
−
* '''Code discipline''': XXX
 +
* '''Code discipline''': S22
−
* '''Subject area''': Security and Networks
 +
* '''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.
−  
  +
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
−
* CSE101: Introduction to Programming
  
−
* CSE112: Software Systems Analysis and Design
  
−
* CSE105 or CSE128 or CSE130
  
   
 
=== Prerequisite topics ===
  
=== Prerequisite topics ===
−
* Basic programming skills, C/C++ is recommended
 +
* Basic IT industry knowledge
  +
* Basic marketing knowledge
−
* Software design or software architecture
  
−
* Basics of compilers
  
−
* Basics of computer architecture (Intel or ARM is preferrable)
  
   
 
== Course Topics ==
  
== Course Topics ==
Line 27: Line 26:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
−
| Basics of security ||
+
| Marketing Strategy ||
  +
# Types of markets
−
# Security and safety. Security and code quality. Maintainability and security. Why it is so hard to develop a secure system and what approaches may be applied? When it makes sense to drive system secure?
  
  +
# Product-centric marketing
  +
# Customer-centric marketing
  +
# Developing Marketing Strategy
 
|-
  
|-
−
| Security architecture ||
+
| Marketing tools ||
  +
# Brand&Presentation
−
# NIST recommendations
  
  +
# Analytics
−
# Security principles
  
  +
# Content
−
# Theoretical security: access matrix and security models
  
  +
# SMM
−
# Secure by design
  
  +
# Context advertising
  +
# E-mail marketing
 
|-
  
|-
−
| Secure coding<br> ||
+
| Sales ||
  +
# CRM systems
−
# Security on the code level
  
−
# SDL
 +
# B2B
  +
# B2C
−
# Main binary vulnerabilities and their mitigations
  
  +
# Negotiations
 
|-
  
|-
−
| Secure operating ||
+
| Final Project Presentation ||
  +
# Presentation of marketing&sales strategy and tactics for startup
−
# Security monitoring
  
−
# DevSecOps
  
−
# Dealing with 3rd parties
  
−
|-
  
−
| Security assurance ||
 
−
# Pen testing
  
−
# Fuzzing
  
−
# Bug Bounty programs
  
−
|-
  
−
| Linux security ||
 
−
# Keep it all together and see how Linux kernel deals with that.
  
−
# SELinux
  
−
# GrSec patches
  
−
# Why Linux is not safety system
  
 
|}
 
|}
 
== 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 students a security vision from up to down, because the security principle of weakest link insist that the weakest part of the process/system would be the one to be attacked.
 
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 66: 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
−
* Reason about the limitation of different security policies
  
  +
* Use digital marketing tools
−
* Remember main security principles
  
  +
* Use CRM
−
* List SDL stages
  
  +
* Sell its product
−
* Describe the difference between security and safety
  
−
* Explain basic binary vulnerabilities
  
−
* Specify the required security assurance
  
−
* Describe the key elements of SOC systems
  
−
* Explain why fuzzing is not the same as unit or integration testing
  
   
 
==== 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
−
* Read CVEs and understand its impact instead of trusting other experts
  
  +
* Skills in developing naming, presentations, product offerings
−
* Perform Threat Modeling
  
  +
* Skills of context advertising
−
* Review code to find insecure patterns
  
  +
* Skills of SMM doing
−
* Deal with open source code securely
  
  +
* Skills of content marketing
−
* Explain the value of bug bounty programme and find the right moment to start it
  
  +
* 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
−
* Reason about security and safety of the system
  
  +
* Skills how to find the right addressable market for its product
−
* Suggest hardenings and architecture drifts to achieve required level of s&s
  
  +
* Skills of web analytics
−
* Propose process improvement in a cost-effective manner that would drastically improve the security and safety level.
 
  +
* Skills of CRM using
  +
* Sales skills to various types of clients
 
== Grading ==
  
== Grading ==
   
Line 96: Line 87:
 
! Grade !! Range !! Description of performance
  
! Grade !! Range !! Description of performance
 
|-
  
|-
−
| A. Excellent || 80-100 || -
 +
| A. Excellent || 90-100 || Pass
 
|-
  
|-
−
| B. Good || 60-79 || -
 +
| B. Good || 75-89 || Pass
 
|-
  
|-
−
| C. Satisfactory || 40-59 || -
 +
| C. Satisfactory || 60-74 || Pass
 
|-
  
|-
−
| D. Fail || 0-39 || -
 +
| D. Fail || 0-59 || Fail
 
|}
  
|}
   
Line 111: Line 102:
 
! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
−
| Assignment/Labs || 70
 +
| Seminar classes || 40
 
|-
  
|-
  +
| Interim performance assessment on the results of lecture assignments and its presentations || 30
−
| Final quiz || 30
  
  +
|-
  +
| Final presentation || 30
 
|}
  
|}
   
 
=== 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>If you don’t have a corresponding technical background, please do not hesitate to ask lecturer. If you feel that the gap is deep, request for extra reading.<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.
−
* Owasp.com
  
  +
* Peter Fader. Customer Centricity.
−
* MITRE SOC Operations https://www.mitre.org/sites/default/files/publications/11-strategies-of-a-world-class-cybersecurity-operations-center.pdf
  
−
* MISRA, AUTOSAR, SEI CERT
  
−
* https://www.microsoft.com/en-us/securityengineering/sdl
  
−
* Managing Security Risks Inherent in the Use of Third-Party Components
  
   
 
=== Closed access resources ===
  
=== Closed access resources ===
  +
* Viktor Pelevin. Empire V.
−
* Matt Bishop, (2018) “Computer Security: Art and Science”
  
  +
* W. Chan Kim, Renee Mauborgne. Blue Ocean Strategy.
−
* D Deougun, DB Jonhsson, D Sawano (2019) “Secure by design”
  
  +
* Eric ries. Lean startup.
−
* D LeBlanc, Michael Howard (2002) “Writing secure code”
  
  +
* Simon Kingsnorth. Digital Marketing Strategy.
−
* ISO26262
  
  +
* 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
−
* Some static analyser
  
−
* AFL
  
−
* snyk.io
 
 
= Teaching Methodology: Methods, techniques, & activities =
  
= Teaching Methodology: Methods, techniques, & activities =
   
Line 144: 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
 +
! 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 || 1 || 1
 +
| Problem-based learning (students learn by solving open-ended problems without a strictly-defined solution) || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Modular learning (facilitated self-study) || 1 || 1 || 1 || 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 || 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 || 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 || 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
 +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
−
| Lectures || 1 || 1 || 1 || 1 || 1 || 1
 +
| Lectures || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Lab exercises || 1 || 1 || 1 || 1 || 1 || 1
 +
| 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 ==
  
== Formative Assessment and Course Activities ==
Line 175: 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
−
| Individual Assignments || A2: Product Ideation and Market Research<br>Find all weakness in the code snippet. Suggest how to fix them in a secure way. What is your recommendation for the code author? || 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 ====
  
==== Section 2 ====
  +
{| class="wikitable"
−  
  +
|+
  +
|-
  +
! 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 ====
  
==== Section 3 ====
  +
{| class="wikitable"
−  
  +
|+
  +
|-
  +
! 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 ====
  
==== Section 4 ====
−  
−
==== Section 5 ====
  
−  
−
==== Section 6 ====
  
   
 
=== 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:
−  
  +
# The idea of your product/service.
  +
# 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'''
   
Line 195: Line 238:
   
 
'''Section 4'''
  
'''Section 4'''
−  
−
'''Section 5'''
  
−  
−
'''Section 6'''
  
   
   
 
=== 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 209: Line 249:
   
 
'''Section 4'''
  
'''Section 4'''
−  
−
'''Section 5'''
  
−  
−
'''Section 6'''
  

Revision as of 14:46, 12 September 2022

Business Development, Sales and Marketing in IT Industry

  • Course name: Business Development, Sales and Marketing in IT Industry
  • Code discipline: S22
  • Subject area: all around marketing and sales in IT industry.

Short Description

This course contains two important for successful company parts: marketing and sales. These are the parts that are linked with each other - it is very difficult to sell without marketing support and it is very difficult to achieve results with marketing efforts only. Marketing part, starting from defining things like developing marketing strategy for the companies, finally offers practical tools of digital marketing. We will explore new digital reality and its impact on IT business. We will learn success stories of real businesses and how companies are adapting to the new changing landscape. The second part of the course covers important things for every company's success – the sales process. Understand how to attract customers in negotiations, how to “get to yes” getting great deals, how to control the sales funnel – you will get the understanding how it works and try it in practice.

Prerequisites

Prerequisite subjects

  • HSS310

Prerequisite topics

  • Basic IT industry knowledge
  • Basic marketing knowledge

Course Topics

Course Sections and Topics
Section Topics within the section
Marketing Strategy
  1. Types of markets
  2. Product-centric marketing
  3. Customer-centric marketing
  4. Developing Marketing Strategy
Marketing tools
  1. Brand&Presentation
  2. Analytics
  3. Content
  4. SMM
  5. Context advertising
  6. E-mail marketing
Sales
  1. CRM systems
  2. B2B
  3. B2C
  4. Negotiations
Final Project Presentation
  1. Presentation of marketing&sales strategy and tactics for startup

Intended Learning Outcomes (ILOs)

What is the main purpose of this course?

This course aims to give students the skills of developing a winning marketing strategy for a startup, as well as the skills to implement marketing strategy using real digital-marketing tools and sales tactics for a startup product.

ILOs defined at three levels

Level 1: What concepts should a student know/remember/explain?

By the end of the course, the students should be able to ...

  • Develop naming, presentation, and product offer
  • Use digital marketing tools
  • Use CRM
  • Sell its product

Level 2: What basic practical skills should a student be able to perform?

By the end of the course, the students should be able to ...

  • Skills of market type identification
  • Skills in developing naming, presentations, product offerings
  • Skills of context advertising
  • Skills of SMM doing
  • Skills of content marketing
  • Skills of e-mail marketing

Level 3: What complex comprehensive skills should a student be able to apply in real-life scenarios?

By the end of the course, the students should be able to ...

  • Skills for valuation the market environment
  • Skills how to find the right addressable market for its product
  • Skills of web analytics
  • Skills of CRM using
  • Sales skills to various types of clients

Grading

Course grading range

Grade Range Description of performance
A. Excellent 90-100 Pass
B. Good 75-89 Pass
C. Satisfactory 60-74 Pass
D. Fail 0-59 Fail

Course activities and grading breakdown

Activity Type Percentage of the overall course grade
Seminar classes 40
Interim performance assessment on the results of lecture assignments and its presentations 30
Final presentation 30

Recommendations for students on how to succeed in the course

The student is recommended the following scheme of preparation for classes:
Marketing and sales are much more about hypothesis testing and math, than creativity. Therefore, it is so important for students to try the acquired knowledge in real practice, doing small tasks after each lecture.
Finally, we will try to assemble a working strategy for a startup from these tasks.
Moreover:
Participation is important. Showing up is the key to success in this course.
Reading the recommended literature is optional, and will give you a deeper understanding of the material.

Resources, literature and reference materials

Open access resources

  • Андрей Кравченко. Неидеальная стратегия для идеальной компании.
  • Peter Fader. Customer Centricity.

Closed access resources

  • Viktor Pelevin. Empire V.
  • W. Chan Kim, Renee Mauborgne. Blue Ocean Strategy.
  • Eric ries. Lean startup.
  • Simon Kingsnorth. Digital Marketing Strategy.
  • Chet Holmes. The Ultimate Sales Machine.

Software and tools used within the course

  • Standard office tools for Tables, Text and Presentation

Teaching Methodology: Methods, techniques, & activities

Activities and Teaching Methods

Teaching and Learning Methods within each section
Teaching Techniques Section 1 Section 2 Section 3 Section 4
Problem-based learning (students learn by solving open-ended problems without a strictly-defined solution) 1 1 1 1
Project-based learning (students work on a project) 1 1 1 1
Business game (learn by playing a game that incorporates the principles of the material covered within the course). 1 1 1 1
Task-based learning 1 1 1 1
Activities within each section
Learning Activities Section 1 Section 2 Section 3 Section 4
Lectures 1 1 1 0
Interactive Lectures 1 1 1 0
Lab exercises 1 1 1 0
Cases studies 1 1 1 0
Individual Projects 1 1 1 1
Peer Review 1 1 1 1
Discussions 1 1 1 1
Presentations by students 1 1 1 1
Written reports 1 1 1 1
Simulations and role-plays 1 1 1 1
Experiments 0 1 1 0
Group projects 0 0 0 1

Formative Assessment and Course Activities

Ongoing performance assessment

Section 1

Activity Type Content Is Graded?
after lecture assignments Define target audience and describe type of market for your product. 1
after lecture assignments Make 3 cusdev with potential/existing customers of your product. 1
after lecture assignments Develop your marketing strategy and present it in-class. 1

Section 2

Activity Type Content Is Graded?
after lecture assignments Write a marketing article about your product or technology in the informational style manner. 1
after lecture assignments Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. 1
after lecture assignments Create a semantic core for your product and determine the current positions on your landing page. Determine key marketing metrics, including conversion rate, on your landing page. 1

Section 3

Activity Type Content Is Graded?
after lecture assignments Create the sales funnel of your product and present it in-class. 1
after lecture assignments Create the budget for your marketing and sales activities and approve it with management. 1
in-class exercise “Sell me the pen” exercise. 1

Section 4

Final assessment

Section 1

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

Section 2

Section 3

Section 4


The retake exam

Section 1

  1. .3 The retake exam.
  2. For the retake, students have to implement a product and follow the guidelines of the course. There has to be a meeting before the retake itself to plan and agree on the product ideas, and to answer questions.

Section 2

Section 3

Section 4

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