Introduction to the Specialty "Marketing"

Major: Marketing
Code of subject: 6.075.00.O.002
Credits: 3.00
Department: Marketing and Logistics
Lecturer: Doctor, Prof. Yevhen Krykavskyy PhD, As. Prof. Nazar Hlynskyy
Semester: 1 семестр
Mode of study: денна
Learning outcomes: Demonstrate knowledge and understanding of the theoretical foundations and principles of the conduct of marketing activities. To use the acquired theoretical knowledge for the execution of practical tasks in the sphere of marketing. To introduce the functional areas of marketing activity of a market entity in the system of management, calculate the appropriate indicators that characterize the effectiveness of such activity. Perform functional duties in the group, and propose marketing solutions. Demonstrate commitment to moral, cultural, scientific values and the achievements of society in professional marketing activities. The ability to demonstrate knowledge of the basic components in the field of development of marketing product, pricing, sales and communication policy of the enterprise taking into account the maximum satisfaction of the needs of consumers and the existing risks. Gather and analyze the necessary information, calculate the economic and marketing performance, assess the risks of management decisions to improve the sales process management. The ability to effectively use modern marketing concepts, principles and approaches in the process of providing various types of services to identify areas of development of the reverse sphere for permanent professional development. Dissemination of information, ideas, problems, solutions and own experience in the field of professional activity to the professionals and non-professionals. The ability to effectively formulate a communication strategy. Responsibility for the professional development of individuals and / or groups of individuals. The credentials for further training with a high level of autonomy.
Required prior and related subjects: prerequisites: --- co-requisites: term paper "Introduction to the specialty "Marketing", "Marketing"
Summary of the subject: Work with the audience in the dialogue mode on the theme "Why did you choose the specialty "Marketing"? with the use of questionnaires and their discussion. The essence of marketing, its role and place in the market economy. Modern transformations of the educational process in the higher educational institutions in the light of Ukraine's accession to the Bologna process. The structure of curricula specialty "Marketing" at different qualification levels and the characteristics of different specialties within the framework of the reverse specialty. Formation and development of marketing in Ukraine. Creation of the Ukrainian Marketing Association and other public organizations that function in different areas of marketing activity. Professional periodicals on marketing. The role and place of the marketing service in the company. Relationships with other structural divisions of the company. Analytical and investigative functions of marketing. Marketing research as the basis for the formation of strategies and tactics of marketing of the company. Adherence of UAM to the European Marketing Research Association. Participation of marketers in the formation, updating and optimization of the product range of the company, its pricing policy. Performing the functions of distribution and sale of products on the market, brand management. Performing the functions of distribution and sale of products on the market. Modern transformations of the marketing concept under the influence of the processes of internationalization and globalization of markets and the global financial crisis.
Assessment methods and criteria: Current control (30 % ) - performance and discussion of practical tasks, oral survey Final control (70%) – testing and oral survey
Recommended books: 1. Мороз Л.А., Чухрай Н.І. Маркетинг: Підручник / За ред.. Л.А. Мороз. Львів: Бухгалтерський центр «Ажур»: 2010. 232 с. 2. Рашкевич Ю.М. Болонський процес та нова парадигма вищої освіти: Монографія. Львів: Вид-во Львівської політехніки: 2014. 168 с. 3. Маркетинг: підручник / В. Руделіус, Л. Мороз, Н. Глинський та ін.; ред. упор. О.І. Сидоренко, Л.С. Макарова. 2-е вид. Київ : Навч.-метод. Центр «Консорціум із удосконалення менеджмент-освіти в Україні», 2008 . 580с. 4. Маркетинг. Навчальний посібник. За заг.ред. проф. Старостіної А.О. Київ : «НВП «Інтерсервіс», 2018. 216 с.

Introduction to the Specialty "Marketing" (курсова робота)

Major: Marketing
Code of subject: 6.075.00.O.008
Credits: 2.00
Department: Marketing and Logistics
Lecturer: Doctor, Prof. Yevhen Krykavskyy PhD, As. Prof. Nazar Hlynskyy
Semester: 1 семестр
Mode of study: денна
Learning outcomes: Demonstrate knowledge and understanding of the theoretical foundations and principles of the conduct of marketing activities. To use the acquired theoretical knowledge for the execution of practical tasks in the sphere of marketing. To introduce the functional areas of marketing activity of a market entity in the system of management, calculate the appropriate indicators that characterize the effectiveness of such activity. Perform functional duties in the group, and propose marketing solutions. Demonstrate commitment to moral, cultural, scientific values and the achievements of society in professional marketing activities. The ability to demonstrate knowledge of the basic components in the field of development of marketing product, pricing, sales and communication policy of the enterprise taking into account the maximum satisfaction of the needs of consumers and the existing risks. Gather and analyze the necessary information, calculate the economic and marketing performance, assess the risks of management decisions to improve the sales process management. The ability to effectively use modern marketing concepts, principles and approaches in the process of providing various types of services to identify areas of development of the reverse sphere for permanent professional development. Dissemination of information, ideas, problems, solutions and own experience in the field of professional activity to the professionals and non-professionals. The ability to effectively formulate a communication strategy. Responsibility for the professional development of individuals and / or groups of individuals. The credentials for further training with a high level of autonomy.
Required prior and related subjects: prerequisites: Introduction to the specialty «Marketing» co-requisites: –
Summary of the subject: Introduction. Analytical section according to the chosen subject. Current requirements for marketing specialist and its role in providing effectiveness of the enterprise in a competitive environment. Organizational and functional providing of marketing activity. Conclusions.
Assessment methods and criteria: Estimation of content filling and correctness or term paper, writing/oral examination and pass the project (100%)
Recommended books: 1. Мороз Л.А., Чухрай Н.І. Маркетинг: Підручник / За ред.. Л.А. Мороз. Львів: Бухгалтерський центр «Ажур»: 2010. 232 с. 2. Маркетинг: підручник / В. Руделіус, Л. Мороз, Н. Глинський та ін.; ред. упор. О.І. Сидоренко, Л.С. Макарова. 2-е вид. Київ : Навч.-метод. Центр «Консорціум із удосконалення менеджмент-освіти в Україні», 2008 . 580с. 3. Маркетинг. Навчальний посібник. За заг.ред. проф. Старостіної А.О. Київ : «НВП «Інтерсервіс», 2018. 216 с. 4. Котлер Ф., Катараджая Г., Сетьяван І. Маркетинг 4.0 Від традиційного до цифрового. Київ : КМ-БУКС. 2018. 208 с.