Marketing

Description: The discipline should form students' understanding of the marketing system as a whole, including: the order of work in the market; market intelligence; environmental analysis, segmentation and positioning of goods, strategic planning, customer satisfaction, methods of work in the market and marketing plan.

Amount of credits: 3

Пререквизиты:

• Principles of Marketing

Course Workload:

Component: Component by selection

Cycle: Base disciplines

Goal

• Formation among students of professional competencies related to the successful management of strategic and tactical marketing decisions and the practical organization of the marketing function at enterprises in the B2B and B2C sphere

Objective

• Acquaintance with the methodology of organizing and conducting marketing analysis of the market 2. Acquaintance with the methodology of organizing and conducting data-oriented marketing campaigns 3. The acquisition of a practical student learning the study of the marketing environment and its components 4. Learning practical skills in developing a marketing strategy and pricing programs

Learning outcome: knowledge and understanding

• Technologies for organizing the research and analytical function of marketing in an organization 2. Features of existing tactical practices of the organization’s marketing program 3. Forms of building a map of business processes that affect the marketing decisions of the organization

Learning outcome: applying knowledge and understanding

• Self-development of the strategy and tactics of the marketing function in the enterprise 2. Organization and coordination of the marketing department at the enterprise 3. Development and adjustment of a system of indicators of the effectiveness of marketing specialists

Learning outcome: formation of judgments

• The feasibility of using various forms of marketing campaigns 2. The economic feasibility of the applied tactical decisions in the field of marketing communications

Learning outcome: communicative abilities

• The ability to engage in constructive dialogue and maintain contact 2. Tolerance to the manifestations of the external communication environment

Learning outcome: learning skills or learning abilities

• Ability to form your own opinion and opinion 2. Critical Thinking Ability

Teaching methods

Technology of problem and project-oriented training; technology research and development activities; communication technologies (discussion, press conference, brainstorming, educational debate and other active forms and methods)

Key reading

• Ким Ч., Моборн Р. Стратегия голубого океана. - М.: Издательство "МИФ", 2018. - 204с. 2. Scenarios: The Art of Strategic Conversation by Kees Van Der Heijden. John Wiley, Feb 2009 3. The Scenario Planning Handbook by Bill Ralston and Ian Wilson, Thomason, 2016 4. Learning from the Future : Competitive Foresight Scenarios by Liam Fahey (Editor), Robert M.Randall (Contributor). John Wiley, 2015 5. Issues Management: How You Can Plan, Organize and Manage for the Future by Joseph Coates. Lomond 2000 6. 20/20 Foresight: Crafting Strategy in an Uncertain World by Hugh Courtney. Harvard Business School Press, 2015 7. Третьяк П.В. Форсайт как технология активного предвидения, 2014 8. Адизес И.К. Развитие лидеров. - М.: Издательство "МИФ", 2018. - 100с. 9. Друкер П. Бизнес и инновации. – М.: Издательство "Питер", 2018. – 160 с. 10. Секерин В.Д. Маркетинг / Учебно-практическое пособие. – М.: ЗАО «Бизнес-школа Интел-Синтез», 2014. – 160 с. 11. Голубков Е.П. Маркетинговые исследования: теория, методология и практика. – М.: Издательство «Финпресс», 2015. – 416 с. 12. Гончарова Н.П., Перерва П.Г. и др. Маркетинг инновационного процесса: Учебное пособие. – К.: 2012. – 267 с.