Research and Improvement of the Marketing and Advertising System of Taka Maka Games Bureau LLC
Students Name: Toch Dzvenyslava Volodymyrivna
Qualification Level: magister
Speciality: Business, Trade and Exchange Activities
Institute: Viacheslav Chornovil Institute of Sustainable Development
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: англійська
Abstract: Dzvenyslava Toch, Tetyana Danko " Research and improvement of the Marketing and Advertising System of Taka Maka Bureau of Games LLC ". Masters qualification work. - Lviv Polytechnic National University, Lviv, 2022. Еxtended annotation. A developed system of marketing and advertising enables modern enterprises to develop more intensively and to gain additional competitive advantages on the market. The use of modern marketing systems, as well as the creation of e-commerce, allows businesses to increase the efficiency of the use of financial resources of the business entity. This becomes a result of the growth of business profitability as a whole. Modern enterprises use a variety of marketing and advertising strategies to attract the target audience and lead the client to purchase in conditions of constant development and growth of technology. Marketing and advertising seem to be everywhere, from traditional media to digital marketing on the Internet and social media. This reality can be explained by the effectiveness of marketing and advertising strategies in achieving success for companies of all forms and sizes [1]. The rapid development of marketing communications increases the consumer’s interest in the modern market, and also forms his consumption culture step by step. The system of marketing communications can be safely called as a type of communication between individual subjects in society. It means the idea of business communication with the consumer. The company, that produces products or services establishes a connection with the buyer in this way. You can analyze and look for the best options for meeting the interests of consumers, when there is a contact [2]. Advertising is an important component of the marketing communications system, as well as modern marketing at enterprises. Advertising activities involve industry and market analysis and research, as well as planning. That is why it requires large expenses [3]. There is the following definition of the concept of advertising in the Law of Ukraine "About Advertising": "Advertising is information about a person or a product, distributed in any form and in any way and created to form or support the awareness of consumers of advertising and their interest in such a person or a product ". This interpretation emphasizes the connection of advertising and the market with its sellers and buyers and the competition of goods and services, which is constantly increasing [4]. Focusing on the economic environment, advertising and other promotional campaigns have become an integral part of our social and economic system now. Innovations in new technologies have led to the large-scale introduction of new media in e-commerce for an effective coverage and distribution of advertising messages. The object of the research is the Marketing and Advertising System of Taka Maka Bureau of Games LLC. The subject of the research is the theoretical and methodical approaches Marketing and Advertising System of Taka Maka Bureau of Games LLC. The aim of the master’s qualification work is the research, optimization and improvement of the marketing and advertising system, as well as the introduction of e-commerce at the enterprise Taka Maka Bureau of Games LLC, explanation of theoretical aspects and development of recommendations for the implementation of e-commerce. Master`s qualification work is based on the analysis of the financial and economic activity of the firm. A complex of general practical methods of research of the main indicators of the economic activity of the Taka Maka Bureau of Games LLC was applied in the master’s qualification work. An analysis of the company’s property, sources of capital formation, indicators of liquidity and solvency, as well as financial stability, profitability and profitability, dynamics of the company’s sales activity was carried out for the purpose of researching the efficiency of the economic activity of the company Taka Maka Bureau of Games LLC. The company’s financial statements for 2020-2021 (Balance Sheet and Statement of Financial Results) were used to obtain the results of the financial and economic analysis. Based on the conducted research, recommendations are offered for improving the marketing and advertising systems in social networks Taka Maka Bureau of Games LLC, the peculiarities of the implementation of e-commerce at the enterprise are described and the justified feasibility of its implementation is described In the master’s qualification work. The proposed measures are aimed at increasing the company’s financial indicators, popularizing the company on the Internet and increasing sales of products of Taka Maka Bureau of Games LLC. Comprehensive analysis and implementation of e-commerce in social networks will allow "Taka Maka" to improve the level of marketing, to increase financial resources and the competitiveness of Taka Maka Bureau of Games LLC. Key words: marketing, systems of marketing, advertising, games production, e-commerce, competitivenes. REFERENCES 1. Bezkorovainy, A. O. "The place of advertising in the marketing policy of enterprises." Section No. 1. Marketing and logistics in the modern enterprise management system (2018): 3. 2. Olena Sergiyivna Borysenko, Yulia Volodymyrivna Fisun, Alyona Yaroslavivna Tkachenko. "Internet marketing communication tools as a component of the management mechanism of the enterprise’s communication environment." (2020). 3. Yulia Mykolaivna Melnyk. "Classification of the main forms and types of Internet marketing communications." (2016). 4. About advertising: Law of Ukraine dated February 18, 2006 No. 2132-ХІІ. URL: http://zakon4.rada.gov.ua/ (date of application 11.12.2022)