Marketing of professional services

Major: Marketing
Code of subject: 7.075.01.E.27
Credits: 5.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: NT. Ability to solve complex problems and problems in the field of marketing in professional activities or in the learning process, which involves research and / or innovation and is characterized by uncertain conditions and requirements. ZK1. Ability to make informed decisions. ZK4. Ability to adapt and act in a new situation. ZK5. Interpersonal skills. ZK6. Ability to search, process and analyze information from various sources. ZK7. Ability to show initiative and entrepreneurship. ZK9. Ability to constantly self-improvement and mastery of modern knowledge. FC1. Ability to logically and consistently reproduce and apply knowledge of the latest theories, methods and practices of marketing. FC3. Ability to conduct independent research and interpret their results in the field of marketing. FC6. Ability to choose and apply effective means of managing the marketing activities of the market entity at the level of organization, department, group, network. FCP 3. Ability to form adaptive marketing tools of a market entity engaged in intangible production. FCP 4. Ability to organize an effective customer service system.
Required prior and related subjects: prerequisite: marketing of professional services;
Summary of the subject: The content and application of marketing professional services. Characteristics and role of services in the modern economy. Features of marketing services. Description of professional services and their classification. Evolution of services. Factors contributing to the development of the service sector in Ukraine. The difference between marketing services and marketing products. Marketing services and marketing products using services. Evaluation of yield components range of services. Using market segmentation to increase business opportunities for providing professional services. Positioning of professional services. Creating a competitive position, services and stages of positioning strategy. The participation of the client in the process of maintenance. Problems of achieving the necessary consumer behavior involving them to cooperate. Six types of "inadequate" consumers. Complex marketing company and especially its implementation in the field of professional services.
Assessment methods and criteria: Current control (100): performance and protection of laboratory works (60%); execution and protection of individual control work (20%); control testing (20%).
Recommended books: 1. М. Шульц, Дж. Дерр. Маркетинг профессиональных услуг. Издательство: "Манн, Иванов и Фербер", — 2019. – 362 С. 2. Ткаченко Л.В. Маркетинг послуг. Підручник. – Київ: Центр навчальної літератури, 2013. – 192 с. 2. Пащук О.В. Маркетинг послуг: стратегічний підхід: Навчальний посібник. – К.: ВД «Професіонал», 2011. – 560 с. 3. Кулибанова В.В. Маркетинг: сервисная деятельность. – СПб.: Питер, 2010. – 240 с. 4. Кристофер Лавлок. Маркетинг услуг: персонал, технологии, стратегии. – 4-е изд. – СПб.: Издательский дом «Вильямс», 2013. – 983 с. 5. Вачевський М.В., Скотний В.Г. Маркетинг в сферах послуг: Навчальний посібник. – Київ: «Центр навчальної літератури», 2014. – 232 с.

Marketing of professional services (курсовий проект)

Major: Marketing
Code of subject: 7.075.01.E.30
Credits: 3.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: NT. Ability to solve complex problems and problems in the field of marketing in professional activities or in the learning process, which involves research and / or innovation and is characterized by uncertain conditions and requirements. ZK1. Ability to make informed decisions. ZK4. Ability to adapt and act in a new situation. ZK5. Interpersonal skills. ZK6. Ability to search, process and analyze information from various sources. ZK7. Ability to show initiative and entrepreneurship. ZK9. Ability to constantly self-improvement and mastery of modern knowledge. FC1. Ability to logically and consistently reproduce and apply knowledge of the latest theories, methods and practices of marketing. FC3. Ability to conduct independent research and interpret their results in the field of marketing. FC6. Ability to choose and apply effective means of managing the marketing activities of the market entity at the level of organization, department, group, network. FCP 3. Ability to form adaptive marketing tools of a market entity engaged in intangible production. FCP 4. Ability to organize an effective customer service system.
Required prior and related subjects: prerequisite: marketing of professional services;
Summary of the subject: The essence of quality and its modern concept. Evolution of approaches to quality management. The functions of quality management. Methods and tools of quality management. The economy quality. The concept of TQM - as an effective way of managing business. Award for quality. Standardization of quality requirements. International standards ISO, QS, GMP. Building a quality management system according to ISO 9000. The procedure and the procedure for certification of quality management systems. Legal regulation of the quality management process.
Assessment methods and criteria: Current control (100): performance and protection of laboratory works (60%); execution and protection of individual control work (20%); control testing (20%).
Recommended books: 1. М. Шульц, Дж. Дерр. Маркетинг профессиональных услуг. Издательство: "Манн, Иванов и Фербер", — 2019. – 362 С. 1. Ткаченко Л.В. Маркетинг послуг. Підручник. – Київ: Центр навчальної літератури, 2013. – 192 с. 2. Пащук О.В. Маркетинг послуг: стратегічний підхід: Навчальний посібник. – К.: ВД «Професіонал», 2011. – 560 с. 3. Кулибанова В.В. Маркетинг: сервисная деятельность. – СПб.: Питер, 2010. – 240 с. 4. Кристофер Лавлок. Маркетинг услуг: персонал, технологии, стратегии. – 4-е изд. – СПб.: Издательский дом «Вильямс», 2013. – 983 с. 5. Вачевський М.В., Скотний В.Г. Маркетинг в сферах послуг: Навчальний посібник. – Київ: «Центр навчальної літератури», 2014. – 232 с.