Marketing of professional services

Major: Marketing
Code of subject: 7.075.01.E.031
Credits: 5.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: 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. Plan and carry out own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. To be able to increase the effectiveness of the marketing activity of the market entity at different levels of management, to develop and manage projects in the field of marketing. To be able to form and improve the marketing system of a market entity. 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 process of making marketing decisions. To justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Form a marketing system of interaction, build long-term mutually beneficial relations with other market subjects. Be able to carry out measures to systematically optimize the company's activities in the field of customer service. To know modern concepts and technologies of comprehensive customer service using the criteria of system optimization of the work of a market entity.
Required prior and related subjects: prerequisite: social responsibility of business; advertising management; strategic marketing; requisites: marketing of professional services (KP).
Summary of the subject: The content and application of marketing professional services. Characteristics and role of services in the modern economy. Features of marketing services. Description of professional services and their classification. Evolution of services. Factors contributing to the development of the service sector in Ukraine. The difference between marketing services and marketing products. Marketing services and marketing products using services. Evaluation of yield components range of services. Using market segmentation to increase business opportunities for providing professional services. Positioning of professional services. Creating a competitive position, services and stages of positioning strategy. The participation of the client in the process of maintenance. Problems of achieving the necessary consumer behavior involving them to cooperate. Six types of "inadequate" consumers. Complex marketing company and especially its implementation in the field of professional services.
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning; Final control (70%, exam). methods: lectures, practical classes, independent work.
Recommended books: 1. Ткаченко Л.В. Маркетинг послуг. Підручник. – Київ: Центр навчальної літератури, 2013. – 192 с. 2. Пащук О.В. Маркетинг послуг: стратегічний підхід: Навчальний посібник. – К.: ВД «Професіонал», 2011. – 560 с. 3. Вачевський М.В., Скотний В.Г. Маркетинг в сферах послуг: Навчальний посібник. – Київ: «Центр навчальної літератури», 2014. – 232 с.

Marketing of professional services (курсовий проєкт)

Major: Marketing
Code of subject: 7.075.01.E.034
Credits: 3.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: 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. Plan and carry out own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. To be able to increase the effectiveness of the marketing activity of the market entity at different levels of management, to develop and manage projects in the field of marketing. To be able to form and improve the marketing system of a market entity. 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 process of making marketing decisions. To justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Form a marketing system of interaction, build long-term mutually beneficial relations with other market subjects. Be able to carry out measures to systematically optimize the company's activities in the field of customer service. To know modern concepts and technologies of comprehensive customer service using the criteria of system optimization of the work of a market entity.
Required prior and related subjects: prerequisite: marketing of professional services
Summary of the subject: The content and application of marketing professional services. Characteristics and role of services in the modern economy. Features of marketing services. Description of professional services and their classification. Evolution of services. Factors contributing to the development of the service sector in Ukraine. The difference between marketing services and marketing products. Marketing services and marketing products using services. Evaluation of yield components range of services. Using market segmentation to increase business opportunities for providing professional services. Positioning of professional services. Creating a competitive position, services and stages of positioning strategy. The participation of the client in the process of maintenance. Problems of achieving the necessary consumer behavior involving them to cooperate. Six types of "inadequate" consumers. Complex marketing company and especially its implementation in the field of professional services.
Assessment methods and criteria: – final control (100%): protection of individual work.
Recommended books: 1. Ткаченко Л.В. Маркетинг послуг. Підручник. – Київ: Центр навчальної літератури, 2013. – 192 с. 2. Пащук О.В. Маркетинг послуг: стратегічний підхід: Навчальний посібник. – К.: ВД «Професіонал», 2011. – 560 с. 3. Вачевський М.В., Скотний В.Г. Маркетинг в сферах послуг: Навчальний посібник. – Київ: «Центр навчальної літератури», 2014. – 232 с.