Direct Marketing

Major: Marketing
Code of subject: 7.075.01.E.029
Credits: 4.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: To be able to adapt and apply new advances in the theory and practice of marketing to achieve specific goals and solve the problems of the market entity. Plan and conduct their own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. Be able to increase the effectiveness of a marketing activities of market entity at different levels of management, develop projects in the field of marketing and manage them. Be able to form and improve the marketing system of a market entity. To use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. Understand the essence and features of the use of marketing tools in the marketing decision-making process. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Form a marketing system of interaction, build long-term mutually beneficial relationships with other market participants. To be able to carry out measures for the systemic optimization of the enterprise's activities in the field of customer service. Know modern concepts and technologies of modern concepts and technologies of comprehensive customer service using the criteria for systemic optimization of the work of a market entity. Clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students. Making decisions in difficult and unpredictable conditions, which requires the application of new approaches and forecasting. Responsibility for developing professional knowledge and practices, assessing strategic development of the team.
Required prior and related subjects: Prerequisite: Social responsibility in marketing; Advertising Management; Strategic Marketing; Marketing consulting. Сo-requisites: Marketing of professional services (сourse project)
Summary of the subject: direct marketing as elements of marketing communications. Advantages and disadvantages of direct marketing information tools. Direct marketing in communications. Direct marketing industry business. New technology sales and selection of optimal media advertising. Direct marketing goods. Principles of planning loyalty programs.
Assessment methods and criteria: Current control (100): performance and protection of laboratory works (60%); execution and protection of individual control work (20%); control testing (20%).
Recommended books: 1. Ansoff I. Strategic management. -M.: Economics, 2019. 2. Voychak A.V. Marketing management: assistant - K .: KNEU, 2018. - 268 p. 3. Golubkov E.P. Fundamentals of Marketing: a textbook. - M.: Publishing house "Finpress", 2019. - 656 p. 4. Dixon P. Management of marketing / per. from English. - M .: CJSC "Publishing house Binom", 2018. - 560 p. 5. Dichtl E., Hershgen H. Practical marketing: a tutorial / trans. snem. A.M. Makarov; ed. I.S. Minco. - M .: Higher. school, 2015. - 255 p. 6. Doyle P. Marketing management and strategies. 3rd edition / trans. from English. ed. Yu.N.Kapturevsky. - St. Petersburg: Peter, 2018. 7. Kovalkov Yu.A., Dmitriev O.N. Effective marketing technologies. - M.: Mashinostroenie, 2014. 8. Kotler F. Marketing management / per. from English. ed. O.A. Tretyak, L.A. Volkova, Yu.N. Kapturevsky. - St. Petersburg: publishing house "Piter", 2019.