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UNIVERSITY OF INTERNATIONAL BUSINESS FACULTY OF INFORMATION TECHNOLOGY AND FINANCE CHAIR "MARKETING AND INFORMATION SYSTEMS" CURRICULUM ТО THE MASTERS PROGRAM ENTRANCE EXAMINATIONS PREPARATION DIRECTIONS 6M051100- "MARKETING" ALMATY, 2016 1. The principles and criteria for evaluation of knowledge in the entrance exams At the exam assesses the level of mastery of the material issues in the framework of Curriculum entrance exams to master's degree, the ability to articulate the necessary data, the basic concepts and categories, to resolve on their own task and competence to justify his own point of view on the issues raised. Grades on the following criteria: "Excellent" - the person who hands over the entrance exam demonstrates a thorough knowledge on the entrance exam, only professional erudition and ability to logically correct and accurate, comprehensive presentation. "Good" - the person who hands over the entrance examination shows his competence in the research question with some formal errors, while delivering the creative abilities to find their own truth. "Satisfactory" - a person who hands over the entrance exam has satisfactory information material, loosely tracks the logical relationships of individual parts of the examination questions are not able to think critically and independently to create constructive strategies to address the problem. "Unsatisfactorily " - the person who hands over the entrance exam has not mastered informs of the entrance exam, logical thinking skills are not developed, does not disclose the questions asked in the exam fees on the block of disciplines included in the examination ticket. The system transfers grade on a 100-point rating scale letter grades A A" B+ В В' c+ с С" D+ D F The digital equivalent of points 4,0 3,67 3,33 3,0 2,67 2,33 2,0 1,67 1,33 1,0 0 Points on a 100point rating scale 95-100 90-94 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 0-49 Points on a 4-point rating scale excellent good satisfactorily unsatisfactorily 2. The right of appeal to assess the entrance exam to the magistracy in the specialty 6M051100 "Marketing" Applicants to the magistracy, disagrees with the decision of the selection committee on the procedure of assessment of the entrance examination (special discipline) or selection to place the state order in the Masters, has the right to file a written appeal notice. The appeal commission included as independent experts, representatives of education authorities, doctors from other institutions of education and science. After appeal consideration the decision of the appeal commission on the evaluation of the examination committee (as in the case of its increase and decrease). In the event of disagreements in the appeal commission on the evaluation of a vote set and the assessment is approved by a majority vote. 3. Study program of entrance examinations to magistracy in direction of preparation 6M051100 "Marketing" specialty includes following blocks of special disciplines included in the exam questions: 1 Marketing. 2 Marketing Research. 3 Marketing Communications. The number of questions in the block 1 "Marketing" is 40% of the total number of questions. The number of questions in the block 2 "Marketing Research" is 30% of the total number of questions. The number of questions in the block 3 "Marketing Communications" is 30% of the total number of questions. 4 CONTENTS OF BLOCK 1 ENTRANCE EXAMS ON SPECIAL DISCIPLINE "MARKETING" The purpose of the discipline - the formation of masters professional knowledges and skills required for effective management tasks in the field of marketing. Tasks ot the discipline: development of the essential content of the concept of "Marketing" is relatively new to our entrepreneurs; Learning the basic principles, functions and concepts of marketing; study of the process of marketing management; familiarization with the model of consumer behavior and the factors influencing it; study of the principles of market segmentation and product positioning; introduction of marketing strategies for product life cycle stages. Content Economic prerequisites of development and marketing. Socio-economic content, specificity and evolution of marketing as a science. Objects and subjects, objectives, principles, process and marketing functions. Marketing complex and its basic elements: product, price, distribution and promotion. Marketing types, depending on the state of demand: the conversion, developing, remarketing sinhromarketing, stimulating, supportive, demarketing and counteracting marketing. The basic concept of marketing: improvement of production, improvement of goods, intensification of commercial efforts, the concept of marketing and socio-ethical marketing. Their essence, features and application conditions. The concept of of marketing environment. Controllable and uncontrollable factors of marketing environment: the relationship between them. Microenvironment and its main subjects: company, suppliers, marketing intermediaries, customers, competitors, audience. Organization of marketing in the enterprise. The main types of organizational structure of marketing management at the company. Macroenvironment of company and its main factors: demographic, economic, natural, scientific, technological, political and cultural environment. The main directions of market analysis: assessment of market conditions, the determination of capacity and market share. Classification of the commodity markets. The concept of market segmentation. Basic principles of segmentation of consumer markets: geographic, demographic, psychological behavior. Market coverage strategies: undifferentiated, differentiated, concentrated marketing. Positioning of products in the market. Factors that determine the product position in (Iih шжкы. The selection and implementation of positioning strategies. The concepts of "need", "consumer", "buyer", "buyer's market", "seller's market". Personal consumer needs: absolute and relative. Model of consumer behavior and its components. Characteristics of a buyer on the consumer market. The main factors affecting the buying behavior. Types of consumers. The process of deciding whether to buy in the consumer market. The concept of goods. The three-level model of the product. A specific product, advanced product and generic product. The concept of product life cycle. Stages of product life cycle. Trademark, its nature and function. The practice of branded names. Law of the Republic of Kazakhstan "Trademarks, Service Marks and Appellations of Origin." Packaging and labeling of goods. Packaging functions. The main elements of the package. Requirements for packaging development. The essence, purpose and objectives of product policy. The product range. The breadth, richness, depth and comparability of the commodity nomenclature. New product. The concept of developing a new product. Price and its role in the marketing system. Price functions: account, stimulating, distribution, function of supply and demand balanced, rational distribution of production. Types of prices and their characteristics. Methods of calculating the initial price for the commodity. Factors affecting the price: internal and external. Basic approaches to pricing: pricing based on cost, the value of goods, competition. Pricing strategies of the company: inflated, sliding, market penetration, subsequent, segment, based on the value, lower cost, proactive pricing. The market price adjustment. Discounts and offsets: quantitative, for payment in cash, functional, seasonal, stimulating. Discriminatory prices: concept, factors and conditions of their application. The concept of the distribution channel, its meaning and function. Levels of distribution channels, their structure. Determination of the number and types of intermediaries. The marketing strategy: intensive, selective, exclusive, their nature, advantages and disadvantages. Factors influencing the marketing strategy. Vertical marketing systems: types, goals, specifics. Goods movement: the nature, purpose, elements. Product distribution channels: direct, indirect, mixed, their comparative characteristics. The length and width of the channel. Elements and structure of costs of the goods distribution complex. Wholesale: its essence and meaning, of wholesale trade functions. Forms of wholesale trade: leasing engineering, franchising. Retail: the concept, features, types. Classification of retail outlets: on the volume of services, product lines, the nature of trade services, relative to prices, shop concentrations. Complex of product promotion (promotion-mix). Communication strategies: push strategy, pull strategy, mixed strategy. Methods of promoting budget development: funding "trom the options", "fixed percentage", "matching a competitor", based on the maximum cost goals and objectives, taking into account marketing program. Advertisement: objectives, types, distribution tools. Types of advertising: informative, persuasive, reminding. Development of the ad vci lining budget. Sales promotion: the concept, features, types of sales promotion tools. Development of sales promotion programs. Propaganda ("publicity"): definition, functions, scope, means of propaganda. Personal selling: value, role and characteristics. The role and tasks of sales agents. Marketing control. Types of control: control of the implementation of annual plans, control of profitability in various products, territories, market segments, sales channels. Marketing audit. Literature Basic 1. Kotler, F. Fundamentals of marketing / Kotler, G. Armstrong, W. Wong, J.. Saunders. 5th European edition. - PH Williams, 2014 - 752 2. F. Kotler, Keller K. Marketing Management, 14th edition - St. Petersburg .: Peter -2014 g - 800. 3. Best, R. Marketing from the consumer / R. Best. - M .: MYTH, 2015.-760 p. 4. Mann, I. 100% Marketing / I. Mann. - M .: MYTH, 2011,- 256 p. 5. Solovyev, BA Marketing: the textbook / B A . Solovyev, A.A. Meshkov, B.V. Musatov. - M .: INFRA-M, 2014,- 631 p. Additional 1. Beckwith, G. Selling the invisible. Guidance on modern marketing of services / G. Beckwith. - M .: Alpina-Pablisher, 2011.-224 p. 2. Ivanov, L. Marketing conveyor / L. Ivanov. - M .: Ivanov & Partners, 2014.-210 p. 3. Kotler, F. Marketing 3.0. From products to consumers, and further - to the human soul / Kotler, H. Kartadzhayya, A. Setiawan. - M .: Eksmo, 2011.-240 p. 4. Rukavishnikov, A. Intelligent Marketing / A. Rukavishnikov. - M .: Eksmo, 2010,- 320 P5 M.R. Smykova Marketing of the hospitality industry: textbook/ MR Smykova, O.Zh. Ustenova.- Almaty: LEM 2011 -240 p 5 CONTENTS OF BLOCK 2 ENTRANCE EXAMS ON SPECIAL DISCIPLINE "MARKETING RESEARCH" The concept of "market research". The difference between market research from sociological research. Relationship of market research with the adoption of marketing decisionmaking system. The essence of marketing information system: definition, structure, approaches to its formation, the use of the database. Members of the marketing information. The use of marketing information for making marketing decisions. Marketing Information: primary and secondary data. Advantages and disadvantages of the primary and secondary information. Internal and external sources of secondary information. Features of the use of different sources of information. Sources of primary information. Classification of marketing information. Organizational forms of market research: problem groups, departments of companies, external suppliers of marketing information. Features of the organizations conducting market research: universal agencies, specialized agencies, research institutions, educational institutions. Regulation of research activity in the Republic of Kazakhotan. The main directions of market research: market research, cuinpany capacity research, product research, price, intermediaries, advertising, sales promotion programs, personal selling programs, public relations programs, direct marketing tools. Features of the program and project strategy of market research. The process of planning the strategy of market research in the company: information requirements, challenges, resources, responsibilities, equipment and budget. Quantitative methods of market research: features in use. The results obtained at carrying out of quantitative research Qualitative methods of market research: features in use. The results obtained at carrying out of qualitative research. The main stages of the process of market research: problem definition, goals and objectives of the study, the development of research methodology, the organization of data collection, processing and analysis of data, preparation of the final report and presentation of results. The main mistakes in the organization of the different stages of research: systematic, random. Fiictuib affecting the reliability of the informal inn TCr.bilinnuliip bulwrni mnnnpemont problems and market researchs. The structure of the request for the study. Features of preparation of the research proposal. Types of market research, depending on the given problem. Search, experimental, descriptive studies, their characteristics and methods of gathering information. Formulation of hypothesis. Analytical models (verbal, graphic, mathematical) used to test hypotheses. Tools to collect information. Questionnaire. Requirements for the questionnaires. The structure of the questiomiaire. Equipment. The training of researchers. "Sample". Census. General population. The sampling frame. Types of sampling: random, deterministic, quota, cluster. Methods and procedure of sampling, "snowball", "reference point." Features of the use of different samples in conducting marketing research. Methods of data analysis: histograms, mean values. Tabulation. Multidimensional scaling. Segmentation models. Correlation and regression. Features of use of correlation and regression in the analysis of the marketing information. Qualitative and quantitative research: focus groups, depth interviews, projective techniques, experiment, observation, test marketing, various types of surveys, retailers audits, "mystery shopper." Quantitative analysis of media materials. Features of carrying out. Requirements to the respondents. Literature Basic 1. Berezin, I. Marketing research: instructions for use / Berezin. - M .: Yurayt, 2012. -383 P2. Jeffrey M. Marketing, based on data / Jeffrey M.. - M .: MYTH, 2013.-384 p. 3. Mann, I. Fccdback /1. Mann. - M .: MYTH, 2015.-304 p. 4. Tyurin, D.Y. Market research: organization and conducting in the company / D.V. Tyurin. - M .: Yurayt, 2013.-342 p. 5. K. Malhotra Marketing Research. - M.: "Williams" Publisher 2007 Additional 1. Barden, F. Hacking Marketing. The science of why we buy / F. Barden. - MYTH, 2014,304 p. 2. Lindstrom, M. Buy-ology. A fascinating journey into the brain of the modern consumer / translated from English. - M Elomo, 2010. ','10 p 3. Tyurin, DV Marketing audit / DV Tyurin. - M .: 1NFRA-M, 2014.-285 p. 4. Lipyib, I.V. Prioing / I.V. Lipoito. M .: Yurayt, 2013.-576 p. 5. McNeil, R. Marketing research in the B2B: analysis and assessment of commodity market tor business / R. McNeill. - M .: Balance Business Books, 2UU7.-432 p. 6 CONTENTS OF BLOCK 4 ENTRANCE EXAMS ON SPECIAL DISCIPLINE "MARKETING COMMUNICATIONS" The evolution of communication patterns. Theoretical achievements of different schools. Stages nf development of communication systems. Communication as a strategic management tool. The basic elements of marketing communications. Sender. Recipient. Coding. Messages. Mediator. Decoding. Responses. Model of response: cognitive, behavioral and emotional. Customer Feedback. Types of communication eliaimcls. Features of personal and impersonal communication. Personal communication channels. Factors of effectiveness of personal communication channels, factors of conversation. Energy of rumors. Non-personal communication channels. MASS MEDIA. The Internet. Events. Verbal mid nnn-vnrbil шкжж of communication. Defining the target contact audience. Target customers for the development of promotion programs Analysis nf audience stereotypes about the company, its products and competitors. Stages of assessment of knowledge about the subject of contact audience. The scale of the contact audience relationship. Making calls. Rational appeal. Emotional appeal. The moral appeal. Message structure. Making posts. Treatment sources. Communication as the promotion of the goods management system. The difference between marketing communications and promoting. Essence, value, features and objectives of marketing communications. The main elements of marketing communications. Integrated Marketing Communications (IMC). Advertising. Sales promotion. Personal selling. Direct marketing. Public relations. Characteristic features, advantages and disadvantages of the promotional tools. The need for a communication policy of the enterprise. The role and benefits of marketing communications planning. Classification of marketing communications plans (shared, integrated, specific, strategic, tactical) and their attributes (size and scope of validity period). The methods and stages of marketing communications planning. Determination communication purposes. Factors affecting the formation of the program of promotion mix (type of market, strategic objectives, consumers' willingness to make a purchase, the product in its life cycle, competitive situation etc.). Creation and distribution of the total budget for promotion. Possible methods. Method percent of sales. The method of matching competitors. The method aims and objectives. Marketing control. Types of control, inspection and audit of the communication activities. The notion of "advertising". Contact of advertising to other forms of marketing communications. Social responsibility of advertising. Types of advertising: reminding, image, safety, product advertisement and other. Means of dissemination of advertising and their characteristics (coverage, repetition rate, the level of impact, scope, cost, advantages, disadvantages). Aims and objectives of the campaign: message, persuasion, reminder. Selection of advertising ideas. Creative Planning Technology. Chretien-brief. The birth of the idea. Types of advertising appeals. Creating advertising appeal. The style, tone, words and format of treatment. Evaluation and selection of treatment, copywriting Technologies. Making headlines. Advertising agencies and their types. Advertising department at the company. Methods of organizing advertising departments. Contact advertising department with other departments and marketing services company. A strategic approach to the organization of the advertising department. A campaign costs. Factors of costs formation: product life cycle, competition, the abundance of advertising, the share of goods in circulation, the consumer base. Distribution of promotional efforts. Communicative and cost-effectiveness of advertising. Understanding effect. The purpose of the study of understanding effect. Direct assessment method. "Batch" method. Experimental methods for evaluation of advertising. The necessity and importance of advertising testing. Types of testing. Laboratory tests. Print advertising. Tests at home, shop, cinema. Television tests. Testing of advertising before goods outputting on the market, after. Objectives of sales promotion. Major decisions in the field of sales promotion. Setting sales promotion tasks. Objects of sales promotion: the promotion of consumers, encouraging retailers, encourage business partners and sales agents. Price and non-price sales promotion. Promo actions, BTL-actions. Training for sales promotions. The choice of sales promotion tools: coupons, coupons, discounts, allowance, gifts, prizes, rewards for loyalty seller, warranty, demonstrations at points of sale. Joint and cross-stimulation, trade incentive tools: markdowns, compensation, a gift from the company. Incentives for business partners and sales staff: commercial exhibitions and congresses, contests, special advertising. Development of sales promotion programs. Factors influencing sales promotion: stimulation intensity level, the conditions for participation in the program, duration of stimulation, propagation method, timing, total incentive budget. Preliminary testing of the sales incentive program. Implementation of sales promotion programs. Evaluation of sales promotion programs: survey method, a comparison of indicators, experimental method. Aims and Objectives of public relations. Marketing Service for Public Relations and its objectives: to promote the appearance of new products, changing attitudes, the development of interest in the product of a certain category, the impact on specific target groups, product protection in problem situations, creating an image of the company. Organization of relations with the media. Conflict Management. Social Responsibility of PR. Major decisions in the field of commercial relations with the public. Functions of PR divisions: media relations, corporate communications, lobbying, advice. Basic tools: publications, events, news, statements, services, activities, means of visual identity. E-marketing. Selection of applications and tools of PR. Personal selling aspects: professionalism and negotiation. Shopping professionalism. Approaches to training of sales personnel: focuses on trade, on the consumer. The main stages of the sales process effectively: search and evaluation of prospective clients, preparing for contact, contact, presentation and demonstration, overcoming objections, closing of the transaction, the subsequent work with the client. Negotiation. Determination of the negotiations. Routine exchange. Contractual exchange. The main features of character and ability to sales agent. Agreement Area. Reserve price. The formulation of the strategy of negotiation. Negotiating Tactics. Sales Method: situation, problems, solutions, results. Basic steps for the development of marketing relations program: identification of key customers, assigned to work with each key customer, design a clear description of the tasks for managers relationships. Appointment of the head to control the activities of managers' relationships, long-term and daily plan of work with clients. Network Marketing: the concept, the essence of the principles of building a network. The role and place in the network marketing company promoting complex products. Interactive marketing, its key features and technologies. Touch Marketing, purpose and objectives, strengths and weaknesses, particularly the application. Guerrilla Marketing: bazz marketing, life, and product placement, meme, flashmob, ambient. Prospects for the development of new communication technologies in the Republic of Kazakhstan. Brand as a means of attracting the attention of consumers. Types refer to the trademark: company name, logo, trade image. The meaning and essence of corporate identity. Three ways of brand designation: producer brand, brand agent, a combination of the brand's products and brand agent. Legislation ot the Republic of Kazakhstan in the field of trademarks. Create branding, as a special form of marketing communications. The principles of creating and managing brands. Branding and positioning. The extent and prospects for the spread of brands. Literature Basic 1 1 Integrated communications / erl. OV Saginova. - M .: cd. House Academy, 2014.-320 p 2 the law of the Republic of Kazakhstan "On Advertising" <bili:d Ducembei 19, 2003 № 508-11 3 The law of the Republic of Kazakhstan "On Trademarks, Service Marks and Appellations of Origin" The law of 26 July, 1999 № 456-1 4 The law of the Republic of Kazakhstan "On mass media" of July 23, 1999 № 451-1 (as amended as of 06.02.2009) 5 Resolution of the Government of the Republic of Kazakhstan dated March 21, 2008 № 277 On approval of the Technical Regulations "Requirements for packaging, marking, labeling and their correct application" Additional 1 Kaplunov, D. Content Marketing and rock and roll. Book-muse to conquer clients on the Internet / D. Kaplunov. - M .: Mann, Ivanov and Ferber, 2013.- 496 p. 2 Karpov, S.V. International advertising. Tutorial and Workshop for Academic Bachelor / SV Karpov. - 3rd ed., Revised, and ext. - M .: Yurayt Publishing, 2014. - 473 pages, - Series: Bachelor. Academic course. 3 Corot, N. Successful business style / N. Кого, E. Karakoz.- SPb .: Peter, 2009. -208 p. 4 Stelzner, M. content marketing / M. Stelzner. - MYTH, 2012.-288 p. 5 Shevchenko D.A. Advertising. Marketing. PR / D.A. Shevchenko.- M .: Russian State Humanitarian University, 2014.-639 p.