Marketing

Major: Accounting and Taxation
Code of subject: 6.071.00.O.019
Credits: 5.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Shandrivska O. Ye.
Semester: 3 семестр
Mode of study: денна
Learning outcomes: As the studies results, student has: - understanding the essence and basic principles of marketing; - knowledge of the main components of the marketing environment and marketing information system of the enterprise, the main types of markets, the essence and basic principles of their segmentation, the main factors influencing customer behavior, the main functions of marketing management; - ability to assess the capacity of the market and segment it, position the product on the market, explore the factors that influence the decision to purchase goods; - ability to develop a marketing complex of the enterprise; - ability to work independently or in a group; - ability to present the results of their own work.
Required prior and related subjects: prerequisites: “Management”; “Microeconomics”. co-requisites: "International Economics"
Summary of the subject: The essence of marketing and its modern concept. System and characteristics of modern marketing. Marketing research. Product policy. Marketing pricing. Distribution policy. Marketing communications. Management of marketing activities.
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning; Final control (70%, exam).
Recommended books: 1.Балацький Є. О., Бондаренко А. Ф. Маркетинг: навч. посібник/ Є. О. Балацький , А. Ф. Бондаренко. Суми: ДВНЗ «УАБС НБУ», 2015. - 397 с. 2. Петруня Ю. Є., Петруня В. Ю. Маркетинг: навч. посібник./ Ю. Є. Петруня, В. Ю. Петруня . Дніпропетровськ: Університет митної справи та фінансів, 2016. - 362 с. 3. Сенишин О. С., Кривешко О. В. Маркетинг : навч. посібник/ О. С. Сенишин , О. В. Кривешко. Львів : Львівський національний університет імені Івана Франка, 2020. - 347 с.