Infopaket

Marketing research and benchmarking in international business (Workshop)

ОК.29

Обов’язкова дисципліна для ОП

First

2021/2022

7 Semester

3

To understand the essence, main directions and types of marketing research, their role in the functioning of the marketing information system of the enterprise; main stages of marketing research, features of developing the concept of marketing research; the structure of the report on marketing research and information technology; types of marketing information, its sources, advantages and disadvantages of each; basic methods of collecting and analyzing information; special marketing research methods; basic methods of statistical data analysis; methods of quantitative and qualitative marketing analysis of information; methodology of international marketing research; ways to assess the external and internal environment of the international market of the selected country; methods of selecting effective segments of the international market and ways to penetrate them; the essence and content of the concept of beachmarking, its types, forms and processes;

Distance form

Knowledge of theoretical foundations of psychology, sociology, economic theory, statistics, economics, macro- and microeconomics, international economic relations, business economics, management, international business, computer science, cross-cultural management, marketing, world commodity markets, pricing, foreign language, etc. ; ability to collect, summarize and analyze marketing information on multidisciplinary international business activities, perform analytical and organizational work in the preparation and implementation of marketing research and comparative analysis of best practices in management; mastery of the methodology of economic and statistical analysis, strategic, situational and portfolio analysis, skills of writing analytical reports, reviews and forecasts, the use of modern means of processing and presenting information;

CONTENT MODULE 1. "Conceptual principles and methods" 1. Marketing research in the system of marketing and benchmarking 2. Marketing research and information needs of the management system 3. The main types of benchmarking and the process of marketing research 4. Methods of marketing research CONTENT MODULE 2. "Subject marketing research and practical aspects of benchmarking" 5. Research and analysis of the marketing environment and market conditions 6. Research of consumer behavior 7. Strategic benchmarking and research of competition and competitors 8. Research of marketing communications

1. Малхотра Нєреш К. Маркетинговые исследования. Практическое руководство. К.: Диалектика, 2016. – 1184 с. 2. Аакер Д., Кумар В., Дей Дж. Маркетинговые исследования / 7- изд. — СПб.: Питер,2004 – 848 с. 3. Старостіна А.О. Маркетингові дослідження національних і міжнародних ринків: Підручник. – К.: ТОВ «Лазарит-Поліграф», 2012 – 480 с. 4. Черчилль Г.А., Браун Т.Д. Маркетинговые исследования. – 5- изд. – СПб.: Питер, 2010. –704 с. 5. Полторак В., Тараненко І., Красовська О. Маркетингові дослідження.- К.: 2017. – 342 с. 6. Соловьева Ю.Н. Конкурентные преимущества и бенчмаркинг: учебное пособие для вузов/ Ю.Н.Соловьева.- 2-у изд. испр. и доп..- М.:Юрайт, 2020. – 139 с. 7. Как провести бенчмаркинг: пошаговая инструкция [Электронный ресурс] // Сайт «Fast Salt Times». – Режим доступа: http://fastsalttimes.com/sections/solution/391.html

Lectures, seminars

The result of the semester test is evaluated in points (maximum number - 100 points) and is determined by the accumulative system. Current control: oral answers (up to 5 points), additions (up to 3 points), written task (abstract and presentation) (up to 12 points), individual tasks on the "Workbook" (up to 25 points), research and analytical task (up to 55 points).

Ukrainian