8D04102 Маркетинг в Университет КИМЭП

This course develops conceptual frameworks in research methodologies and emphasizes business applications of modern software in research design. Main themes of this course are role of business research, acquiring research skills in both qualitative and quantitative aspects of analysis. Students will be exposed to survey instrument design, questionnaire design, sampling methods, data collection and research design, basic inference analysis, research ethics, exploratory research, qualitative analysis, measurement and scaling of data attributes as well as business applications and interpretation of statistical techniques.

The objectives of this course are to (1) familiarize student with seminal works and theories of management and organization studies, (2) identify the research gaps in existing literature and recommend future research opportunities. The student will study elements of theory and model development from macro and macro perspectives. The intent will be to understand how these different concepts of modern business organizations are meant and shape the generalist point of view into management theory and practice in both a national and global context. The classical management theories, cultural theories, institutional theories, regulation theories, modernism and post-modernism debate, Fordism, Toyotaism, TQM, Six Sigma, Lean Production, etc. will be included in this course. Further it will look into grounded theory approach to understand the development of new theories and approaches in management and organization analysis.

The main objective of this course is to provide a broad overview of contemporary marketing research topics. By emphasizing current trends and emerging issues in marketing research, the course provides doctoral students with relevant theoretical and methodological tools required for conducting high quality theoretical and empirical research in marketing, and other related fields. The course exposes students to a wide range of topics, including cross-cultural marketing, digital marketing, consumer behavior, brand management, Marketing Communications, Marketing Research, Strategic Marketing, etc.

This course examines the theories as well as empirical evidence on strategic brand management. It addresses important branding decisions faced by organizations. The objectives are: to increase the students’ understanding of important issues in planning and evaluating brand strategies; to highlight appropriate theories, models, and other tools that enhance branding decisions; and to provide a forum for students to apply these principles. Particular emphasis is on understanding the customers’ psychological principles, resulting in improved managerial decision-making regarding brands. The course will make these concepts relevant to most types of organization (public or private, large or small). During the course students will be introduced to the theoretical concepts of branding and brand management. Interactive learning integrates theory into practice through case studies, analysis of video materials, and analysis of brand strategies for the company operating in Kazakhstan and its presentation.

This course examines the theories as well as empirical evidence on integrated marketing communications. The main goal of this course is to introduce students to the main concepts of marketing communications strategy. This course anticipates the needs of future marketing managers who are able to lead company’s communication. By the end of this course students are able to define and develop company’s marketing communications strategy based on corporate attitudes and values.

This course examines the theories as well as empirical evidence on integrated marketing communications. The course examines companies operating in international markets, where competition is not limited to local producers offering competitive products. Students learn different models of entry into new markets and the differential application of customization versus standardization strategies.

The objective of this course is to familiarize students with the history and evolution of marketing thought. The course will review the literature regarding the definition of marketing, marketing as a science, and major theoretical perspectives in marketing. Special emphasis will be placed on theoretical paradigms and perspectives in marketing such as system theory, the behavioral theory of the firm, resource dependent theory, and social exchange theory that have influenced marketing as a discipline. Philosophy of science including inquiry and nature of scientific explanation, theories of truth, and distinctions between science and non-science will be discussed as it pertains to theory development.

This course examines the theories as well as empirical evidence on strategic marketing. It offers students the opportunity to broaden their understanding of marketing management by dealing with strategy development and its implementation. Students will learn how to design imaginative yet well-grounded strategies that match corporate objectives, and which are appropriate in terms of corporate resources, the operating environment and the target public. Students learn to apply strategic knowledge to practical problems in a creative and analytical manner; frequent use of cases will give ample practice in realistic implementation. The course discusses well-established marketing themes such as effective services marketing, ethical issues in marketing, corporate social responsibility, relationship marketing, and Internet marketing. Newer marketing ideas such as customer co-creation and environmental issues will also be discussed.

This course examines the theories as well as empirical evidence on theories of consumer behavior. The aims of this course are to provide the student with a basic understanding of the importance and real influence of consumers on marketing strategy. The course emphasizes the practicality of behavioral sciences’ theories as demonstrated by consumer behavior by examining how these concepts can be used by marketing practitioners to develop and implement effective marketing strategies.

Осы салада зерттеудің тиісті әдістерін қолдану (сапалық, сандық және аралас);

Сыни ойлау, шешімдер қабылдау және шығармашылық;

Тиісті пән немесе пәнаралық саладағы әдебиет бойынша теориялық білім;

Пән немесе пәнаралық саладағы мәселелер мен мәселелерді анықтау мүмкіндігі

Тиісті пәнге немесе пәнаралық салаға елеулі зияткерлік үлес;

Тиісті пән немесе пәнаралық салада аналитикалық Дағдылар мен тәжірибені меңгеру;

Ауызша және жазбаша қарым-қатынас дағдыларын көрсету;

Пән немесе пәнаралық салада жоғары тиімді журнал және конференциялық материалдарды жариялау;

Тиісті саладағы зерттеулердің мәдени хабардар болуы және ғаламдық әсері;

Әлеуметтік-құқықтық жауапкершілік және этикалық құндылықтар