Electronic Communications in Marketing

Major: Marketing
Code of subject: 7.075.01.E.37
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Proff. Olha Kostiuk
Semester: 2 семестр
Mode of study: денна
Learning outcomes: Know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing. Be able to adapt and apply new advances in the theory and practice of marketing to achieve specific goals and solve the problems of the market entity. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. Use methods of interpersonal communication in the course of solving collective problems, negotiations, scientific discussions in the field of marketing. Substantiate marketing decisions at the level of the market entity with the use of modern management principles, approaches, methods, techniques. Use methods of marketing strategic analysis and interpret its results in order to improve the marketing activities of the market entity. To form a marketing system of interaction, to build long-term mutually beneficial relations with other market participants. Know and understand the importance of social responsibility for decisions, adhere to moral and cultural values. Be able to organize the activities of the entity using the Internet. Generate information input and output streams using the Internet.
Required prior and related subjects: Prerequisites: Marketing Management. Advertising Management. Social responsibility in marketing. Co-requisites: E-commerce.
Summary of the subject: The essence of the meaning and importance of electronic communications, features, advantages, disadvantages. Electronic communication of modern businesses. Corporate network. Market research online. Social networks as a means of electronic communications in the marketing. Strategic planning of marketing communications in electronic networks. Legal email marketing software. Methods of measuring the effectiveness of electronic communications. Status and prospects of electronic marketing communications in Ukraine.
Assessment methods and criteria: Current control (40%): solving problems, oral examination. Final evaluation (60%): stage control.
Recommended books: 1. Окландер М.А. Маркетингові комунікації промислових підприємств в умовах інформаційної економіки : монографія. Одеса : Астропринт, 2017. 232 с. 2. Пилипчук В.П. Стратегічне планування в мережі Інтернет. Маркетинг в Україні. 2018. №6. С. 45–48. 3. Олексенко Л.В. Електронні комунікації в маркетингу: навчальний посібник / Л.В. Олексенко. – К.: Видавництво Ліра-К, 2018. – 468 с. 4. Цифровий (digital) маркетинг – модель маркетингу ХХІ сторіччя. М. А. Окландер, Т. О. Окландер, О.І. Яшкіна [та ін.]. за ред. М. А. Окландера. Одеса, Астропринт, 2017. 292 с.