Marketing Communications Policy

Major: Marketing
Code of subject: 6.075.00.O.062
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Liudmyla A. Moroz, PhD, Associate Professor of Economics
Semester: 5 семестр
Mode of study: денна
Learning outcomes: PRN 1. Demonstrate knowledge and understanding of the theoretical foundations and principles of marketing activities. PRN 3. Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. PRN 6. To determine the functional areas of marketing activities of the market entity and their relationships in the management system, to calculate the relevant indicators that characterize the effectiveness of such activities. PRN 7. 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. PRN 8. Apply innovative approaches to marketing activities of the market entity, flexibly adapt to changes in the marketing environment. PRN 14. Perform functional responsibilities in the group, offer sound marketing solutions. PRN 21. Ability to demonstrate knowledge in the field of Internet marketing. PRNS 3.1. Ability to organize the process of selling goods taking into account modern rules and principles of merchandising. PRNS 3.4. Plan and build long-term relationships with the customer using a set of indicators of interaction with him, including CRM-system. COM 1. Communicating information, ideas, problems, solutions and personal experience in the field of professional activity to specialists and non-specialists AiV 1. Management of complex actions or projects, responsibility for decision-making in unpredictable conditions. AiV 2. Responsibility for professional development of individuals and / or groups of individuals AiV 3. Ability to further study with a high level of autonomy
Required prior and related subjects: Prerequisites: marketing; Marketing researches. Co-requisites: Internet marketing Neuromarketing Public relations in marketing Trade logistics Social Media Marketing (SMM) Product quality management Merchandising
Summary of the subject: Communications in the marketing system. Fundamentals of communication theory. Formation of a complex of marketing communications. Advertising as a component of the QMS. Public relations ("public relations"). Direct marketing. Sales promotion. Exhibitions, fairs. Integrated point-of-sale marketing communications. Branding
Assessment methods and criteria: Current control (30%): work on practical classes, oral examination. Examination control (70%): -writing component; -oral component.
Recommended books: 1. Korol I.V. Marketynhovi komunikatsii: navch.-metod. posib. Uman: Vizavi, 2018. 191 s. 2. Marketynh:pidruchnyk / V. Rudelius, L.A. Moroz, N.Iu. Hlynskyi ta in. K., 2009. 648 s. 3. Romat Ye.V. , Buchatska I.O., Dubovyk T.V. Zviazky z hromadskistiu. K.: KNTEU, 2015. 280 s. 4. Marketynhovi komunikatsii: pidruchnyk / N.V. Popova, A.V. Kataiev, L.V. Bazaliieva, O.I. Kononov, T.A. Mukha; pid zahalnoiu redaktsiieiu N.V. Popovoi. Kharkiv: «Fakt», 2020. 315 s.