Marketing Management

Major: Marketing
Code of subject: 7.075.00.O.001
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Proff. Dmytriv Anna Doctor of Economics, Prof. Krykavskyi E.V.
Semester: 1 семестр
Mode of study: денна
Learning outcomes: 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. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. Be able to increase the effectiveness of a marketing activities of market entity at different levels of management, develop projects in the field of marketing and manage them. To use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. Understand the essence and features of the use of marketing tools in the marketing decision-making process. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activities of the market entity. Carry out diagnostics and strategic and operational marketing management for the development and implementation of marketing strategies, projects, and programs. Manage the marketing activities of the market entity, as well as its divisions, groups and networks, determine the criteria and indicators of its evaluation. Know and understand the importance of social responsibility for decisions, observe moral and cultural values. Be able to demonstrate in-depth knowledge of the theoretical and methodological foundations of developing a comprehensive mechanism for implementing marketing project. To be able to carry out measures for the systemic optimization of the enterprise's activities in the field of customer service. 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. Use of foreign languages in professional activities. 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. Co-requisites: Strategic Marketing.
Summary of the subject: The essence, the urgency and the need to implement of marketing management in the market economy. The process of marketing management. Organization of marketing management. Marketing Strategic Planning. Marketing strategies. Marketing planning system. Monitor the marketing activities of the company. Ethics in marketing activities.
Assessment methods and criteria: - current control (30%): the results of the workshops, oral examination; - final control (70%): exam.
Recommended books: 1. Маркетинг / підручник. 2-ге видання. Затверджено МОН України як підручник для студентів ВНЗ / В.Руделіус, Л.А.Мороз, Н.Ю.Глинський та ін: Ред.-упор. О.І.Сидоренко, Л.С.Макарова. — К.: Навчально-методичний центр «Консорціум із удосконалення мененджмент-освіти в Україні», 2008. — 648 с. 2. Маркова В.Д. Маркетинг менеджмент. Учебное пособие. 2-е издание. — М.: Омега — Л, 2009. — 204 с. 3. Котлер Ф., Маркетинговый менеджмент (перше українське адаптоване видання) / Котлер Ф.,Келлер К.Л. — К.: Хімджест, 2008. — 720 с. 4. Дмитрів А.Я., Крикавський Є.В. Електронний навчально-методичний комплекс «Маркетинговий менеджмент» для студентів спеціальності 075 «Маркетинг» другого (магістерського) рівня вищої освіти. URL: https://vns.lpnu.ua/course/view.php?id=144.