Infopaket

Sociology of Marketing

ВБ1.02

Вибіркова дисципліна для ОП

Second

2023/2024

3 Semester

4

1.1. Know the methodological principles of sociological study of marketing, the theoretical content of the basic modern concepts of marketing. 1.2. Know the specifics of description, explanation, forecasting of social phenomena and processes based on the results of marketing research. 2.1. Be able to analyze the main factors (economic, cultural, social, personal, psychological) that affect the activities of marketing in the social structure of society. 2.2. Have basic skills in the use of marketing tools to solve practical problems of sociological support of marketing strategies. 3.1. Present the results of independent research. 4.1. Carry out independent analytical, research and exploration activities.

Full-time form

1. Know the conceptual foundations of sociology of economics, sociology of advertising, sociology of mass communications. 2. Have the skills of analytical and exploratory methods of sociological empiricism.

І. Conceptual foundations of the sociology of marketing. Topic 1. Marketing as a social and managerial process. Topic 2. Causes, problems and prospects of sociologization of marketing. Topic 3. Sociological analysis of the marketing environment and marketing complex. Topic 4. Sociological foundations of marketing research as a process of social interaction. ІІ. Marketing as an institutional social practice of market regulation. Topic 5. Planning, organization and control of marketing activities. Topic 6. Marketing as a social process of constructing economic exchanges. Topic 7. Technologization of marketing activities. Topic 8. Specifics of applied marketing research.

1. Baker M.J. Marketing Theory: A Student Text / Michael J Baker, Michael Saren. – SAGE, 2010. – 448 p. 2. Benzo R. Marketing Research: Planning, Process, Practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali. – SAGE, 2017. – 432 p. 3. Brace I. An Introduction to Market & Social Research: Planning & Using Research Tools & Techniques / Ian Brace. – Kogan Page, 2006. – 154 p. 4. Clow K.E. Essentials of Marketing Research: Putting Research Into Practice / Kenneth E. Clow, Karen E. James. – SAGE Publications, 2013. – 520 p. 5. Connolly J. The Social Organisation of Marketing: A Figurational Approach to People, Organisations, and Markets / John Connolly, Paddy Dolan. – Springer, 2017. – 230 p. 6. Ellis N. Marketing: A Critical Textbook / Nick Ellis, James Fitchett, Matthew Higgins, Gavin Jack, Ming Lim, Michael Saren, Mark Tadajewski. – SAGE, 2010. – 256 p. 7. Ferguson C. Consumer Behavior: A Marketing Perspective / Carroll Ferguson. – CLANRYE International, 2020. – 212 p.

Lecture, seminar, independent work, individual research task, presentation

1. Group and individual work in seminars: LR 1.1, LR 1.2, LR 2.1, LR 2.2 - max 20 / min 12 points. 2. Modular tests: LR 1.1, LR 1.2, LR 2.1, LR 2.2 - max 20 points / min 12 points (2 tests at max 10 points / min 6 points). 3. Individual research task: LR 3.1, LR 4.1 - max 10 / min 6 points. 4. Presentation of the results of the research task: LR 3.1, LR 4.1 - max 10 / min 6 points. Final evaluation: written exam LR 1.1, 1.2, 2.1, 2.2. (exam card contains two questions) - max 40 / min 24 points (max 20 / min 12 points for each question).

english