Infopaket

Innovation Marketing

ОК 1.10

Обов’язкова дисципліна для ОП

Second

2023/2024

2 Semester

6

PLO1. Critically comprehend, select and use the necessary scientific, methodological, and analytical tools for management in unpredictable conditions. PLO4. Substantiate and manage projects, generate business ideas. PLO 6. Have the skills to make, justify and ensure the implementation of management decisions in unpredictable conditions, taking into account the requirements of current legislation, ethical considerations and social responsibility. PLO 20. Apply innovative marketing tools in the professional activities of organizations of different types of economic activity.

External form

1. Successful mastering of the courses "Marketing", "Management", "Statistics for Economists", "Marketing Research", "Strategic Management", "Organization and Management of Innovations". 2. Knowledge of the theoretical foundations of macro- and microeconomics, psychology, sociology, law, economic theory, finance, business economics. 3. Be able to calculate economic and marketing indicators, process statistical data, analyze statistical information. 3. Have basic skills: mathematical modeling, forecasting, using Microsoft Office Word, Microsoft Office Excel, Microsoft PowerPoint.

Content module 1. "Theoretical principles of marketing innovations". The module examines the genesis of the modern marketing concept, the transformation of marketing concept in post-industrial and sustainable development economics, holistic marketing concept, innovative marketing, lateral marketing, employer brand, consumer behavior in the innovation market, psychographic segmentation of consumer life. Content module 2. "Practical aspects of marketing innovations". The module deals with issues of marketing research in innovation activities of the enterprise, segmentation of the new product market, forecasting the demand for innovations, expert evaluation of innovations, development of market parameters of innovations, brand management of new goods.

1. Фірсова С.Г. Маркетинг нововведень: дослідження, сегментування, прогнозування: Навчальній посібник. –– К.: Атіка, 2010. – 240 с. 2.Фірсова С.Г. Маркетинг нововведень: практикум. Навчальний посібник / С.Г. Фірсова. – Вінниця: ТОВ «Ніланд-ЛТД», 2017. – 152 с. 3.Principles of Marketing / P. Kotler, G. Armstrong, V. Wong, J. Saunders. – [5th European edition]. – London : Prentice Hall / Pearson Education Limited, 2014. – 1020 p. 4. Mаrketіng 3.0 : Frоm Prоducts tо Custоmers tо the Humаn Spіrіt / P. Kоtler, H. Kаrtаjаyа, І. Setіаwаn. – JоnhWіley&Sоns. Іnc., Hоbоken, NewJersey, 2010. – 190 p. 5. Marketing 4.0: Moving from Traditional to Digital Hardcover / P. Kоtler, H. Kаrtаjаyа, І. Setіаwаn. – JоnhWіley&Sоns. Іnc., 2016 – 210 p.

Problem-oriented learning: lectures, seminars, discussion, consideration of practical and situational tasks, conducting business games, creative individual tasks, consultations, independent work

Forms of student assessment: (max. points 60 / min. points 36) 1. Independent work - preparation and presentation of 2 individual tasks of 15 points (LO 1.1; 1.2; 2.1; 2.2; 3.1-3.3; 4.1) - 30 points / 18 points; 2. Independent work - solving analytical and computational individual tasks (LO 1.3; 2.3-2.4; 3.2; 4.2; 4.3) - 30 points / 18 points. Final assessment in the form of an exam.

Ukrainian