Marketing Policy of Distribution

Major: Marketing
Code of subject: 6.075.00.O.068
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Associate professor Kosar Nataliya S. Ph.D., associate professor Pytulyak Nataliya S.
Semester: 6 семестр
Mode of study: денна
Learning outcomes: Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. 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. 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. Develop new products and support their development at different stages of the life cycle, make effective marketing decisions on consumer properties, packaging, design, brand name and style, increase customer service based on analysis of their needs and capabilities. Communicating information, ideas, problems, solutions and personal experience in the field of professional activity to specialists and non-specialists. Ability to effectively form a communication strategy. Management of complex actions or projects, responsibility for decision-making in unpredictable conditions. 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 researches. Co-requisites: Courses for student choice.
Summary of the subject: The essence and importance of marketing distribution policy. Commodity movement mechanisms and use of distribution channels. Distribution of the company. Wholesale and retail intermediaries in the distribution channels of the goods. Competition and conflict in distribution channels of the goods. Choosing the best distribution channel. Manage goods movement and marketing logistics. Direct and interactive marketing.
Assessment methods and criteria: Work in practical classes (oral questioning in practical classes; discussion of questions to situational exercises; problem solving) (30%) Final control (control event, exam): written and oral form (70%)
Recommended books: 1. Балабанова Л.В. Управління збутовою політикою: Навч. посібник / Л.В. Балабанова, Ю.П. Митрохіна. – К.: Центр учбової літератури, 2011.– 240 с.; 2. Крикавський Є. Логістика для економістів: Підручник / Є. Крикавський. – 2-ге вид. випр. і доп. – Львів: Видавництво Львівської політехніки, 2014. – 476 с. 3. Крикавський Є.В. Маркетингова політика розподілу: навч. посібник / Є.В. Крикавський, Н.С. Косар, А. Чубала. – 2-ге вид., зі змінами. - Львів: Видавництво Львівської політехніки, 2012. – 260 с. 4. Олексенко Л.В. Маркетингова політика розподілу: навчальний посібник / Л.В. Олексенко. – К.: Видавництво Ліра-К, 2018. – 468 с. 5. Robert W. Palmatier, Eugene Sivadas, Louis W. Stern, Adel I. El-Ansary (2019) Marketing Channel Strateg An Omni-Channel Approach: leading textbook, New York, NY, 2019. – 402 p.