Marketing

Major: Marketing
Code of subject: 6.075.00.O.020
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Zoreslava S. Lyulchak, PhD, Associate Professor of Economics
Semester: 3 семестр
Mode of study: денна
Learning outcomes: Demonstrate knowledge and understanding of the theoretical foundations and principles of marketing activities. Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. Identify and analyze the key characteristics of marketing systems at different levels, as well as the behavior of their subjects. Determine the functional areas of the marketing activity of a market entity and their relationship in the management system, calculate the relevant indicators characterizing the effectiveness of such activities. Explain information, ideas, problems and alternative options for making managerial decisions to specialists and non-specialists in the field of marketing, representatives of various structural divisions of a market entity. Demonstrate the ability to apply an interdisciplinary approach and the marketing functions of a market entity. Perform functional duties in the group, offer sound marketing solutions. Meet the requirements of a modern marketer, improve the level of personal professional training. Demonstrate the skills of written and oral professional communication in the state and foreign languages, as well as the proper use of professional terminology. Demonstrate responsibility in relation to moral, cultural, scientific values and achievements of society in professional marketing activities. The ability to demonstrate knowledge of the main components in the development of a marketing, product, pricing, sales and communication policy of an enterprise, taking into account the maximum satisfaction of consumer needs and existing risks. Ability to demonstrate knowledge of the characteristics of different types of goods and services, market types and their impact on the organization's marketing activities. Collect and analyze the necessary information, calculate economic and marketing indicators, assess the risks of making managerial decisions in order to improve the management of the sales process. Develop new products and accompany their development at different stages of the life cycle, make effective marketing decisions on consumer properties of the product, packaging, design, name development and brand style, taking into account environmental trends in the field of logistics. Communicating information, ideas, problems, solutions and personal experience in the field of professional activity to specialists and non-specialists. Ability to effectively formulate a communication strategy. Responsibility for the professional development of individuals or groups of individuals. Ability for further learning with a high level of autonomy.
Required prior and related subjects: Prerequisites: Introduction to the Specialty "Marketing" (term paper), Foreign Language for Specific Purposes, Co-requisites: Service Marketing, Marketing Communications Policy, Marketing Price Policy, Industrial Marketing.
Summary of the subject: Stages of the formation of marketing theory. Marketing concepts and main categories. Marketing research as a basis for making management decisions. Theoretical aspects of marketing product policy. Marketing pricing policy. Marketing sales policy (distribution policy). Marketing communications policy. Management of the marketing activities of the enterprise. Organization and control of marketing activities.
Assessment methods and criteria: Current control (30%): work at practical lessons, oral examination. Final control (70%): exam (written and oral components of the examination).
Recommended books: 1. Люльчак З.С., Карий О.І. Маркетинг 1 : навч.посібик. Львів: Видавництво Магнолія. 2006. 297 с. 2. Гаркавенко С.С. Маркетинг : підручник для вузів. Київ : Лібра. 2017. – 720 с. 3. Маркетинг : Підручник / В. Руделіус, О.М. Азарян, О.А. Виноградов та ін. Київ : Навчально-методичний центр «Консорціум із удосконалення менеджмент освіти в Україні». 2005. 422 с. 4. Герасимчук В.Г. Маркетинг: теорія і практика: Навч.посібник. – Київ : Вища школа. 2014. 327 с. 5. Основи маркетингу : навч. посібник / Чеботар С.І., Ларіна Я.С., Шевчик М.Г. та ін. Київ : Наш час. 2016. 240 с.