Blogging and Remarketing

Major: Marketing
Code of subject: 7.075.04.E.051
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Калинець Катерина Сергіївна
Semester: 2 семестр
Mode of study: денна
Learning outcomes: As a result of studying the academic discipline, the student must be able to demonstrate the following learning outcomes: PRN1 Know and be able to apply modern principles, theories, methods and practical techniques of marketing in practical activities; PRN 4. To be able to develop a strategy and tactics of marketing activity taking into account the cross-functional nature of its implementation; PRN 8. Use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing; PRN 9. Understand the essence and features of the application of marketing tools in the process of making marketing decisions; PRN 11. Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activity of the market entity; PRN 13. Manage the marketing activities of the market entity, as well as its divisions, groups and networks, determine the criteria and indicators of its evaluation; PRN 14. Form a marketing system of interaction, build long-term mutually beneficial relations with other market subjects; PRN 16. To know and understand the importance of social responsibility for the decisions made, to adhere morally cultural values; PRPS 1. The ability to organize the trading activity of the subject management using the Internet; PRPS 2. Formation of incoming and outgoing information streams using the Internet; KOM1. Clear and unambiguous presentation 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; KOM2. Use of foreign languages ??in professional activities; AiB1. Decision-making in complex and unpredictable conditions, which requires the use of new approaches and forecasting.
Required prior and related subjects: Social responsibility in marketing Digital content management Web analytics Co-requisites: Integrated Digital Marketing
Summary of the subject: The content and significance of blogging in the modern business environment; prerequisites for creating a blog; strategy for the formation of blogging content; remarketing as a method of blog promotion; development models of affiliate marketing.
Assessment methods and criteria: Current control – speeches at practical classes, oral and frontal assessments, tests, and assessment of the activity of tasks. Students are awarded a maximum of 5 points for each practice session. When writing test tasks, a maximum of 0.5 points is assigned (eight tests), for a situational exercise - 2 points. In particular, when assessing the completeness of answers when considering problematic issues of the topic or situational tasks, answers when defending control papers: an answer that characterizes the student's deep understanding of the essence of the problem, involves the processing of additional information and certifies a high level of assimilation of theoretical material and presentation of original proposals or solutions is evaluated at 100%; an answer that characterizes a sufficient level of assimilation of the theoretical material by the student and involves the submission of standard proposals or solutions is evaluated at 75%; 50% is given to an answer that characterizes the student's sufficient level of assimilation of the theoretical material, but the answer is incomplete in content or has certain inaccuracies in the wording or involves the submission of proposals or solutions that are not sufficiently substantiated; 25% is assessed for an answer that indicates a low level of knowledge of the material by the student and reveals the content of the question less than 50% or involves the submission of unsubstantiated proposals or solutions. The evaluation of the results of solving the problem in accordance with the reference solutions is carried out according to the following criteria: 100% – the task fully corresponds to the reference solution, methodically correctly designed with appropriate concise explanations of the calculations, with conclusions, the student can thoroughly explain the obtained results; 75% – the task is completely completed, but minor inaccuracies in calculations or design are assumed, there are no concise explanations of the performed calculations; 50% - the task is completed by at least 50%, provided that it is properly completed; there are certain inaccuracies in the use of calculation formulas, errors in the determination of intermediate and final results, the student cannot explain the obtained results with sufficient justification; 25% - the problem is incorrectly solved or solved by less than 50%, separate formulas are given in the solution, and sample calculations are made.
Recommended books: 1. Dibrova T. Realiyi rynku Internet-reklamy v Ukrayini: [Pro aktyvne vykorystannya Internetu yak zasobu prosuvannya tovariv ta posluh v Ukrayini] / T. Dibrova, M. Lebedenko. // Marketynh v Ukrayini. – 2007. – № 2. – s.21 – 24. 2. YE. V. Krykavs?kyy, I. O. Deyneha, O. V. Deyneha, I. F. Lorvi. Marketynhovyy menedzhment / Navchal?nyy posibnyk - L?viv : Vydavnytstvo L?vivs?koyi politekhniky, 2014. 380 s. 3. Ahafonov, A. Setevoy marketynh. Systema rekrutyrovanyya v Ynternete / A. Ahafonov. - M.: Omeha-L, 2019. - 128 c. 4. Zahrebel?nyy H. Performance-marketynh. Zastav?te ynternet rabotat? na vas / H. Zahrebel?nyy. - M.: Al?pyna Pablysher, 2017. - 270 c. 5. Kalynets K. WHAT INFLUENCE INTO CONSUMER DECISION // The 8th International scientific and practical conference “Fundamental and applied research in the modern world // (March 17-19, 2021) BoScience Publisher, Boston, USA. 2021. – 101-109 p. 6. Kalynets K. // ADVERTISING AT SOCIAL NETWORKS: EVALUATION OF STUDENTS? ATTITUDES TO IT // Science and education: problems, prospects and innovations. Proceedings of the 7th International scientific and practical conference. CPN Publishing Group. Kyoto, Japan. 2021. Pp. 21-27. URL: https://sci-conf.com.ua/vii-mezhdunarodnaya-nauchno-prakticheskaya-konferentsiya-science-and-education-problems-prospects-and-innovations-1-3-aprelya-2021-goda-kioto-yaponiya-arhiv/.