UNIVERSITY OF INTERNATIONAL BUSINESS FACULTY OF INFORMATION TECHNOLOGY AND FINANCE CHAIR ''MARKETING AND INFORMATION SYSTEMS'' ''APPROVED''

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1 UNIVERSITY OF INTERNATIONAL BUSINESS FACULTY OF INFORMATION TECHNOLOGY AND FINANCE CHAIR ''MARKETING AND INFORMATION SYSTEMS'' ''APPROVED'' CURRICULUM TO THE MASTERS PROGRAM ENTRANCE EXAMINATIONS PREPARATION DIRECTIONS 6M051 1OO-''MARKETING'' ALMATY,20t5

2 ' Cuniculum entrance examinations to magistracy is made on the basis of the Model Rules of admission to educational organizations that implement professional training programs of postgraduateducation, approved by the Govemment Resolution of January 19,2012 Ns 109 for entrance examinations to magistracy of scientific-pedagogical and profile direction specialty - 6M 'Marketing" Approved at the meeting of the Admission Committee, protocol number 10 of "4" in April Curriculum entrance exams discussed at the meeting of the department "Marketing and Information Systems," Protocol Ne12 of "19" in February A. Makhmetova I. Onyusheva S. Berkimbaeva

3 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 justiff 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. letter grades The system transfers grade on a 100-point rating scale The digital equivalent of Points Points on a 100- point rating scale A 4,0 9s-100 A 3, B B 3, B C* Z.JJ Points on a 4-point rating scale excellent good C 2.0 6s-69 C- 1, satisfactorily D 1, D F unsatisfactorilv 2. The right of appeal to assess the entrance exam to the magistracy in the specialty 6M051l00 "Marketing" Applicants to the magistracy, disagrees with the decision of the selection committee on the procedure of assessment of the entranc 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.

4 3. Study program of entrance examinations to magistracy in direction of preparation 6M "Marketing" specialty includes following discipline:. MARKETING CONTENTS ENTRANCE EXAMS ON SPECIAL DISCPLINE ''MARKETING'' The purpose of the discipline - the formation of masters professional knowledges and skills required for effective managementasks in the field of marketing. Tasks of 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. 1. Theoretical bases and marketing concepts The economic preconditions for the emergence and development of marketing. The theory of marketing as a philosophy of modem business and the concept of market management. The concept and essence of marketing. The concept, principles and functions of marketing. Concepts of marketing management. The reasons for the backlog of Kazakhstan to use marketing as an effective entrepreneurial activity 2. Marketing research The concept of marketing information. The value of the information for marketing activities. The concept of marketing research, aims, objects, types of research. The main directions of marketing researc. The rules and procedures of marketing research. Data collection methods and tools of marketing research. Methods of communication with respondents. 3. Marketing environment The concept of marketing environment, its importance for the marketing activities of the company. Company's Microenvironment, its main actors. Company's Macroenvironment and its main factors: demographic, economic, natural, scientific, technical, legal and cultural. Media environment. Types of contact audiences. 4. Consumer behavior in commodity markets Concept and types of needs. Types of consumers, features and differences of their behavior. The value of the knowledge of consumer behavior for marketing activities. Model of consumer behavior and factors influencing purchasing behavior. The process of deciding whether to buy in the consumer market, the market for capital goods. Features of behavior of buyers in the market resellers, public institutions. 5. Segmentirovanie market The nature and value of market segmentation. Types of segmentation. Levels of market segmentation. The principles of segmentation of the consumer market and the market of industrial goods. Evaluation and selection of target markets. Strategies for market penetration. Product positioning in the market. 6. Product marketing system The concept of product marketing. Levels of goods. Classification of goods. The concept ofproduct life cycle. Stages ofthe life cycle ofproducts. The concept ofa new product and its value. The concept of the degree of novelty of the goods, the process of creating a new product. 7. Trade policy in marketing The essence of the goals and objectives of commodity policy. Assortment policy. Components of the product range. The commodity nomenclature, its characteristics. Ways to expand the range and nomenclature. Trademarks and their value. Packaging and labeling of

5 goods, their value. The concept of competitiveness of the goods and its criteria. The concept of quality of the goods. The essence of branding. Types of branding. Principles of creation and brand management. 8. Pricing policy in marketing The role of prices in the marketing system. Options prices. Factors pricing. The main methods of pricing. Unlawful pricing. Steps in the process of.pricing. Selecting a pricing method. Pricing strategies. The establishment of the final price. 9. Sales Policy in marketing Concept, meaning and function of distribution channels. Characteristics of distribution channels. The'number of levels of distribution channels. Indirect marketing channels and direct marketing. Advantages and forms of direct marketing. Determination of the number of intermediaries. The essence, purpose and function of product distribution. Essence, functions, importance and types of wholesale. Concept and types of retail 10. Advertising in the marketing system Advertising and its importance, features, functions, and types. Vehicles for advertising. Planning promotional activities. The concept of the campaign, its organization and conduct, performance evaluation. Activities of advertising agencies. Development of advertising in Kazakhstan. 11. Planning and control of marketing The value of marketing planning. Factors affecting the efficiency of marketing planning. Types of marketing plan, the planning process, its stages. Marketing budget. Control of marketing activities. Forms and methods of monitoring its implementation. Marketing audit. 12. Strategic marketing planning The essence of strategic marketing planning. The features, objects of strategic marketing planning. The process of strategic marketing planning stages. Models of the development of marketing strategy 13. International Marketing The concept of international marketing, its role and importance. The study of the environment of international marketing. Defining the goals of international marketing. Definition of international marketing strategies, how to access to foreign markets. Development of strategy planning product, pricing, distribution strategy, promotion strategy Literature Basic l. F. Kotler, Keller K. Marketing Management, 14th edition - St. Petersburg.: Peter g Krevens D. Strategic Marketing, 6th edition. -M.: Publishing House "Williams", p. 3.L.Ktxtz D. Modem Marketing. 1lth ed: - M.: UNITY-DANA, p. 4. R. Blackwell, P. Miniard consumer behavior. SPb.: Peter, JM Dyusembekova Marketing iisledovaniya: Study posobie. Almaty: Economics, Marketing management. Full course MVA.Printsipy management decisions and the Russian practice: the textbook for students. Universities / T.A.Gaydenko.-third izdanie.-m.: Eksmo, p. Additional 1. Kotler, F. Marketing A to Z: 80 Concepts that every manager needs to know; per. from English. - M.: Wiley Publishers, llp. 2. F. Kotler Principles of Marketing. Short course- M. Publishing House Williams, Marketing management / T.A.Gaydaenko. - 3rd ed. - M.: Eksmo, p. 4. The marketing strategy. Course MBA / ml Walker. and others-am: Top, p.