Code of subject: 7.075.01.E.32
Department: Marketing and Logistics
Lecturer: Olena Karpii, PhD., Associate Professor of Economics
Semester: 2 семестр
Mode of study: денна
Learning outcomes: PLO 2. To 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. PLO 3. Plan and conduct their own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. PLO 4. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. PLO 7. Be able to form and improve the marketing system of a market entity. PLO 10. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques PLO 11. Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activities of the market entity. PLO 15. Collect the necessary data from various sources, process and analyze their results using modern methods, and specialized software. PLO 5. Be able to organically and effectively combine the tools of marketing commodity, price, communication, and distribution policy of a trading enterprise. PLO 6. Know and understand current theoretical and practical approaches to the organization of marketing distribution policy and the formation of optimal goods distribution channels. COM1. Clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students. A&R1. Making decisions in difficult and unpredictable conditions, which requires the application of new approaches and forecasting. A&R2. Responsibility for developing professional knowledge and practices, assessing strategic development of the team
Required prior and related subjects: Prerequisites: Social responsibility in marketing Logistics management Marketing management Advertising management financial management Co-requisites: Commercial activity of intermediary organizations
Summary of the subject: Product range. The concept of product range and its socio-economic significance. Formation of the range to meet supply and demand. The essence of product range management. Management of the range of goods in the retail trade network. Relationship between product range management and merchandising. Management of the product range of wholesale trade enterprises. Innovation and marketing measures to improve the management of the range and range of products.
Assessment methods and criteria: Current control (30%): -work in practical classes; -work in laboratory classes. Examination control (70%): -writing component; -mouth component.
Recommended books: 1. Oklander M.A., Kirnosova M.V. Marketynhova tovarna polityka : pidruchnyk. Kyiv : Tsentr uchbovoi literatury, 2020. 246 s. 2. Tovaroznavstvo : pidruchnyk (dlia studentiv ekonomichnykh spetsialnostei) [Elektronne vydannia] / T. Yu. Melnyk. - Zhytomyr : Derzhavnyi universytet «Zhytomyrska politekhnika», 2020. - 364 s. 3. Tovarna innovatsiina polityka : navch. posib. / Valentyna Oleksandrivna Morokhova, Dariia Valeriivna Smolych. – Lutsk : Vezha-Druk, 2017. – 248 s. 4. Osnach O.F. Tovaroznavstvo: navchalnyi posibnyk – Kyiv: Tsentr navchalnoi literatury, 2017. – 219 s.