Web-analytics

Major: Internet-Marketing
Code of subject: 7.075.04.O.001
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, associate professor Nazariy Glinskyi, PhD, associate professor Kosar Nataliya
Semester: 1 семестр
Mode of study: денна
Learning outcomes: To know and be able to apply modern principles, theories, methods, and practical methods of marketing in practical activities. Plan and carry out 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 activity taking into account the cross-functional nature of its implementation. To justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, and techniques. Collect necessary data from various sources, and process and analyze their results using modern methods and specialized software. Ability to plan and implement cross-platform coordination of marketing communications on the Internet. The ability to provide (purchase) services using information and communication technologies of the global Internet network. 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. Use of foreign languages ??in professional activities. Decision-making in complex and unpredictable conditions requires the use of new approaches and forecasting.
Required prior and related subjects: Prerequisites: Social responsibility in marketing, Logistics Management, Strategic Marketing, Financial Management. Co-requisites: Master’s Thesis Internship , Master’s Thesis Preparation, Master’s Thesis Defence.
Summary of the subject: The essence and importance of the distribution marketing policy. Commodity movement and mechanisms for the use of distribution channels. Distribution in the enterprise. Public procurement and state order. Wholesale intermediaries in the distribution channels of goods. Retail intermediaries in the distribution channels of goods. Choosing the optimal distribution channel. Competition and conflicts in the distribution channels of goods. Commodity management and marketing logistics. Direct and interactive marketing.
Assessment methods and criteria: Current control: - testing; - oral frontal survey; - oral sample survey; - discussion of situational tasks; - protection of practical works. Examination control: - testing; - written survey; - oral survey. Current control (30%): solving test tasks and analytical problems, considering situational exercises, oral survey. Final control (70%), exam - written (55%) and oral (15%) components.
Recommended books: 1. Котлер Ф. Основи маркетингу / Ф. Котлер, Г. Армстронг. – К.: Диалектика. – 2020. – 880 с. 2. Крикавський Є.В. Маркетингова політика розподілу: навч. посібник / Є.В. Крикавський, Н.С. Косар, А. Чубала. – 2-ге вид. зі змінами. - Львів: Видавництво Львівської політехніки, 2012. – 260 с. 3. Крикавський Є. Логістика для економістів: Підручник / Є. Крикавський. – 2-ге вид. випр. і доп. – Львів: Видавництво Львівської політехніки, 2014. – 476 с. 4. Мороз Л.А. Маркетинг: Підручник / Л.А. Мороз, Н.І. Чухрай; за ред. Л.А. Мороз. – 5-те вид., онов. - Львів: Бухгалтерський центр «Ажур», 2010. – 232 с. 5. Олексенко Л.В. Маркетингова політика розподілу: навчальний посібник / Л.В. Олексенко. – К.: Видавництво Ліра-К, 2018. – 468 с.