Information Marketing and Management

Major: Information Control Systems and Technologies
Code of subject: 7.122.01.O.007
Credits: 3.00
Department: Automated Control Systems
Lecturer: PhD, Associate professor Anatoliy Batyuk
Semester: 1 семестр
Mode of study: денна
Мета вивчення дисципліни: The purpose of studying the discipline is to train specialists in the field of management at all stages of the enterprise's life cycle, covering all actions and operations related to information in all its forms and states, as well as to the enterprise as a whole based on this information.
Завдання: The study of an academic discipline involves the formation and development of students' competencies: The ability to solve applied problems and specialized tasks in the course of training or during professional activity in the field of computer sciences and information technologies, information management systems and technologies, which involves the use of methods and means of modern information technologies and is characterized by the complexity and uncertainty of conditions. General competences: 3. The ability to produce new ideas, to show creativity, the ability to system thinking; 6. The ability to be critical and self-critical in order to understand factors that have a positive or negative impact on communication, and the ability to identify and take into account these factors in specific communication situations; 9. The ability to work independently and in a team, the ability to communicate with colleagues on matters of the industry regarding scientific achievements, both at the general level and at the level of specialists; 11. Ability to work in an international context; 12. The ability to think abstractly, the ability to analyze and synthesize, which allows you to formulate conclusions for various types of complex management tasks, plan, analyze, control and evaluate one's own work and the work of others; 13. Entrepreneurial spirit, initiative; 15. The ability to motivate the team and move together towards common goals; professional specialties: 7. The ability to understand and take into account social, ecological, ethical, economic aspects that influence the formation of current and perspective decisions; 8. The ability to formulate rational and cost- and time-effective solutions using methods and means of information technologies in the design of information systems;. professional specializations: The ability to analyze the current state of use of modern information technologies and information management systems of enterprises and institutions, and to choose and justify ways of their effective and optimal development; The ability to effectively use tools and technologies of modern management in the management of enterprises and institutions and their functioning; Ability to create information management systems and technologies taking into account all aspects of the task, including creation, promotion, implementation and improvement. The ability to communicate with colleagues from this field about scientific achievements at the specialist level and with colleagues from other fields at the general level, the ability to make oral and written reports, discuss scientific topics in native and English languages; Ability to conclude agreements with partners and ensure their implementation on the basis of existing requirements of international and national contract law.
Learning outcomes: Knowledge of the concept and basic approaches to the management of a company in free market conditions focused on making profit by maximizing customer satisfaction; Ability to identify the four steps of customer development process (Customer Discovery, Customer Validation, Customer Creation, Company Building) during the early stages of a startup.
Required prior and related subjects: Prerequisite: • System analysis Сo-requisite: • Problem-oriented and embedded computer systems
Summary of the subject: Philosophy of Customer Discovery (Build a product for the few, not for the most. Early evangelists are the most important customers. Have a vision). Philosophy of Customer Validation (sales process validation. Team for customer verification. Start selling to early evangelists, not to mass market.). Philosophy of Customer Creation (Customer Creation vs. marketing communications. Market typology: four types of startups. Customer Creation strategies per market type. Customer Creation timelines.). Philosophy of Company Building (Create a mass market based on early evangelists. Create a company structure, setup proper management, create a company culture to be ready for scaling. Create rapid response departments to keep up the innovative spirit present in the company at the current stage).
Опис: 1.1 The essence of information marketing and management. 1.2 Product Development Model. Consumer Development Model. 2. Step 1 – Identification of consumers: F0, F1, F2 Objective of phase 0: Confirm the involvement of all participants. Objective of phase 1: Formulation of hypotheses. The goal of phase 2: Testing and clarification of hypotheses. 3. Step 1 – Identification of consumers: F3, F4 The goal of phase 3: Testing and improving the product. Objective of phase 4: Verification. 4. Step 2 – Confirmation of consumers: F1, F2, F3, F4 Customer Validation Philosophy (Sales Process Validation. Customer Verification Team. Start selling to early evangelists, not the mass consumer). Overview of the consumer verification process. 5. Step 3 – Creation of customers (Expansion of the customer base): Ф1 Phase 1 Objective: Prepare for launch. Make a questionnaire about the type of market. Get ready to sell: Choose a market type. Choose a first year assignment. 6. Step 3 – Creation of customers (Expansion of the client base): F2, F3, F4 Objective of phase 2: Position the company and the product. Phase 3 Goal: Launch the company and the product. Phase 4 Goal: Create Demand. 7. Step 4 – Building the company F1, F2 The goal of phase 1: Access to mass consumers. Phase 2 Objective: Assess leaders and build a mission-oriented organization. 8. Step 4 – Building the company F3, F4 Phase 3 goal: Transformation of the customer development team into functional divisions of the company. Objective of phase 4: Creation of rapid response departments.
Assessment methods and criteria: Assessment, current control, laboratory work reports
Критерії оцінювання результатів навчання: Interim checks (40%): lab work, oral examination Final control (60%, graded control work)
Recommended books: Стивен Г. Бланк Четыре шага к озарению: К.: ООО «Издательство «Простобук», 2011 – 271 с. Єжова Л. Ф. Є-40 Інформаційний маркетинг: Навч. посібник. — К.: КНЕУ, 2002. — 560 с. Матвієнко О.В. Основи інформаційного менеджменту: Навч.посібник.-К.:Центр навчальної літератури, 2004.-128 с.