Infopaket

Marketing

ОК 1.20

Обов’язкова дисципліна для ОП

First

2023/2024

4 Semester

5

PLO 5. Describe the content of functional areas of the organization. PLO 6. Identify skills of search, collection, and analysis of information, calculation of indicators to justify management decisions. PLO 11. Demonstrate skills of situation analysis and communication in various areas of the organization. PLO 15. Demonstrate the ability to act socially responsible and socially consciously based on ethical considerations (motives), respect for diversity and between cultures. PLO 18. Demonstrate knowledge of concepts, functions, types, tools of marketing and show skills of preparation and substantiation of marketing support of business development in conditions of uncertainty.

Full-time form

1. Successful mastering of the courses "Management", "Statistics for Economists", "Business Economics", "Finance". 2. Knowledge of the theoretical foundations of macroeconomics and microeconomics, psychology, general sociology, the foundations of labor law, economic theory. 3. Be able to calculate economic indicators, process statistical data, analyze statistical information. 4. Have basic skills: mathematical modeling, forecasting, using Microsoft Office Word, Microsoft Office Excel, Microsoft PowerPoint.

Content module 1. Theoretical foundations of marketing activities. The module examines the issues: functions, principles and objectives of marketing. Types of marketing. Marketing - mix system. Factors and criteria for market segmentation. Varieties of marketing strategy of differentiation. Content and procedure of product positioning on the market. Content module 2. Practical aspects of marketing activities. The module addresses issues: the concept and structure of marketing product policy. Product levels. The concept of VCT. Brand. Methods of generating ideas for new products. Stages of the pricing process. Classification of marketing pricing strategies. Complex of integrated marketing communications. Competitive marketing strategies.

1. Baranchenko Ye., Aksom H., Zhylinska O., Firsova S., Datskova D. Inbound marketing:practical aspects of promoting goods and services in E-commerce// Marketing and Management of Innovations, 2019. – No 4, с. 308-320. http://doi.org/10.21272/mmi.2019.4-Режим доступу: http://mmi.fem.sumdu.edu.ua/journals/2019/4/308-320 2. Kotler P. Principles of Marketing / P. Kotler, G. Armstrong, V. Wong, J. Saunders. – London. 2014. 1020 p. 3. Kоtler P. Lateral Marketing: New Techniques for Finding Breakthrough Ideas / P. Kоtler, F. Trias de Bes. – JоnhWіley&Sоns. Іnc., 2003 – 224 p. 4. Kоtler P. Mаrketіng 3.0 : FrоmPrоductstо Custоmerstо theHumаnSpіrіt / P. Kоtler, H. Kаrtаjаyа, І. Setіаwаn. – JоnhWіley&Sоns. Іnc., Hоbоken, NewJersey, 2010. – 190 p. 5. Marshall P. 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More / P. Marshall. – Entrepreneur Press, 2013. – 240 p.

Information-traditional with elements of problem-oriented learning: lectures, seminars, independent work, consultations, performance of individual-calculation tasks, analysis of practical situations, performance of creative tasks, active methods of conducting classes: "Erudite Marketer" .

Current assessment: 1. Test 1 - LO 1.1; 1.2 .; 2.1,2.2 - 10 points / 6 points 2. Calculation and analytical tasks - LO 2.2., 2.3, 2.4 - 20 points / 12 points 3. Practical tasks - LO 1.2 .; 2.2; - 9 points / 5 points 4. Practical tasks with elements of discussion - LO 1.1; 2.2; 2.3, 3.1, 3.2; 4.1; 4.2; 4.3, 4.4, 4.5; - 11 points / 7 points 5. Test work 2 - LO 1.3 .; 2.3; 2.4; - 10 points / 6 points. The final assessment is conducted in the form of an exam with a maximum score of 40 points (marginal score of 24 points).

Ukrainian