Marketing Management
Course: Business administration and consulting. Double Degree option with the Unіversity of Macerata, Italy
Structural unit: Faculty of Economics
Title
Marketing Management
Code
ОК 1.
Module type
Обов’язкова дисципліна для ОП
Educational cycle
Second
Year of study when the component is delivered
2023/2024
Semester/trimester when the component is delivered
2 Semester
Number of ECTS credits allocated
6
Learning outcomes
1. To present and discuss the results of scientific and applied research and marketing projects in national and foreign languages
2. Be able to establish and improve the marketing system of a market player
3. To understanding the nature and peculiarities of the marketing tools’ application in the marketing decision-making process
4. To justify marketing decisions regarding a market player by using modern managerial principles, approaches, methods, and techniques
5. To apply the methods of marketing strategic analysis and interpret its results to improve a market player’s activity
6. To diagnose and strategically and operationally manage marketing to develop and implement marketing strategies, projects and programs
7. To form a marketing system of interaction, to build long-term mutually beneficial relations with other market players
Form of study
Prerequisites and co-requisites
Students must successfully pass Current Issues of Economics and Legal Aspects of International Business courses
Course content
Discipline consists of two main modules:
Module 1. Research Aspects of Marketing Management, which researches the concept and historical aspects of a strategy and strategic management; primary demand analysis; evaluation of the market incoming and outgoing barriers; Porter Model; maps of competitive strategic groups; SWOT-analysis.
Module 2. Strategic Aspects of Marketing Management, which researches principles and methods of market segmentation and positioning; portfolio and gap analysis; competitive and growth strategies.
Recommended or required reading and other learning resources/tools
1. Кочкіна Н.Ю. Управління маркетингом: навч. посібник.- К.: Інтерсервіс, 2019.
2. Маркетинг : термінологічний словник / А.О. Старостіна, Н.Ю. Кочкіна, В.В. Журило [та ін.] / за ред. А.О. Старостиної. К. : «НВП «Інтерсервіс», 2017.
3. Маркетинг : підручник / А.О. Старостіна, Н.П. Гончарова, Є.В. Крикавський [та ін.] / за ред. А.О. Старостиної. К. : Знання, 2009.
4. Cravens, D., Piercy, N. (2008) Strategic Marketing, Mcgraw Hill/Irwin Series in Marketing.
5. Harris, J., Lenox, M. (2013) The Strategist's Toolkit, Darden Business Publishing.
Planned learning activities and teaching methods
Lections, seminars, individual work, consultations
Assessment methods and criteria
mini-projects, quizzes, individual assignment, examination
Language of instruction
English
Lecturers
This discipline is taught by the following teachers
Departments
The following departments are involved in teaching the above discipline