Reputational Digital Management

Major: Internet-Marketing
Code of subject: 7.075.04.E.025
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Olena Karpii, PhD., Associate Professor of Economics
Semester: 2 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. 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. 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. Understand the essence and features of using marketing tools in the process of making marketing decisions. To justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Carry out diagnostics and strategic and operational management of marketing 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. Collect necessary data from various sources, process and analyze their results using modern methods and specialized software. Formation of information input and output flows using the Internet. Ability to plan and implement cross-platform coordination of marketing communications on the Internet 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. Ability to adapt to new unpredictable situations and make quick decisions. The ability to realize the need for lifelong learning in order to deepen the acquired and acquire new professional knowledge; The ability to take responsibility for the work performed, to make decisions independently, to achieve the set goal in compliance with the requirements of professional ethicsю
Required prior and related subjects: Рrerequisites: Social responsibility in marketing Marketing management Digital content management Strategic marketing
Summary of the subject: The concept of business reputation. Parameters of business reputation Information base of reputation and its tools. Ways to build a reputation. Assessment of business reputation, methods and tools of calculation. Online reputation management. Reputational risks. Management of business reputation of the manager and the employee
Assessment methods and criteria: Current control (30%): -work in practical classes; -work in laboratory classes. Examination control (70%): -writing component; -mouth component.
Recommended books: 1. Balabanova LV, Prikhodchenko Ya.V. Brand management of enterprises on the basis of marketing: [textbook. manual]. Donetsk: DonNUET, 2011. 287 p. 2. Derevyanko OG Reputational management of enterprises: theory, methodology, practice: monograph. К.: Видавництво "ДКС центр", 2016. 471 с. 3. Dubrova OS Business reputation of the enterprise: practical aspects of management. Economy and State, 2009, № 12. P. 38–41. 4. Zolenko AS The impact of online reputation of the enterprise on the efficiency of its operation. Management of sustainable economic development: theoretical and practical aspects: a collective monograph edited by VV Prokhorova. Kh .: Ed .: Ivanchenko IS, 2018. S. 258–264.

Reputational Digital Management (курсовий проєкт)

Major: Internet-Marketing
Code of subject: 7.075.04.E.026
Credits: 3.00
Department: Marketing and Logistics
Lecturer: Olena Karpii, PhD., Associate Professor of Economics
Semester: 2 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. 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. 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. Understand the essence and features of using marketing tools in the process of making marketing decisions. To justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Carry out diagnostics and strategic and operational management of marketing 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. Collect necessary data from various sources, process and analyze their results using modern methods and specialized software. Formation of information input and output flows using the Internet. Ability to plan and implement cross-platform coordination of marketing communications on the Internet 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. Ability to adapt to new unpredictable situations and make quick decisions. The ability to realize the need for lifelong learning in order to deepen the acquired and acquire new professional knowledge; The ability to take responsibility for the work performed, to make decisions independently, to achieve the set goal in compliance with the requirements of professional ethicsю
Required prior and related subjects: Рrerequisites: Social responsibility in marketing Marketing management Digital content management Strategic marketing
Summary of the subject: The concept of business reputation. Parameters of business reputation Information base of reputation and its tools. Ways to build a reputation. Assessment of business reputation, methods and tools of calculation. Online reputation management. Reputational risks. Management of business reputation of the manager and the employee
Assessment methods and criteria: Review of sections of the course project, oral examination, presentation of the course project, defense of the course project Procedure and criteria for grading: 88-100 points - certified with an excellent grade; 71-87 points - certified with a good grade; 50-70 points - certified with a satisfactory score; 26-49 points - not certified; 0-26 points - not certified with a grade of unsatisfactory.
Recommended books: 1. Balabanova LV, Prikhodchenko Ya.V. Brand management of enterprises on the basis of marketing: [textbook. manual]. Donetsk: DonNUET, 2011. 287 p. 2. Derevyanko OG Reputational management of enterprises: theory, methodology, practice: monograph. К.: Видавництво "ДКС центр", 2016. 471 с. 3. Dubrova OS Business reputation of the enterprise: practical aspects of management. Economy and State, 2009, № 12. P. 38–41. 4. Zolenko AS The impact of online reputation of the enterprise on the efficiency of its operation. Management of sustainable economic development: theoretical and practical aspects: a collective monograph edited by VV Prokhorova. Kh .: Ed .: Ivanchenko IS, 2018. S. 258–264.