Strategic Marketing

Major: Internet-Marketing
Code of subject: 7.075.04.O.003
Credits: 5.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Proff. Dmytriv Anna
Semester: 1 семестр
Mode of study: денна
Learning outcomes: PRN 2. To be able to adapt and apply new achievements in the theory and practice of marketing to achieve specific goals and solve the problems of a market entity. PRN 4. To be able to develop a strategy and tactics of marketing activity, taking into account the cross-functional nature of its implementation. PRN 6. To be able to increase the effectiveness of the marketing activity of a market entity at different levels of management, to develop projects in the field of marketing and manage them PRN 8. Use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. PRN 9. Understand the essence and features of using marketing tools in the process of making marketing decisions. PRN10. Justify marketing decisions at the level of a market entity with the application of modern management principles, approaches, methods, techniques. PRN 11. Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activity of the market entity. PRN 12. Carry out diagnostics and strategic and operational management of marketing for the development and implementation of marketing strategies, projects and programs. PRN 13. Manage the marketing activity of the market entity, as well as its divisions, groups and networks, determine the criteria and indicators of its evaluation. PRN 16. To know and understand the importance of social responsibility for the decisions made, to adhere to moral and cultural values. PRPS 1.The ability to organize the trading activity of a business entity using the Internet. KOM1. Clear and unambiguous presentation of one's own conclusions, as well as the knowledge and explanations that justify them, to specialists and non-specialists, in particular, to persons who are studying. KOM2. Use of foreign languages ??in professional activities. AiB1. Decision-making in complex and unpredictable conditions, which requires the use of new methods and forecasting. AiB2. Responsibility for the development of professional knowledge and practices, assessment of the team's strategic development.
Required prior and related subjects: Marketing distribution policy Strategic Marketing (CP)
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: Total for the course - 100 points Current control - 30 points (of them, performance of practical - 10 points, control - 20 points) Examination control - 70 points (55 of them - written component, 15 - oral). 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; 3rd level task – 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.

Strategic Marketing (курсовий проєкт)

Major: Internet-Marketing
Code of subject: 7.075.04.O.006
Credits: 3.00
Department: Marketing and Logistics
Lecturer: PhD, associate proffesor Kosar Nataliya
Semester: 1 семестр
Mode of study: денна
Learning outcomes: 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 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 develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. Present and discuss the results of scientific and applied research, marketing projects in state and foreign languages. Be able to form and improve the marketing system of the market entity. Understand the nature and features of marketing tools in the marketing decision-making process. Use 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. Collect the necessary data from various sources, process and analyze their results using modern methods and specialized software. 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.
Required prior and related subjects: Prerequisites: - Co-requisites: Strategic Marketing.
Summary of the subject: Information about the company and the market. Mission statement of the company. Setting goals and objectives of the enterprise marketing. Analysis of the marketing strategy of segmentation and target market selection. The choice of the target market. Analysis of the industry and competitive position in the company. Analysis and evaluation of enterprise environment by SWOT-analysis. Determining the competitive advantage of the company. Defining the competitive strength of the company. Comparative evaluation of competitiveness. Building a matrix Boston Consulting Group. Building a matrix "McKinsey - General Electric" Conclusions and recommendations on the grounding of company strategies.
Assessment methods and criteria: Final control (100%, differentiated test): completion and defence of the course project.
Recommended books: 1. Балабанова Л.. Стратегічний маркетинг: підручник / Л. Балабанова, В. Холод, І. Балабанова. – К.: Центр навчальної літератури, 2019. – 612 с. 2. Косар Н.С. Маркетингові дослідження: підручник / Н.С. Косар, О. Б. Мних, Є. В. Крикавський, С. В. Леонова. – Львів: Видавництво Львівської політехніки, 2018. – 460 c. 3. Крикавський Є.В. Стратегічний маркетинг: навч. посібник / Є.В. Крикавський, Л.І. Третьякова, Н.С. Косар. – 2-ге вид. – Львів: Видавництво Львівської політехніки, 2013. – 256 с. 4. Куденко Н.В. Стратегічний маркетинг: підручник / Н.В. Куденко. - К.: КНЕУ, 2012. - 523 с.