Code of subject: 7.075.01.E.35
Department: Marketing and Logistics
Lecturer: Nazar V. Fihun, PhD, associate professor, teacher of practical and laboratory classes: PhD, assistant Kapral O.R.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: Student should: to know: apply in practice modern principles, theories, methods and practical techniques of marketing; 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; substantiate marketing decisions at the level of the market entity with the use of modern management principles, approaches, methods, techniques; carry out diagnostics and strategic and operational marketing management for the development and implementation of marketing strategies, projects and programs; collect the necessary data from various sources, process and analyze their results using modern methods and specialized software; to form information input and output streams using the Internet. be able to: the essence and features of the use of marketing tools in the process of marketing decisions; increase the efficiency of marketing activities of the market entity at different levels of government, develop projects in the field of marketing and manage them; organize the activities of the business entity using the Internet.
Required prior and related subjects: Prerequisites: Marketing Management, Strategical marketing; Co-requisites: E-commerce.
Summary of the subject: The essence of marketing and its role in promotion process within Internet. Marketing as a management concept. Basic models of consumer behavior. Algorithms for decision making on the Internet. Differences in consumer behavior in the process of selling online and offline goods and services. Current trends in Internet marketing. Google Adwords and Analytics in the process of creating online marketing campaigns. The main tools of Internet marketing. SEO, SMM and email marketing. Marketing strategies of market segmentation: strategy of mass marketing, strategy of target marketing, strategy of differentiated marketing, individualized marketing strategy. Factors of segmentation strategy choice. Typology of consumers: concepts and approaches to its implementation. Positioning of the enterprise and its products. Analysis of basic data collected during marketing activities. Big data problem. The main KPI in offline and online marketing campaigns.
Assessment methods and criteria: Current control (40%): tasks solution at seminar and laboratory lessons, oral questioning; Final assessment (60% exam): exam control work.
Recommended books: 1. Valliappa Lakshmanan, Jordan Tigani - Google BigQuery - The Definitive Guide: Data Warehousing, Analytics, and Machine Learning at Scale (2019); 2. Andy Schmitz (2012) Online Marketing Essentials (v. 1.0). Unnamed Publisher; 3. Qingyu Zhang (2011) Visual analytics and interactive technologies: data, text, and web mining applications. Information Science Reference; 4. Pedro Sostre (2007) Web Analytics For Dummies. Wiley Publishing, Inc.; 5. Scott La Counte - The Ridiculously Simple Guide to Google Analytics / The Absolute Beginners Guide to Google Analytics (2019); 6. Dennis R. Mortensen (2009) Yahoo!®. Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights. Wiley Publishing, Inc.; 7. Брайан Клифтон. Google Analytics для профессионалов (2017);