Marketing Policy of Distribution

Major: Internet-Marketing
Code of subject: 7.075.04.O.009
Credits: 6.00
Department: Marketing and Logistics
Lecturer: PhD, associate professor Kosar Nataliya
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. Use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, and scientific discussions in the field of marketing. To justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, and techniques. Form a marketing system of interaction, and build long-term mutually beneficial relations with other market subjects. 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. Decision-making in complex and unpredictable conditions requires the use of new methods and forecasting. Responsible for the development of professional knowledge and practices, and assessment of the team's strategic development.
Required prior and related subjects: Strategic marketing financial management
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 (30%): solving test problems and analytical problems, considering situational exercises, oral survey. Final control (70%), exam - written (55%) and oral (15%) components. Current control: oral frontal survey; oral individual survey; discussion of situational tasks; assessment of activity, submitted proposals, original solutions. Examination control: oral survey.
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.