Marketing and Commodity in Biotechnology

Major: Biotechnology and Bioengineering
Code of subject: 6.162.01.E.055
Credits: 3.00
Department: Technology of Biologically Active Substances, Pharmacy and Biotechnology
Lecturer: Doctor of Economical Sciences, Professor Sofiya Vasylyuk
Semester: 7 семестр
Mode of study: денна
Мета вивчення дисципліни: Familiarization of students with: the main directions of marketing activities, including market research and formulation of marketing strategy; the fundamental terminology used in product science, the history of its emergence, development, and its connection with other scientific disciplines of product science, concepts of consumer properties of goods and their classification, classification of properties and indicators of product assortment, assortment management strategies, as well as acquaintance with the product classification. effective ways of promoting a product in the market from the manufacturer to the end consumer to achieve a sustainable level of profit, taking into account the quality of goods, their consumer properties, market capacity, and the presence of competitors
Завдання: The ability to apply commercial and economic contexts for the design of biotechnological and pharmaceutical productions, and to perform management and marketing of biotechnological production
Learning outcomes: Being able to assess trends in the production and market distribution of bioproducts and to carry out management and marketing of bioproducts, as well as economic analysis of biotechnological productions. The ability to use various methods, including modern information technologies, for effective communication at both professional and social levels. The ability to adapt to new situations and make appropriate decisions. The ability to approach work responsibly, make independent decisions, and achieve set goals while adhering to professional ethics requirements.
Required prior and related subjects: Prerequisites: Normative support for biotechnological productions. General biotechnology. Co-requisites: Economics and organization of biotechnological productions (entrepreneurship and management).
Summary of the subject: The discipline involves a concise systematic presentation of fundamental marketing techniques, which are implemented through market research, enterprise opportunity analysis, development of marketing strategy and tactics, as well as familiarization with the laws of Ukraine and other regulatory documents regulating marketing activities. The lecture course information justifies the need for applying marketing, design, and technological techniques to create a competitive product and provides basic knowledge of product science to determine their consumer value and factors that ensure the consumer properties of goods. The course material consists of two substantive modules that explore fundamental concepts of marketing and product science, taking into account the specificity of the market for biotechnological products, including the market for pharmaceuticals and medical goods.
Опис: Marketing. Basic concepts. Functions and subjects of marketing. The objectives of marketing activity. Principals of marketing. Model of marketing. Marketing information system. Comprehensive market research. Marketing product policy. Marketing price policy. Marketing policy. Marketing policy of communication. Marketing management. Development of commodity. Assortment. Concepts and classification. Properties and an assortment of goods. Assortment management. Commodity classification of Goods. Coding. Bar coding of goods. Types and means of information on the product.
Assessment methods and criteria: The main methods of knowledge assessment include ongoing (OK) and semester control (SC), which is carried out based on the educational material whose scope is defined by the course syllabus for the semester. Ongoing control is conducted during lectures and practical classes to check the student's level of assimilation of theoretical and practical knowledge and skills. OK is performed in the form of completing and defending control work, completing individual assignments from the recommended topics list, and express quizzes during practical sessions. Semester assessment is conducted in the form of differentiated grading.
Критерії оцінювання результатів навчання: Individual assignment (oral presentation with slides) according to the list of recommended topics - 15 Control work - 20 Written-oral express control - 65
Recommended books: 1. Методичні рекомендації до практичних занять та самостійної роботи з навчальної дисципліни «Товарознавство» (для здобувачів першого (бакалаврського) рівня вищої освіти всіх форм навчання спеціальності 241 – Готельно-ресторанна справа) / Харків. нац. ун-т. міськ. госп-ва ім. О. М. Бекетова ; уклад. І. В. Сегеда. – Харків : ХНУМГ ім. О. М. Бекетова, 2023. – 62 с. 2. Маркетинг: теоретичні основи маркетингу : навчально-методичний комплекс [Електронний ресурс] : навч. посіб. для студентів спеціальності 075 «Маркетинг» / Зозульов О.В., Царьова Т.О.; КПІ ім. Ігоря Сікорського. – Київ : КПІ ім. Ігоря Сікорського, 2021. – 100 с. 3. Титаренко Л.Д. Теоритичні основи товарознавства: Навчальний посібник. - К.: Центр навчальної літератури, 2003. - 227 с. 4. Власова А.В. Основи товарознавства непродовольчих товарів: Навчальний посібник. - К.: Центр навчальної літератури, 2006. - 208 с. 5. Грисадов В.І., Оридорога Л.М., Винник О.В. Фармацевтичне і медичне товарознавство: Посіб. для студ. вищ. навч закл. - Х.: Вид-во НФАУ; Золоті сторінки, 2002. - 160 с. 6. Оснач О.Ф. Товарознавство: Навчальний посібник. - К.: Центр навчальної літератури, 2004. - 219 с.