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Psychological technologies of marketing research

ВБ.2.02

Вибіркова дисципліна для ОП

Second

2023/2024

3 Semester

4

LO4. To make a psychological prognosis for the development of personality, groups, organizations. LO5. To develop programs of psychological interventions (training, psychotherapy, counseling, etc.), implement them in individual and group work, evaluate their quality.

Full-time form

Знати: теоретичні основи, методологію та базові методи досліджень за рахунок успішного опанування дисциплін «Соціальна психологія», «Експериментальна психологія», «Психологія реклами та PR», «Психологія імвджмейкінгу», «Психологія споживчої поведінки». Вміти: проводити прикладні дослідженняя, планувати та розробояти дослідницькі програми. Володіти: навичками розробки стратегій, методів та дослідницьких інструментів, необхідних в роботі психолога-дослідника.

The aim is to acquaint students with the features and main problems of using psychological technologies in marketing activities, the methodology of marketing research, the main approaches and basic methods of marketing research, the development of professional thinking among students and their assimilation of the basic concepts, principles and provisions, methods and technologies necessary for a practical psychologist who work in marketing

Sosniuk O. P. Psykholohichni instrumenty dlia rozrobky biznes-stratehii. Aktualni problemy sotsiolohii, psykholohii, pedahohiky: Zbirnyk naukovykh prats. Vyp.16. K.: Lohos, 2012. S.150–157. Sosniuk O. P. Psykhosemantychnyi analiz osoblyvostei uiavlen molodi pro innovatsiini brendy. Ukrainskyi psykholohichnyi zhurnal. №4 (10). K., 2018. S. 143–155. Sosniuk O. Sekrety interpretacii vizual'nyh obrazov Marketing i reklama. №11 (278). K.: NVF «Studcentr», 2019. S. 24–33. McGonigal Jane. Reality Is Broken. The Penguin Press, New York. 2011. 388 p. Zichermann Gabe, Joselin Linder. Game-Based Marketing. John Wiley & Sons, Inc., 2010 . 221 p.

Lectures, seminars, reports, discussions, work in mini-groups, case studies, tests, project tasks, creative tasks.

Forms of student assessment: the final number of points is formed by the points received by the student in the process of mastering the material on all 8 topics of two content modules, completing assignments for individual work and individual creative work during the semester. Assessment organization: final assessment in the form of a credit: the maximum number of points on the test - 40 points, the minimum number of points added to the semester - 24 points (60% of the maximum number of points allocated for the test). Students who scored a lower number of points during the semester than the critical-calculated minimum - 20 points are not allowed to take the test. The recommended minimum for admission to the test - 38 points. Correspondence scale: Score Number of points Credited 60-100 Not credited 0-59

Ukrainian