Marketing Policy of Distribution

Major: Marketing
Code of subject: 7.075.01.O.9
Credits: 6.00
Department: Marketing and Logistics
Lecturer: PhD, associate professor Kosar Nataliya
Semester: 2 семестр
Mode of study: денна
Learning outcomes: To know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing. 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. 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. To use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Form a marketing system of interaction, build long-term mutually beneficial relationships with other market participants. Know and understand current theoretical and practical approaches to the organization of marketing distribution policy and the formation of optimal goods distribution channels. 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. Making decisions in difficult and unpredictable conditions, which requires the application of new approaches and forecasting. 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, Strategic Marketing, Financial Management. Co-requisites: Master’s Thesis Internship , Master’s Thesis Preparation, Master’s Thesis Defence.
Summary of the subject: The essence and importance of the distribution marketing policy. Commodity movement and mechanisms for the use of distribution channels. Distribution in the enterprise. Public procurement and state order. Wholesale intermediaries in the distribution channels of goods. Retail intermediaries in the distribution channels of goods. Choosing the optimal distribution channel. Competition and conflicts in the distribution channels of goods. Commodity management and marketing logistics. Direct and interactive marketing.
Assessment methods and criteria: Current control (40%), tests, analytical and situation tasks, verbal control. Final control (70%), exam - Written component of the examination (55%), Oral component of the examination (15%).
Recommended books: 1. Котлер Ф. Основи маркетингу / Ф. Котлер, Г. Армстронг. – К.: Диалектика. – 2020. – 880 с. 2. Крикавський Є.В. Маркетингова політика розподілу: навч. посібник / Є.В. Крикавський, Н.С. Косар, А. Чубала. – 2-ге вид. зі змінами. - Львів: Видавництво Львівської політехніки, 2012. – 260 с. 3. Крикавський Є. Логістика для економістів: Підручник / Є. Крикавський. – 2-ге вид. випр. і доп. – Львів: Видавництво Львівської політехніки, 2014. – 476 с. 4. Мороз Л.А. Маркетинг: Підручник / Л.А. Мороз, Н.І. Чухрай; за ред. Л.А. Мороз. – 5-те вид., онов. - Львів: Бухгалтерський центр «Ажур», 2010. – 232 с. 5. Олексенко Л.В. Маркетингова політика розподілу: навчальний посібник / Л.В. Олексенко. – К.: Видавництво Ліра-К, 2018. – 468 с.