Infopaket

Sociological support of marketing research

ВБ2.3

Вибіркова дисципліна для ОП

First

2023/2024

4 Semester

4

1.1 Know the methodological foundations of marketing research, the structure and essence of each component of the methodological and procedural sections of the research program. 1.2 Know the quantitative and qualitative methods of obtaining primary empirical information, their features, tools and techniques for applying methods in marketing research. 2.1 Be able to develop a program of marketing research, its methodological and procedural section, research work plan; research calculation. 2.2 Be able to develop conclusions and practical recommendations based on the results of marketing research; prepare a final report on the results of marketing research.

Full-time form

1. Know the conceptual and categorical apparatus of economic theory. 2. Be able to work with a computer, find scientific information on the Internet, be able to interpret data. 3. Know the methods of data collection and analysis in sociology.

1. Marketing research. Program of marketing research. 2. Fundamental trends that shape marketing. 3. Marketing in the digital economy. 4. The latest approaches to marketing in the digital economy. 5. Performance indicators in marketing. 6. Tactics of marketing in the digital economy. 7. "Human-centered" marketing for the sake of attractive marketing. 8. Secrets of successful strategy implementation. 9. Using a balanced scorecard as a system of strategic management. 10. Mistakes of companies in marketing strategies. 11. Market research and new product in marketing research. 12. Mathematical analysis of marketing research data. Final report.

1. Kotler F. Marketing 4.0. From traditional to digital. - К: Вид.група КМ-Букс, 2018 - 208. Стр. 89-113. 2. Lurie Giles. How Coca-Cola conquered the world. 101 successful cases from world-renowned brands. - Kyiv: Force Ukraine, 2020 - 384p .. p. 90-120 3. Moroz Oksana. The nation of vegetables? How information changes people's thinking and behavior. - Kyiv: Yakaboo Publishing. 2018 - 432 c. Page 95-117 4. Thompson Derek. Hitmakers. The science of popularity and competition for attention. Kyiv: Yakaboo Publishing.2020 - 288 p. Pages 45-88 5. Rice El. Marketing Wars - Kharkiv: Ranok Publishing House: Fabula, 2019 - 240 p. Page 115-131

Lecture, practical classes, individual work

1. Execution of tasks during practical classes РН1.1, РН1.2, РН2.1, РН2.2 - 18 points / 30 points 2. Test 1 LR1.1 - 7 points / 15 points 3. Test work 2 LR1.1, LR1.2, LR2.1, LR2.2 - 7 points / 15 points 4. Final report on the results of the project LR1.1, LR1.2, LR2.1, LR2.2 - 14 points / 20 points 5. Performing independent work during the semester LR2.2 - 14 points / 20 points final assessment – pass-exam

ukrainian