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Psychological technologies of marketing research

ДВС.2.02

Вибіркова дисципліна для ОП

Second

2023/2024

3 Semester

3

PR4. Make a psychological prognosis for the development of individuals, groups, organizations. PR5. Develop programs of psychological interventions (training, psychotherapy, counseling, etc.), conduct them in individual and group work, assess quality.

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To know: theoretical foundations, methodology and basic research methods due to the successful mastery of the disciplines "Social Psychology", "Experimental Psychology", "Psychology of Advertising and PR", "Psychology of Image-Making", "Psychology of Consumer Behavior". Be able to: conduct applied research, plan and develop research programs. To have: the skills to develop strategies, methods and research tools necessary in the work of a research psychologist.

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. 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