Infopaket

MARKETING

ВБ 1.12

Вибіркова дисципліна для ОП

Second

2023/2024

4 Semester

4

The student must know the essence and stages of marketing activities; procedure for selecting target markets; the essence and stages of the marketing complex. The student must be able to carry out market diagnostics business environments; conduct consumer surveys; determine the economic interests of market entities; develop market strategies of the enterprise; develop product strategies of the enterprise.

Full-time form

Know: the basic concepts and laws of modern economic theory, the history of economics and economic thoughts, principles, laws, functions of macroeconomics and microeconomics. To have the skills of analysis, synthesis, processing of statistical information, to determine and to analyze the factors of the market situation, to be able to systematize the market factors of influence on the activity of the business entity.

The program of the academic discipline consists of the following content modules: Content module 1. "Marketing - theory and practice of business management in modern market environment. Development of market strategies of the enterprise", which is dedicated to the consideration of the essence and content of marketing as a theory and practice of adopting management solutions, modern concept of marketing, essential elements and principles of interaction between them. Issues of management decision-making regarding the company's market strategy are considered, stages of target marketing, principles of selection of attractive segments, development of competitive strategies and positioning strategies. Content module 2. "Development of enterprise product strategies. Management marketing", which considers management decision-making in relation to food company strategy (product, price, communications, distribution) and marketing management.

1. Старостіна А. Наближення до європейської моделі споживання алкоголю за рахунок зменшення ризиків українських споживачів на ринку вина / А. О. Старостіна, В. А. Кравченко // Вісник Київського національного університету імені Тараса Шевченка. Економіка. – 2016. – № 9 (186). – С. 35-44 2. Старостіна А. Маркетингові дослідження: визначення мети та практика розробки анкети (на прикладі ризиків споживачів на ринку вина) / А. О. Старостіна, В. А. Кравченко // Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка. - 2015. - №8 (175). - С. 6-12 3. Старостіна А. Український маркетинг: становлення та перспективи розвитку / А. О. Старостіна // Маркетинг в Україні. - 2017 - 100 - С. 4-9 4. Ceccato I., Di Crosta A., Marchetti D., La Malva P. Psychological factors and consumer behavior during the COVID-19 pandemic. 2021. URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0256095

Lectures, seminars, consultations, independent work.

Final evaluation in the form of an exam A student is not allowed to take the exam if he received less than 36 points during the semester. If the student's grade on the exam is lower than the minimum threshold level (24 points), then the points are for exam are not added to the semester grade (they are considered equal to zero), and the final grade from discipline is unsatisfactory.

Ukrainian