Internet Marketing

Major: Business, Trade and Exchange Activities
Code of subject: 6.076.04.E.129
Credits: 4.00
Department: Ecological Politics and Environment Protection Management
Lecturer: Lesia Kucher
Semester: 7 семестр
Mode of study: денна
Learning outcomes: The study of the discipline involves the formation and development of competencies: General competences: 5. Skills in using information and communication technologies. 6. Ability to search, process and analyze information from various sources. 8. Ability to show initiative and entrepreneurship. Professional competences: 4.2. Ability to organize business in social networks. 4.4. Ability to demonstrate basic and structured knowledge of Internet marketing organization methods. 4.3. The ability to evaluate the effectiveness of advertising strategies in Internet trade. As a result of the study of the discipline, the applicant should be able to demonstrate the following learning outcomes: 25. To have methods and tools for justifying management decisions regarding the organization of Internet trade. 26. Demonstrate the ability to build Internet trade business models.
Required prior and related subjects: Prerequisites: Marketing research of trade enterprises. Korequisites: Modeling and forecasting in Internet trade. Postrequisites: Business in social networks.
Summary of the subject: Topic 1. Formation of Internet marketing. The genesis of the Internet. The specifics of Internet marketing. Topic 2. Search for marketing information in a virtual environment. Search principles. Marketing research in the virtual economy. Topic 3. Strategic decisions in Internet marketing. Principles of strategic planning on the Internet. Internet strategies of the enterprise. Topic 4. Marketing product policy on the Internet. Internet marketing of material and informational goods. Trademark on the Internet. Topic 5. Marketing price and sales policy on the Internet. The specifics of pricing on the Internet. Classification of virtual intermediaries. Topic 6. Marketing communication policy on the Internet. Complex of Internet communications. Internet advertising. Specific forms of communication in Internet marketing: search engine optimization and virtual communities. Topic 7. Effectiveness of marketing activities on the Internet. Effectiveness of advertising on the Internet. A comprehensive method of evaluating effective solutions in advertising. Topic 8. Basics of web analytics in the Internet marketing system. The essence of web analytics as a tool of Internet marketing. Marketing analysis of the company's website.
Assessment methods and criteria: Assessment of students' knowledge of the discipline is carried out on the basis of the results of current and final controls. Current control (30%) is carried out during classes. Final control (70%) is carried out during the exam: written component – 60 %; oral component – 10 %. The evaluation of the study results of the applicants is carried out in accordance with the 100–point evaluation scale: 100–88 points – “excellent” rating; 87–80 points – “very good” rating; 79–71 points – “good” rating; 70–61 points – “mediocre” rating; 60–50 points – a “satisfactory” rating; 49–26 points – an “unsatisfactory” grade with the possibility of retaking the semester control; 25–00 points – an “unsatisfactory” grade with mandatory re–study of the course
Recommended books: 1. Vynogradova O.V., Nedopako N.M. Marketing in social networks: textbook. Kyiv: DUT, 2022. 202 p. 2. Quick SMM help: how to use social networks to develop your organization and personal brand? TOP 12 tips from experts: textbook; in general ed. L. Gulyaeva. Kyiv: APSVT, 2021. 30 p. 3. Gvozdeva A. A., Filina O. V. Facebook and Instagram. Kyiv, 2021. 292. 4. How-To-Do Quick Guide on Digital Marketing. Beacon, 92 p. 5. Big book of digital marketing. Igninionone, 2014. 80 p. 6. Trengove Jones A., Malczyk A., Beneke J. Internet Marketing. GetSmarter, 229 p. 7. Vynogradova O.V., Drokina N.I. Marketing technologies of Internet project management: textbook. Kyiv: DUT, 2019. 351 p. 8. Lytovchenko I. L. Internet marketing: textbook. Kyiv: TsUL, 2011. 332 p. 8. Kordzaya N. R. Fundamentals of Internet Marketing. Part 2: textbook. Kherson: Oldi-plus, 2018. 164 p.

Internet Marketing (курсова робота)

Major: Business, Trade and Exchange Activities
Code of subject: 6.076.04.E.133
Credits: 2.00
Department: Ecological Politics and Environment Protection Management
Lecturer: Lesia Kucher
Semester: 7 семестр
Mode of study: денна
Learning outcomes: Writing a coursework involves the formation and development of competencies: General competences: 5. Skills in using information and communication technologies. 6. Ability to search, process and analyze information from various sources. 8. Ability to show initiative and entrepreneurship. Professional competences: 4.2. Ability to organize business in social networks. 4.4. Ability to demonstrate basic and structured knowledge of Internet marketing organization methods. 4.3. The ability to evaluate the effectiveness of advertising strategies in Internet trade. As a result of writing the coursework, the applicant should be able to demonstrate the following learning outcomes: 25. To have methods and tools for justifying management decisions regarding the organization of Internet trade. 26. Demonstrate the ability to build Internet trade business models.
Required prior and related subjects: Prerequisites: Marketing research of trade enterprises. Korequisites: Modeling and forecasting in Internet trade. Postrequisites: Business in social networks.
Summary of the subject: Formation of internet marketing. Search for marketing information in a virtual environment. Strategic decisions in internet marketing. Marketing product policy on the internet. Marketing price and sales policy on the internet. Marketing communication policy on the internet. Effectiveness of marketing activities on the internet. Basics of web analytics in the internet marketing system.
Assessment methods and criteria: The procedure and criteria for assigning points and grades: Unification of the system for evaluating students' course work on a 100-point scale, with the maximum score (60 point) the supervisor can assess for work performance; 40 point are awarded to the winner by the commission for the defense of the course work. The educational achievements of the student are evaluated according to the 100-point rating scale established by the university: 100–88 points – certified with the grade «excellent»; 87–71 points – certified with a grade of «good»; 70–50 points – certified with a «satisfactory» rating; 49–26 points – not certified; 25–00 points – not certified with an «unsatisfactory» rating.
Recommended books: 1. Kraus K.M., Kraus N.M., Manzhura O.V. Electronic commerce and Internet trade: textbook. Kyiv, 2021. 454 p. 2. Quick SMM help: how to use social networks to develop your organization and personal brand? TOP 12 tips from experts: textbook; in general ed. L. Gulyaeva. Kyiv: APSVT, 2021. 30 p. 3. Gvozdeva A. A., Filina O. V. Facebook and Instagram. Kyiv, 2021. 292. 4. How-To-Do Quick Guide on Digital Marketing. Beacon, 92 p. 5. Big book of digital marketing. Igninionone, 2014. 80 p. 6. Trengove Jones A., Malczyk A., Beneke J. Internet Marketing. GetSmarter, 229 p. 7. Vynogradova O.V., Drokina N.I. Marketing technologies of Internet project management: textbook. Kyiv: DUT, 2019. 351 p. 8. Lytovchenko I. L. Internet marketing: textbook. Kyiv: TsUL, 2011. 332 p. 8. Kordzaya N. R. Fundamentals of Internet Marketing. Part 2: textbook. Kherson: Oldi-plus, 2018. 164 p.