Infopaket

Internet Marketing

ВК 3.2.6

Вибіркова дисципліна для ОП

Second

2021/2022

3 Semester

5

PLO 5. To plan the activities of the organization in strategic and tactical sections. PLO 6. Have the skills to make, justify and ensure the implementation of management decisions in unpredictable conditions, taking into account the requirements of applicable law, ethical considerations and social responsibility. PLO 10. Demonstrate leadership skills and ability to work in a team, interact with people, influence their behavior to solve professional problems.

Full-time form

1. Know: the basic concepts, principles, functions of marketing activities, features of market behavior of the business entity, the methodology of market research, the principles of developing a market product strategy of the enterprise. 2. Have the skills to determine the purpose of the study and the need for information; identification of factors of market threats and opportunities; identification of strengths and weaknesses of the enterprise; collection, processing, analysis, and interpretation of primary and secondary market information; clarification of the management problem; development of market - product strategy of the enterprise.

The specifics of Internet marketing and its modern basic terms are revealed; functional characteristics of Internet marketing channels and features of their application. In particular, features and differences of SEO and PPC, content-marketing, email-marketing, SMM-marketing; effective strategies and key mistakes in the use of these channels are covered, cases of domestic and foreign companies are considered. Regularities and modern trends of consumer behavior are studied, which determine the ways of constructing a map of the customer's path and the sales funnel. Theoretical bases of definition of target audience, creation of a portrait of the consumer are considered, stages of development of strategy of Internet - marketing are defined and analytical indicators in Internet - marketing are covered.

1. Hanlon A. McKinsey’s consumer decision journey. Smart Insight: Actionable Marketing Advice. 2019. URL: http://www.smartinsights.com/marketingplanning/marketingmodels/mckinseys-consumer-decision-journey/ 2. Loxton M., Truskett R., Scarf B., Sindone L., Baldry G. Consumer Behaviour during Crises: Preliminary Research on How Coronavirus Has Manifested Consumer Panic Buying, Herd Mentality, Changing Discretionary Spending and the Role of the Media in Influencing Behaviour. Risk Financial Manag. 2020, 13, 166 p. doi:10.3390/jrfm13080166. 3. Leone C. How Much Should You Budget For Marketing In 2021? 2020. URL: https://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014 4. McCoy J. What is Internet Marketing? Your Guide to Today’s Online Marketing. 2021 URL: https://www.searchenginejournal.com/internet-marketing/230047 5. Prater M. 25 Google Search Statistics. 2021. URL: https://blog.hubspot.com/marketing/google-search-statistics

Problem-oriented learning: lectures, seminars, consultations, independent work

Forms of student assessment: (max. points 75 / minimum points 45) - semester assessment Discussions, surveys, modular control work №1 and №2 LO 1.1 - 3.1. (Min. - 30 points, Max. - 50 points). Defense of independent creative project LO 4.1 (Min. - 15 points, Max. - 25 points). - final evaluation in the form of final control work

English