Infopaket

Marketing Research

ВК 3.2.5.

Вибіркова дисципліна для ОП

First

2023/2024

5 Semester

5

PLO 6. Demonstrate the skills of searching, collecting and analyzing information, calculating indicators and justifying management decisions. PLO 15. Demonstrate the ability to act socially responsibly and socially conscious on the basis of ethical considerations (motives), respect for diversity and interculturality.

Full-time form

1. Know: principles of economic theory, microeconomics, macroeconomics, statistics for economists, finance, management of organizations, marketing, enterprise economics, managerial decision making. 2. Possess the skills: analysis, synthesis, processing and visualization of statistical data, work with the normative-legal base; use Microsoft Office Word, Microsoft Office Excel, Microsoft PowerPoint.

Мodule 1. Theoretical principles of the process of planning and organization of marketing research. Goals, objectives and principles of marketing research (MD). ESOMAR Code of Ethics. The essence of the survey method. Types of questionnaire survey. Types of observations. The essence of the experiment and its varieties. Panel studies. Focus group method. Expert survey: organization, stages of conducting, types. Innovative marketing research methods. Models of decision-making processes by consumers regarding the purchase of goods. Factors of internal and external influence on the process of the consumer making a purchase decision. Мodule 2. Practical aspects of the process of marketing research. Methods of office and field research. Support technology representativeness of information in marketing research. Types and types of samples in marketing research. Measurement technologies in marketing research. Methods of developing and compiling a questionnaire. SWOT analysis as a tool for forming the optimal marketing strategy of the enterprise. Demand forecasting methods.

1. Жегус О. В. Маркетингові дослідження : навчальний посібник / О.В. Жегус, Т.М. Парцирна ; ФОП Іванченко І.С. – Х., 2016. – 237 с. 2. Маркетингові дослідження : навч. посіб. / Безугла Л.С., Ільченко Т.В., Юрченко Н.І. [та ін.]. – Дніпро: Видавець Біла К.О., 2019. – 300 с. 3. Маркетингові дослідження. Підручник / Н. С. Косар, О. Б. Мних, Є. В. Крикавський, С. В. Леонова. Львів : Видавництво Львівської політехніки, 2018. 460 с. 4. Полторак В.А., Тараненко І.В., Красовська О.Ю. Маркетингові дослідження. К. : Центр навчальної літератури, 2017. – 342 с. 5. Старостіна А. О. Маркетингові дослідження національних і міжнародних ринків: підруч. / А. О. Старостіна. – К. : ТОВ «Лазарит-Поліграф», 2012. – 480 с.

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

1. Oral questioning, discussion (LO 1; 2.1; 3.1; 3.2) - 10 points / 6 points; 2. Execution of creative and calculation-analytical tasks (LO 2.1-2.3; 3.1; 3.2) - 20 points / 12 points; 3. Testing (LO 1; 2.1; 2.2) - 20 points/12 points; 4. Modular control work (2 MCWs, 10 points each max) (LO 1; 2.1-2.3.1; 3.2; 4) - 20 points / 12 points; 5. Independent work (2 written work, 5 points max. each) (LO 1; 2.1-2.3; 3.2; 4) - 10 points / 6 points; 6. Final control work (LO 1; 2.1-2.3; 4) - 20 points / 12 points. The final assessment is carried out in the form of a written control work.

Ukrainian