Marketing Product Policy

Major: Marketing
Code of subject: 6.075.00.O.063
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Myroslava M. Mamchyn, PhD., Associate Professor of Economics
Semester: 5 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.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. Use digital information and communication technologies, as well as software products necessary for proper marketing activities and the practical application of marketing tools. Apply innovative approaches to the implementation of the marketing activities of a market entity, flexibly adapt to changes in the marketing environment. Perform functional duties in the group, offer sound marketing solutions. The ability to demonstrate knowledge of the main components in the development of a marketing product, price, marketing and communication policy of the enterprise, taking into account the maximum satisfaction of consumer needs and existing risks. The 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. 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: Marketing researches Co-requisites: Consumer behavior, Marketing Product Policy (course project)
Summary of the subject: Market goods and services. Goods and services in marketing activities. Price and product quality. Competitiveness of the product and its indicators. Formation of market demand for particular products. Target market and method of its choice. Trading company policy. Planning the new products and commodity development. Brand and packaging
Assessment methods and criteria: Current control (30%): oral examination, written reports on laboratory work Final control (70%, exam): testing.
Recommended books: 1. Крикавський Є.,Дейнега І., Дейнега О., Патора Р. Маркетингова товарна політика: підручник. Львів: Видавництво Національного університету «Львівська політехніка», 2012 . 360 с. 2. Іляшенко С.М. Маркетингова товарна політика: підручник. Суми : ВІД «Університетська книга» . 2015. 234с. 3. Окландер М.А., Кірносова М.В. Маркетингова товарна політика: підручник. Київ: Центр учбової літератури. 2020. 246с.

Marketing Product Policy (курсовий проєкт)

Major: Marketing
Code of subject: 6.075.00.O.066
Credits: 3.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Bilyk I.
Semester: 5 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 the functional areas of marketing activities of the market entity and their relationships in the management system, calculate the relevant indicators that characterize the effectiveness of such activities. Use digital information and communication technologies, as well as software products necessary for the proper conduct of marketing activities and the practical application of marketing tools. Perform functional responsibilities in the group, offer sound marketing solutions. Demonstrate skills of written and oral professional communication in state and foreign languages, as well as proper use of professional terminology. Ability to demonstrate knowledge of the main components in the development of marketing product, pricing, sales and communication policies of the enterprise, taking into account the maximum satisfaction of consumer needs and existing risks. Collect and analyze the necessary information, calculate economic and marketing indicators, assess the risks of management decisions in order to improve the management of the sales process. Communicating information, ideas, problems, solutions and personal experience in the field of professional activity to specialists and non-specialists. Responsibility for the professional development of individuals and / or groups of individuals Ability to further study with a high level of autonomy
Required prior and related subjects: prerequisites: Marketing research; marketing product policy
Summary of the subject: Marketing policy of product development. Development of a new product strategy. Determining the market for a new product in accordance with the goals of the entity and the needs of consumers. Development of the concept of potential goods. Evaluation and selection of ideas. Determining the properties of the product, its marketing strategy, financial forecast. Development of a trademark. Designing a market test of a new product. Evaluation of goods in accordance with customer needs.
Assessment methods and criteria: • review course project (70%) - written form, • control measure (30% protection course project, test) - oral form.
Recommended books: 1. Косар Н. С. Маркетингові дослідження: підручник / Н. С. Косар, О. Б. Мних, Є. В. Крикавський, С. В. Леонова. – Львів: Видавництво Львівської політехніки, 2018. – 460 c. 2. Котлер Ф. Основи маркетингу / Ф. Котлер, Г. Армстронг. – К.: Диалектика, 2020. – 880 с. 3. Окландер М. А., Кірносова М. В. Маркетингова товарна політика: навч. посібник. Львів: ЦУЛ, 2017. 200 с. 4. Сирохман І. В. Товарознавство продовольчих товарів : підручник / І. В. Сирохман. – Харків : Світ Книг, 2016. – 713 с.