Infopaket

Marketing Management

ОК 1.

Обов’язкова дисципліна для ОП

Second

2021/2022

2 Semester

6

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

Students must successfully pass Current Issues of Economics and Legal Aspects of International Business courses

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.

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.

Lections, seminars, individual work, consultations

mini-projects, quizzes, individual assignment, examination

English