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Marketing Administration
Major: Marketing
Code of subject: 6.075.04.E.121
Credits: 5.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Kosar Nataliya
PhD, Senior Lecturer Savchenko Yuliia
Semester: 7 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. Explain information, ideas, problems and alternatives for management decisions to specialists and non-specialists in the field of marketing, representatives of various structural units of the market entity. Perform functional responsibilities in the group, offer sound marketing solutions. Design and implement a marketing system in the enterprise, focused on reducing the share of unmet demand. 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:
Consumer Behavior, Sales Management in Internet Marketing, Management.
Co-requisites:
Risk management in marketing and logistics.
Summary of the subject: The essence and objectives of marketing management in the enterprise. Marketing audit. The main methods of auditing the external environment of the enterprise in the marketing management system and methods of strategic evaluation of medium and small businesses. Strategic business performance measurement systems. Audit of the enterprise marketing complex. Formation of mission and marketing goals. Demand management for goods. Strategic planning and marketing planning. Organization of marketing activities. Marketing control.
Assessment methods and criteria: - elaboration of practical classes (oral questioning in practical classes; discussion of questions to situational exercises; solving problems using the methods of strategic analysis and marketing analysis) (30%)
- final control (70%, control event, exam): written and oral form (70%)
Recommended books: 1. Бондаренко В.М. Маркетинговий менеджмент: Навчальний посібник. / В.М. Бондаренко, І.І. Поліщук, В.В. Шарко - Вінниця: Видавничо-редакційний відділ ВТЕІ КНТЕУ, 2016. – 224 с.
2. Корягіна С.В. Маркетинговий аудит. Навч. посібник. / С.В. Корягіна, М.В. Корягін - К.: Центр учбової літератури, 2014. — 320 с.
3. Кочкіна Н. Ю. Управління маркетингом: навч. посіб. К.: «НВП «Інтерсервіс», 2019. 368 с.
4. Крикавський Є.В. Маркетинговий менеджмент: навч. посібник / Є.В. Крикавський, І.О. Дейнега, О.В. Дейнега, І.Ф. Лорві. –Львів: Видавництво Львівської політехніки, 2014. – 380 с. – (Серія «Світ маркетингу і логістики». – Вип. 8.)
Marketing Administration (курсовий проєкт)
Major: Marketing
Code of subject: 6.075.01.E.086
Credits: 3.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Kosar Nataliya
PhD, Senior Lecturer Savchenko Yuliia
Semester: 7 семестр
Mode of study: денна
Learning outcomes: Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. Collect and analyze the necessary information, calculate economic and marketing indicators, justify management decisions based on the use of the necessary analytical and methodological tools. 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. Explain information, ideas, problems and alternatives for management decisions to specialists and non-specialists in the field of marketing, representatives of various structural units of the market entity. Perform functional responsibilities in the group, offer sound marketing solutions. 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. 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 Management.
Co-requisites: -
Summary of the subject: The main tasks of marketing management in the enterprise. Stages of marketing audit and indicators to be analyzed. The use of PEST-analysis in the audit of the external environment of the enterprise. Audit of the enterprise marketing complex.
Types of marketing plans. The process of creating marketing organizational structures. Types of marketing control.
Assessment methods and criteria: Final control (100%, differentiated test): completion and defence of the course project.
Recommended books: 1. Бондаренко В.М. Маркетинговий менеджмент: Навчальний посібник. / В.М. Бондаренко, І.І. Поліщук, В.В. Шарко - Вінниця: Видавничо-редакційний відділ ВТЕІ КНТЕУ, 2016. – 224 с.
2. Кочкіна Н. Ю. Управління маркетингом: навч. посіб. К.: «НВП «Інтерсервіс», 2019. 368 с.
3. Крикавський Є.В. Маркетинговий менеджмент: навч. посібник / Є.В. Крикавський, І.О. Дейнега, О.В. Дейнега, І.Ф. Лорві. –Львів: Видавництво Львівської політехніки, 2014. – 380 с. – (Серія «Світ маркетингу і логістики». – Вип. 8.)
Marketing Administration
Major: Marketing
Code of subject: 6.075.01.E.084
Credits: 5.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Kosar Nataliya
PhD, Senior Lecturer Savchenko Yuliia
Semester: 7 семестр
Mode of study: денна
Learning outcomes: 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. Explain information, ideas, problems and alternatives for management decisions to specialists and non-specialists in the field of marketing, representatives of various structural units of the market entity. Perform functional responsibilities in the group, offer sound marketing solutions. 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. 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:
Consumer Behavior (СР), Product Sales Management..
Co-requisites:
Risk Management in Marketing, Marketing Management (СР).
Summary of the subject: The essence and objectives of marketing management in the enterprise. Marketing audit. The main methods of auditing the external environment of the enterprise in the marketing management system and methods of strategic evaluation of medium and small businesses. Strategic business performance measurement systems. Audit of the enterprise marketing complex. Formation of mission and marketing goals. Demand management for goods. Strategic planning and marketing planning. Organization of marketing activities. Marketing control.
Assessment methods and criteria: - elaboration of practical classes (oral questioning in practical classes; discussion of questions to situational exercises; solving problems using the methods of strategic analysis and marketing analysis) (30%)
- final control (70%, control event, exam): written and oral form (70%)
Recommended books: 1. Бондаренко В.М. Маркетинговий менеджмент: Навчальний посібник. / В.М. Бондаренко, І.І. Поліщук, В.В. Шарко - Вінниця: Видавничо-редакційний відділ ВТЕІ КНТЕУ, 2016. – 224 с.
2. Корягіна С.В. Маркетинговий аудит. Навч. посібник. / С.В. Корягіна, М.В. Корягін - К.: Центр учбової літератури, 2014. — 320 с.
3. Кочкіна Н. Ю. Управління маркетингом: навч. посіб. К.: «НВП «Інтерсервіс», 2019. 368 с.
4. Крикавський Є.В. Маркетинговий менеджмент: навч. посібник / Є.В. Крикавський, І.О. Дейнега, О.В. Дейнега, І.Ф. Лорві. –Львів: Видавництво Львівської політехніки, 2014. – 380 с. – (Серія «Світ маркетингу і логістики». – Вип. 8.)