Infopaket

Marketing Communication Policy

ОК 1.31

Обов’язкова дисципліна для ОП

First

2023/2024

5 Semester

5

PLO 4. Collect and analyze the necessary information, calculate economic and marketing indicators, make management decisions based on the use of the necessary analytical and methodological tools. PLO 6. Identify the functional areas of marketing activities of the market entity and their relationships in the management system, calculate the relevant indicators that characterize the effectiveness of such activities. PLO 8. Apply innovative approaches to marketing activities of the market entity, flexibly adapt to changes in the marketing environment. PLO 10. Explain information, ideas, problems and alternatives for management decisions to specialists and non-specialists in the field of marketing, representatives of various structural units of the market entity. PLO 16. Meet the requirements of a modern marketer, increase the level of personal training.

1. To know: the basic principles of the economy; the general logic and the mechanism of market; the basics of legislative regulation of business activity. 2. To have the skills to analyze, synthesize, process and present primary and secondary data, use MicrosoftOfficeWord, MicrosoftOfficeExcel.

The curriculum consists of two content modules: module 1. "The position and role of communication policy in the marketing", which examines the essence of marketing communications policy, its main characteristics, structure and features; module 2. "Planning of the marketing communications", which covers the organization of advertising and public relations activities, the direct marketing and the personal sales, evaluates the effectiveness of the marketing communications policy.

Lecture, seminar, individual study of the student, individual task - this is a study of one of the tools of marketing communications policy and comparison of practical experience of its use on the example of a selected country and Ukraine.

The assessment is carried out during the semester of all types of work, including individual study, homework, tests and individual assignments. 1. Module 1: surveys, individual study, modular test (Min. - 12 points, Max.-20 points). 2. Module 2: surveys, individual study, modular test (Min. - 12 points, Max.-20 points). 3. Execution and defense of an individual task (Min. - 12 points, Max.-20 points). Final assessment is carried out in the form of an exam: maximum score of 40 points, marginal score - 24 points. The exam is held in writing, consists of theoretical questions, tests, calculation tasks. To obtain an overall satisfactory grade in the discipline, the grade for the exam may not be less than 24 points.

Ukrainian