Marketing of professional services

Major: Marketing
Code of subject: 7.075.01.E.027
Credits: 5.00
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: The content and application of marketing professional services. Characteristics and role of services in the modern economy. Features of marketing services. Description of professional services and their classification. Evolution of services. Factors contributing to the development of the service sector in Ukraine. The difference between marketing services and marketing products. Marketing services and marketing products using services. Evaluation of yield components range of services. Using market segmentation to increase business opportunities for providing professional services. Positioning of professional services. Creating a competitive position, services and stages of positioning strategy. The participation of the client in the process of maintenance. Problems of achieving the necessary consumer behavior involving them to cooperate. Six types of "inadequate" consumers. Complex marketing company and especially its implementation in the field of professional services.
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. L. Tkachenko. Marketing services. Tutorial. - Kyiv: Сentre for educational literature, 2019. - 192 p. 2. Pashchuk O. Marketing services: a strategic approach: manual. - Kyiv: "Professional", 2018. - 560 p. 3. Kulybanova V. Marketing: servyse activities. - St. Petersburg: Piter, 2018. - 240 p. 4. Christopher Lovelock. Marketing services: personnel, technology, strategy. - 4th ed. - St. Petersburg: Publishing house "Williams", 2018. - 983 p.

Marketing of professional services (курсовий проєкт)

Major: Marketing
Code of subject: 7.075.01.E.030
Credits: 3.00
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: The content and application of marketing professional services. Characteristics and role of services in the modern economy. Features of marketing services. Description of professional services and their classification. Evolution of services. Factors contributing to the development of the service sector in Ukraine. The difference between marketing services and marketing products. Marketing services and marketing products using services. Evaluation of yield components range of services. Using market segmentation to increase business opportunities for providing professional services. Positioning of professional services. Creating a competitive position, services and stages of positioning strategy. The participation of the client in the process of maintenance. Problems of achieving the necessary consumer behavior involving them to cooperate. Six types of "inadequate" consumers. Complex marketing company and especially its implementation in the field of professional services.
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. L. Tkachenko. Marketing services. Tutorial. - Kyiv: Сentre for educational literature, 2019. - 192 p. 2. Pashchuk O. Marketing services: a strategic approach: manual. - Kyiv: "Professional", 2018. - 560 p. 3. Kulybanova V. Marketing: servyse activities. - St. Petersburg: Piter, 2018. - 240 p. 4. Christopher Lovelock. Marketing services: personnel, technology, strategy. - 4th ed. - St. Petersburg: Publishing house "Williams", 2018. - 983 p.