Strategic Marketing

Major: Marketing
Code of subject: 7.075.00.O.002
Credits: 5.00
Department: Marketing and Logistics
Lecturer: PhD, associate proffesor Kosar Nataliya; PhD, associate proffesor Hlynskyi Nazar
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. 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. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. Be able to form and improve the marketing system of a market entity. Understand the essence and features of the use of marketing tools in the marketing decision-making process. 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. Collect the necessary data from various sources, process and analyze their results using modern methods, and specialized software. Be able to organically and effectively combine the tools of marketing commodity, price, communication, and distribution policy of a trading enterprise. 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, Marketing Management, Strategic Marketing (course project) Co-requisites: Marketing Policy of Distribution, Master’s Thesis Internship , Master’s Thesis Preparation, Master’s Thesis Defence
Summary of the subject: Role of Strategic Marketing in enterprise management. Analysis of the marketing environment. Determination of competitive advantages of the enterprise Marketing strategies segmentation and target market selection. Market growth strategy. Marketing Strategic Portfolio Management business enterprise. Marketing strategies of differentiation and positioning. Marketing strategies of competition. Marketing strategies for enterprise components of the marketing mix.
Assessment methods and criteria: Current control (30%), 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. Балабанова Л., Холод В., Балабанова І. Стратегічний маркетинг: підручник / Л. Балабанова, В. Холод, І. Балабанова. – К.: Центр навчальної літератури, – 2019. – 612 с. 2. Крикавський Є.В. Стратегічний маркетинг: навч. посібник / Є.В. Крикавський, Л.І. Третьякова, Н.С. Косар. – 2-ге вид. – Львів: Видавництво Львівської політехніки, 2013. – 256 с. 3. Куденко Н.В. Стратегічний маркетинг: підручник / Н.В. Куденко. - К.: КНЕУ, 2012. - 523 с. 4. Котлер Ф. Основи маркетингу / Ф. Котлер, Г. Армстронг. – К.: Диалектика. – 2020. – 880 с.

Strategic Marketing (курсовий проєкт)

Major: Marketing
Code of subject: 7.075.00.O.004
Credits: 3.00
Department: Marketing and Logistics
Lecturer: PhD, associate proffesor Kosar Nataliya
Semester: 1 семестр
Mode of study: денна
Learning outcomes: 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 own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. Present and discuss the results of scientific and applied research, marketing projects in state and foreign languages. Be able to form and improve the marketing system of the market entity. Understand the nature and features of marketing tools in the marketing decision-making process. Use 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. Collect the necessary data from various sources, process and analyze their results using modern methods and specialized software. 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.
Required prior and related subjects: Prerequisites: Strategic Marketing. Co-requisites: -
Summary of the subject: Information about the company and the market. Mission statement of the company. Setting goals and objectives of the enterprise marketing. Analysis of the marketing strategy of segmentation and target market selection. The choice of the target market. Analysis of the industry and competitive position in the company. Analysis and evaluation of enterprise environment by SWOT-analysis. Determining the competitive advantage of the company. Defining the competitive strength of the company. Comparative evaluation of competitiveness. Building a matrix Boston Consulting Group. Building a matrix "McKinsey - General Electric" Conclusions and recommendations on the grounding of company strategies.
Assessment methods and criteria: Final control (100%, differentiated test): completion and defence of the course project.
Recommended books: 1. Балабанова Л.. Стратегічний маркетинг: підручник / Л. Балабанова, В. Холод, І. Балабанова. – К.: Центр навчальної літератури, 2019. – 612 с. 2. Косар Н.С. Маркетингові дослідження: підручник / Н.С. Косар, О. Б. Мних, Є. В. Крикавський, С. В. Леонова. – Львів: Видавництво Львівської політехніки, 2018. – 460 c. 3. Крикавський Є.В. Стратегічний маркетинг: навч. посібник / Є.В. Крикавський, Л.І. Третьякова, Н.С. Косар. – 2-ге вид. – Львів: Видавництво Львівської політехніки, 2013. – 256 с. 4. Куденко Н.В. Стратегічний маркетинг: підручник / Н.В. Куденко. - К.: КНЕУ, 2012. - 523 с.