Download UNIVERSITY OF INTERNATIONAL BUSINESS FACULTY OF

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.