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  +
= Business Development, Sales and Marketing in IT Industry =
−
= Information Retrieval =
  
−
* '''Course name''': Information Retrieval
 +
* '''Course name''': Business Development, Sales and Marketing in IT Industry
−
* '''Code discipline''': XYZ
 +
* '''Code discipline''': S22
  +
* '''Subject area''': all around marketing and sales in IT industry.
−
* '''Subject area''': Data Science; Computer systems organization; Information systems; Real-time systems; Information retrieval; World Wide Web
  
   
 
== Short Description ==
  
== Short Description ==
  +
and prerequisites
−
This course covers the following concepts: Indexing; Relevance; Ranking; Information retrieval; Query.
  
  +
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
−
* CSE204 — Analytic Geometry And Linear Algebra II: matrix multiplication, matrix decomposition (SVD, ALS) and approximation (matrix norm), sparse matrix, stability of solution (decomposition), vector spaces, metric spaces, manifold, eigenvector and eigenvalue.
  
−
* CSE113 — Philosophy I - (Discrete Math and Logic): graphs, trees, binary trees, balanced trees, metric (proximity) graphs, diameter, clique, path, shortest path.
  
−
* CSE206 — Probability And Statistics: probability, likelihood, conditional probability, Bayesian rule, stochastic matrix and properties. Analysis: DFT, [discrete] gradient.
  
   
 
=== Prerequisite topics ===
  
=== Prerequisite topics ===
  +
* Basic IT industry knowledge
−  
  +
* Basic marketing knowledge
   
 
== Course Topics ==
  
== Course Topics ==
Line 24: Line 27:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
−
| Information retrieval basics ||
+
| Marketing Strategy ||
  +
# Types of markets
−
# Introduction to IR, major concepts.
  
  +
# Product-centric marketing
−
# Crawling and Web.
  
  +
# Customer-centric marketing
−
# Quality assessment.
  
  +
# Developing Marketing Strategy
 
|-
  
|-
  +
| Marketing tools ||
−
| Text processing and indexing ||
 
  +
# Brand&Presentation
−
# Building inverted index for text documents. Boolean retrieval model.
  
  +
# Analytics
−
# Language, tokenization, stemming, searching, scoring.
  
  +
# Content
−
# Spellchecking and wildcard search.
  
  +
# SMM
−
# Suggest and query expansion.
  
  +
# Context advertising
−
# Language modelling. Topic modelling.
  
  +
# E-mail marketing
 
|-
  
|-
  +
| Sales ||
−
| Vector model and vector indexing ||
 
  +
# CRM systems
−
# Vector model
  
  +
# B2B
−
# Machine learning for vector embedding
  
  +
# B2C
−
# Vector-based index structures
  
  +
# Negotiations
 
|-
  
|-
−
| Advanced topics. Media processing ||
+
| Final Project Presentation ||
  +
# Presentation of marketing&sales strategy and tactics for startup
−
# Image and video processing, understanding and indexing
  
−
# Content-based image retrieval
  
−
# Audio retrieval
  
−
# Hum to search
  
−
# Relevance feedback
  
 
|}
 
|}
 
== 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 course is designed to prepare students to understand background theories of information retrieval systems and introduce different information retrieval systems. The course will focus on the evaluation and analysis of such systems as well as how they are implemented. Throughout the course, students will be involved in discussions, readings, and assignments to experience real world systems. The technologies and algorithms covered in this class include machine learning, data mining, natural language processing, data indexing, and so on.
  
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 57: Line 59:
 
==== 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
−
* Search engine and recommender system essential parts,
  
  +
* Use digital marketing tools
−
* Quality metrics of information retrieval systems,
  
  +
* Use CRM
−
* Contemporary approaches to semantic data analysis,
  
  +
* Sell its product
−
* Indexing strategies.
  
   
 
==== Level 2: What basic practical skills should a student be able to perform? ====
  
==== Level 2: What basic practical skills should a student be able to perform? ====
 
By the end of the course, the students should be able to ...
  
By the end of the course, the students should be able to ...
  +
* Skills in developing naming, presentations, product offerings
−
* How to design a recommender system from scratch,
  
  +
* Skills of context advertising
−
* How to evaluate quality of a particular information retrieval system,
  
  +
* Skills of SMM doing
−
* Core ideas and system implementation and maintenance,
  
  +
* Skills of content marketing
−
* How to identify and fix information retrieval system problems.
  
  +
* 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 how to find the right addressable market for its product
−
* Implement a proper index for an unstructured dataset,
  
  +
* Skills of web analytics
−
* Plan quality measures for a new recommender service,
  
  +
* Skills of CRM using
−
* Run initial data analysis and problem evaluation for a business task, related to information retrieval.
 
  +
* Sales skills to various types of clients
 
== Grading ==
  
== Grading ==
   
Line 82: Line 86:
 
! Grade !! Range !! Description of performance
  
! Grade !! Range !! Description of performance
 
|-
  
|-
−
| A. Excellent || 84-100 || -
 +
| A. Excellent || 90-100 || Pass
 
|-
  
|-
−
| B. Good || 72-83 || -
 +
| B. Good || 75-89 || Pass
 
|-
  
|-
−
| C. Satisfactory || 60-71 || -
 +
| C. Satisfactory || 60-74 || Pass
 
|-
  
|-
−
| D. Poor || 0-59 || -
 +
| D. Fail || 0-59 || Fail
 
|}
  
|}
   
Line 97: Line 101:
 
! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
−
| Labs/seminar classes || 35
 +
| Seminar classes || 40
 
|-
  
|-
−
| Interim performance assessment || 70
 +
| Interim performance assessment on the results of lecture assignments and its presentations || 30
 
|-
  
|-
−
| Exams || 0
 +
| 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.
−
* Manning, Raghavan, Schütze, An Introduction to Information Retrieval, 2008, Cambridge University Press
  
  +
* Peter Fader. Customer Centricity.
−
* Baeza-Yates, Ribeiro-Neto, Modern Information Retrieval, 2011, Addison-Wesley
  
−
* Buttcher, Clarke, Cormack, Information Retrieval: Implementing and Evaluating Search Engines, 2010, MIT Press
  
−
* Course repository in github.
  
   
 
=== 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 =
   
 
== Activities and Teaching Methods ==
  
== Activities and Teaching Methods ==
 
{| class="wikitable"
  
{| class="wikitable"
−
|+ Activities within each section
 +
|+ Teaching and Learning Methods within each section
 
|-
  
|-
−
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
 +
! Teaching Techniques !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
−
| Development of individual parts of software product code || 1 || 1 || 1 || 1
 +
| Problem-based learning (students learn by solving open-ended problems without a strictly-defined solution) || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Homework and group projects || 1 || 1 || 1 || 1
 +
| 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
−
| Testing (written or computer based) || 1 || 1 || 1 || 1
  
−
|}
+
|-
  +
| Task-based learning || 1 || 1 || 1 || 1
−
== Formative Assessment and Course Activities ==
  
  +
|}
−  
−
=== Ongoing performance assessment ===
  
−  
−
==== Section 1 ====
  
 
{| class="wikitable"
  
{| class="wikitable"
  +
|+ Activities within each section
−
|+
 
 
|-
  
|-
  +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
−
| Question || Enumerate limitations for web crawling. || 1
 +
| Lectures || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Propose a strategy for A/B testing. || 1
 +
| Interactive Lectures || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Propose recommender quality metric. || 1
 +
| Lab exercises || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Implement DCG metric. || 1
 +
| Cases studies || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Discuss relevance metric. || 1
 +
| Individual Projects || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Question || Crawl website with respect to robots.txt. || 1
 +
| Peer Review || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Question || What is typical IR system architecture? || 0
 +
| Discussions || 1 || 1 || 1 || 1
 
|-
  
|-
  +
| Presentations by students || 1 || 1 || 1 || 1
−
| Question || Show how to parse a dynamic web page. || 0
  
 
|-
  
|-
  +
| Written reports || 1 || 1 || 1 || 1
−
| Question || Provide a framework to accept/reject A/B testing results. || 0
  
 
|-
  
|-
  +
| Simulations and role-plays || 1 || 1 || 1 || 1
−
| Question || Compute DCG for an example query for random search engine. || 0
  
 
|-
  
|-
−
| Question || Implement a metric for a recommender system. || 0
 +
| Experiments || 0 || 1 || 1 || 0
 
|-
  
|-
−
| Question || Implement pFound. || 0
 +
| Group projects || 0 || 0 || 0 || 1
 
|}
 
|}
  +
== Formative Assessment and Course Activities ==
−
==== Section 2 ====
  
  +
  +
=== Ongoing performance assessment ===
  +
  +
==== Section 1 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 174: Line 181:
 
! 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 || Build inverted index for a text. || 1
  
−
|-
  
−
| Question || Tokenize a text. || 1
  
−
|-
  
−
| Question || Implement simple spellchecker. || 1
  
−
|-
  
−
| Question || Implement wildcard search. || 1
  
−
|-
  
−
| Question || Build inverted index for a set of web pages. || 0
  
−
|-
  
−
| Question || build a distribution of stems/lexemes for a text. || 0
  
 
|-
  
|-
  +
| after lecture assignments || Make 3 cusdev with potential/existing customers of your product. || 1
−
| Question || Choose and implement case-insensitive index for a given text collection. || 0
  
 
|-
  
|-
  +
| after lecture assignments || Develop your marketing strategy and present it in-class. || 1
−
| Question || Choose and implement semantic vector-based index for a given text collection. || 0
  
 
|}
 
|}
−
==== Section 3 ====
 +
==== Section 2 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 196: Line 193:
 
! 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 || Embed the text with an ML model. || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create a landing page for your product and connect it to Yandex Metrica or Google Analytics. || 1
−
| Question || Build term-document matrix. || 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 || Build semantic index for a dataset using Annoy. || 1
  
−
|-
  
−
| Question || Build kd-tree index for a given dataset. || 1
  
−
|-
  
−
| Question || Why kd-trees work badly in 100-dimensional environment? || 1
  
−
|-
  
−
| Question || What is the difference between metric space and vector space? || 1
  
−
|-
  
−
| Question || Choose and implement persistent index for a given text collection. || 0
  
−
|-
  
−
| Question || Visualize a dataset for text classification. || 0
  
−
|-
  
−
| Question || Build (H)NSW index for a dataset. || 0
  
−
|-
  
−
| Question || Compare HNSW to Annoy index. || 0
  
−
|-
  
−
| Question || What are metric space index structures you know? || 0
  
 
|}
 
|}
−
==== Section 4 ====
 +
==== Section 3 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
Line 224: Line 205:
 
! 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 || Extract semantic information from images. || 1
  
 
|-
  
|-
  +
| after lecture assignments || Create the budget for your marketing and sales activities and approve it with management. || 1
−
| Question || Build an image hash. || 1
  
 
|-
  
|-
  +
| in-class exercise || “Sell me the pen” exercise. || 1
−
| Question || Build a spectral representation of a song. || 1
  
−
|-
  
−
| Question || Whats is relevance feedback? || 1
  
−
|-
  
−
| Question || Build a "search by color" feature. || 0
  
−
|-
  
−
| Question || Extract scenes from video. || 0
  
−
|-
  
−
| Question || Write a voice-controlled search. || 0
  
−
|-
  
−
| Question || Semantic search within unlabelled image dataset. || 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:
−
# Implement text crawler for a news site.
  
  +
# The idea of your product/service.
−
# What is SBS (side-by-side) and how is it used in search engines?
  
  +
# Define your market.
−
# Compare pFound with CTR and with DCG.
  
  +
# Analise what type of market.
−
# Explain how A/B testing works.
  
  +
# Target segment, who should we talk to?
−
# Describe PageRank algorithm.
  
  +
# 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.
  +
# P
 
'''Section 2'''
  
'''Section 2'''
  +
−
# Explain how (and why) KD-trees work.
  
−
# What are weak places of inverted index?
  
−
# Compare different text vectorization approaches.
  
−
# Compare tolerant retrieval to spellchecking.
  
 
'''Section 3'''
  
'''Section 3'''
  +
−
# Compare inverted index to HNSW in terms of speed, memory consumption?
  
−
# Choose the best index for a given dataset.
  
−
# Implement range search in KD-tree.
  
 
'''Section 4'''
  
'''Section 4'''
  +
−
# What are the approaches to image understanding?
  
−
# How to cluster a video into scenes and shots?
  
−
# How speech-to-text technology works?
  
−
# How to build audio fingerprints?
  
   
 
=== 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'''
   

Revision as of 15:45, 9 November 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

and prerequisites 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 in developing naming, presentations, product offerings
  • Skills of context advertising
  • Skills of SMM doing
  • Skills of content marketing
  • Skills of e-mail marketing

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

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

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

Grading

Course grading range

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

Course activities and grading breakdown

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

Recommendations for students on how to succeed in the course

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

Resources, literature and reference materials

Open access resources

  • Андрей Кравченко. Неидеальная стратегия для идеальной компании.
  • 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.
  18. P

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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