Marketing consulting

Major: Marketing
Code of subject: 7.075.01.E.032
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Nataliya T. Hryniv, PhD, Associate Professor of Economics
Semester: 2 семестр
Mode of study: денна
Learning outcomes: 1. To be able to adapt and apply new achievements in the theory and practice of marketing to achieve specific goals and solve the problems of a market entity. 2. Plan and carry out own research in the field of marketing, analyze its results and substantiate the adoption of effective marketing decisions in conditions of uncertainty. 3. Present and discuss the results of scientific and applied research, marketing projects in national and foreign languages. 4. Use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. 5. Justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. 6. Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activity of the market entity. 7. Collect necessary data from various sources, process and analyze their results using modern methods and specialized software. 8. Be able to carry out measures for the systematic optimization of the company's activities in the field of customer service. 9. Know modern concepts and technologies of comprehensive customer service using the criteria of system optimization of the work of a market entity. 10. Clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that justify them, to specialists and non-specialists, in particular, to persons who are studying. 11. Use of foreign languages ??in professional activities. 12. Making decisions in complex and unpredictable conditions, which requires the use of new approaches and forecasting. 13. Responsibility for the development of professional knowledge and practices, assessment of the team's strategic development. 14. Ability to further study, which is largely autonomous and independent.
Required prior and related subjects: - сo-requisites: Marketing management - рrerequisites: Special course on scientific research of the specialty, Workshop on the preparation of scientific publications, conference materials and presentations of scientific reports, Educational and research practice
Summary of the subject: It involves providing students with knowledge about the basics of marketing consulting, the content and structure of the marketing consulting process, traditional and modern methods of marketing consulting, the typology of consulting products, as well as the formation of practical skills in choosing consultants, managing a consulting project, and organizing the marketing activities of consulting firms.
Assessment methods and criteria: Methods of monitoring the student's knowledge and skills when studying the discipline include: 1. Current control of the student's work: assessment of student knowledge in practical classes (oral survey in practical classes, assessment of task performance and problem solving during class, assessment of participation in discussions, summarizing on issues considered at the practical session). 2. Examination control: assessment of students' knowledge on the exam, which includes a written and oral component. Written component: tasks of the 1st level - tests; the task of the 2nd level is to reveal the meaning of the concept, give a definition, establish its characteristic features; the 3rd level task is to solve problems. Oral component: oral survey.
Recommended books: 1. Безкровний М. Ф., Кропивко М. Ф., Палеха Ю. І., Іщенко Т. Д. Організація інформаційно-консультаційної діяльності: підручник. Київ: Видавництво Ліра-К, 2015. 408 с. 2. Безкровний М. Ф., Кропивко М. Ф., Палеха Ю. І., Іщенко Т. Д. Управлінський консалтинг: підучник. Київ: Видавництво Ліра-К, 2015. 336 с. 3. Макаренко Т.І. Моделювання та прогнозування у маркетингу. К.: Центр навч. літератури, 2005. 160 с. 4. Маркетингові дослідження: підручник / Н. С. Косар та ін.; Нац. ун-т «Львівська політехніка». Львів: Вид-во Львівської політехніки, 2018. 457 с. 5. Романчиков В.І. Основи наукових досліджень: навч. посібник. Київ: Видавництво «Центр учбової літератури», 2007. 254 с. 6. Соколенко В. А., Лінькова О. Ю. Основи управлінського консультування: навч.-метод. посіб. Харків : НТУ «ХПІ», 2018. 216 с. 7. Шевченко Л.С. Стратегічний бізнес-консалтинг: навч. посіб. Харків: Право, 2019. 302 с.