Sociological support of marketing research

Course: Sociаl Technologies

Structural unit: Faculty of Sociology

Title
Sociological support of marketing research
Code
ВБ2.3
Module type
Вибіркова дисципліна для ОП
Educational cycle
First
Year of study when the component is delivered
2023/2024
Semester/trimester when the component is delivered
4 Semester
Number of ECTS credits allocated
4
Learning outcomes
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.
Form of study
Full-time form
Prerequisites and co-requisites
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.
Course content
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.
Recommended or required reading and other learning resources/tools
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
Planned learning activities and teaching methods
Lecture, practical classes, individual work
Assessment methods and criteria
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
Language of instruction
ukrainian

Lecturers

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Departments

The following departments are involved in teaching the above discipline