Marketing Management

Major: Internet-Marketing
Code of subject: 7.075.04.O.002
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Doctor of Economics, Professor Yevhen Krykavskyi, PhD, Assoc. Proff. Dmytriv Anna
Semester: 1 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. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. 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. 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. Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activities of the market entity. Carry out diagnostics and strategic and operational marketing management for the development and implementation of marketing strategies, projects, and programs. Manage the marketing activities of the market entity, as well as its divisions, groups and networks, determine the criteria and indicators of its evaluation. Know and understand the importance of social responsibility for decisions, observe moral and cultural values. Ability to organize trading activities of a business entity using the Internet. Clear and unambiguous reporting of their own conclusions, as well as knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students. Use of foreign languages in professional activities. Decision-making in difficult and unpredictable conditions, which requires the use of new approaches and forecasting. Responsibility for the development of professional knowledge and practices, assessment of the strategic development of the team.
Required prior and related subjects: Prerequisites: Social Responsibility of Business. Co-requisites: Master’s Thesis Internship; Master’s Thesis Preparation, Master’s Thesis Defence.
Summary of the subject: The discipline is designed to ensure that students learn theoretical knowledge on the organization, planning, implementation and control of marketing activities at the enterprise. Reveal the essence of the process of marketing management at the enterprise, show the differences between the concepts of marketing management and marketing management. Provide theoretical knowledge and practical skills in marketing planning issues at the enterprise. The discipline studies the systems of methods and algorithms for managing marketing activities at the enterprise, while demonstrating the importance and relevance of complete management of the enterprise on the basis of marketing. The subject of study of the discipline is the processes, methods and tools for managing the marketing activities of the enterprise and managing the enterprise on the basis of marketing.
Assessment methods and criteria: 1. Current control of the student's work: - assessment of students' knowledge in practical classes (assessment of performance of situational exercises and tasks during class; assessment of participation in discussions, summaries of issues considered in practical classes, assessment of participation in business and role-playing games); evaluation of the performance of control works (correctness of calculations, correctness of conclusions and recommendations; correctness, completeness and brevity of the answer during the defense of the work) - for correspondence students. 2. Examination control: assessment of students' knowledge on the exam, which includes a written and oral component. Written component: tasks of the 1st level - tests; the task of the 2nd level is to reveal the meaning of the concept, give a definition, establish its characteristic features; the 3rd level task is to solve problems or give an answer to a situational exercise. Oral component: oral survey.
Recommended books: 1. Крикавський Є.В., Дейнега І.О., Дейнега О.В., Лорві І.Ф. Маркетинговий менеджмент: навч. посібник. Львів: Видавництво Львівської політехніки, 2014. 308 с. 2. Бондаренко В.М., Поліщук І.І., Шарко В.В. Маркетинговий менеджмент: Навчальний посібник. Вінниця: Видавничо-редакційний відділ ВТЕІ КНТЕУ, 2016. 224 с. 3. Войчак А. В. Маркетинговий менеджмент: Навч.-метод. посібник для самост. вивч.дисц. Київ: КНЕУ, 2015. 100 с. 4. Лепейко Т.І., Колик А.В., Кінас І.О. Маркетинговий менеджмент: навчальний посібник. Харків: Видавництво ХНЕУ, 2012. 103 с.