Infopaket

Marketing

ОК19

Обов’язкова дисципліна для ОП

First

2021/2022

4 Semester

6

PL05. Organize search, independent selection, high-quality processing of information from various sources for the formation of data banks in the field of entrepreneurship, trade and exchange activities. PL13. Use the knowledge of the forms of interaction of the subjects of market relations to ensure the activities of business, trade and exchange structures. PL14. Be able to apply innovative approaches in business, trade and exchange activities. PL15. Evaluate the characteristics of goods and services in business, trade and exchange activities using modern methods.

1. Know the content of basic economic disciplines, have the skills of economic analysis, methods of statistical analysis. Know the theoretical, methodological and practical principles of formation, operation and regulation of entrepreneurship; know the theoretical foundations of micro- and macro-economics, economics of enterprise management. 2. To be able to use analytical and statistical methods of processing economic information; assess, analyze the causes and consequences of changes in the consumer and industrial market, taking into account various uncertain situations. 3. Have basic skills in mathematical modeling, forecasting, methods of economic analysis, design and presentation of data using Microsoft Office programs (Excel, Word, Power Point, etc.).

The curriculum consists of the following content modules: 1. «Theoretical foundations of marketing» - is devoted to the study of general issues of marketing concept, organization of marketing research, forecasting market development, consumer and competitor behavior, market segmentation. 2. «Development of programs of a marketing complex» considers separate directions of marketing activity of the enterprise: commodity policy, pricing, the organization of sale, system of marketing communications that allows to develop the marketing plan of the enterprise.

1. Армстронг Гаррі, Котлер Філіп. Основи маркетингу. – К.: Діалектика, 2020. 880 с. 2. Сенишин О. С., Кривешко О. В. Маркетинг : навч. посібник. Львів : Львівський національний університет імені Івана Франка, 2020. 347 с. 3. Портер Майкл Е. «Конкурентна стратегія. Техніки аналізу галузей і конкурентів». – К.: Наш формат, 2020. – 424 с. 4. Бутенко Н.В. Маркетинг: Підручник. – К.: Атіка, 2008. 5. Маркетинг: теорія, світовий досвід, українська практика: Підручник / А.О. Старостіна, Н.П. Гончарова, Є.В. Крикавський та ін.; за ред. А.О. Старостиної. – К.: Знання, 2009. – 1071 с.

Lecture, organization independent student work, seminar

1. Content module 1 (MR1), includes topics 1-6, form of control - Modular test (Min. - 12 points, Max. - 20 points). 2. Content module 2 (MR2), includes topics 7-13, as well as independent analytical work; form of control - modular test (Min. - 12 points, Max. - 20 points). Final assessment in the form of an exam. A student is not allowed to take the exam if he / she received less than 36 points during the semester. If the student's grade on the exam is lower than the minimum threshold level (24 points), the points for the exam are not added to the semester grade (considered equal to zero), and the final grade in the discipline is unsatisfactory. There are 3 blocks of tasks for the exam: 1 block - theoretical questions; Block 2 - test tasks; Block 3 - situational task.

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