Infopaket

Digital-marketing

ВБ 1.3.1.9.

Вибіркова дисципліна для ОП

First

2023/2024

7 Semester

6

PLO 1. Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. PLO 3. Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. 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 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.

Full-time form

1. Know: the basic concepts, principles, functions of marketing activities, features of market behavior of the business entity, the methodology of market research, the principles of developing a market product strategy of the enterprise. 2. Have the skills to determine the purpose of the study and the need for information; identification of factors of market threats and opportunities; identification of strengths and weaknesses of the enterprise; collection, processing, analysis, and interpretation of primary and secondary market information; clarification of the management problem; development of market - product strategy of the enterprise.

The specifics of digital marketing and its modern basic terms are revealed; functional characteristics of digital marketing channels and features of their application. Ways to build a map of the customer's path and the specifics of the sales funnel are studied. Theoretical bases of definition of target audience, creation of a portrait of the consumer are considered, stages of development of strategy of digital - marketing are defined and analytical indicators in digital - marketing are covered.

Lectures, seminars, individual work

Modular test, survey, discussion, defense of the creative project, final test Discussions, surveys, modular control work №1 (Min. - 12 points, Max. - 20 points). Discussions, surveys, modular control work №2 (Min. - 12 points, Max. - 20 points). Defense of independent creative project (Min. - 12 points, Max. - 20 points). A student is not allowed to take the test if he received less than 45 points during the semester. If the student's grade is lower than the minimum threshold (15 points), the score is not added to the semester grade (considered zero), and the final grade in the discipline is unsatisfactory. There are 4 blocks of tasks: Block 1 - theoretical questions; Block 2 - categories; Block 3 - test tasks; Block 4 - creative task.

Ukrainian