Кафедра "Економічна кібернетика та маркетинговий менеджмент"

Постійне посилання колекціїhttps://repository.kpi.kharkov.ua/handle/KhPI-Press/2709

Увага! Від травня 2023 року колекція кафедри "Економічна кібернетика та маркетинговий менеджмент" не поповнюється.

На основі кафедр "Економічна кібернетика та маркетинговий менеджмент" та "Економіка та маркетинг" створено кафедру "Маркетинг" (НАКАЗ 552 ОД від 26.11.2021 року).

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Methodological instructions before writing a thesis
(Національний технічний університет "Харківський політехнічний інститут", 2024) Raiko, Diana; Shipulina, Yuliya; Kosenko, O.; Kitchenko, Olena
The accession of higher educational institutions of Ukraine to the European educational space based on the Bologna Declaration imposes on them fundamentally new requirements regarding the content of education, the organization of the educational process and independent work, in particular, the forms and methods of diagnosing the quality of education and professional training of specialists. One of the most important forms of monitoring the knowledge and skills of a future specialist is a final qualification paper (diploma thesis). The preparation and defense of a thesis at the second (master's) level of higher education is intended for the systematization and consolidation of the acquirer's professional knowledge and skills, as well as for the objective control of the level of his competences in solving typical tasks of organizational, managerial, research, executive and other types professional and social activities, which are defined by the educational and professional program "Marketing" of the second level of higher education in the specialty 075 "Marketing". Marketing is a branch of the company's activity, which is aimed at researching the needs of consumers and their satisfaction in the best ways compared to competitors. In the process of marketing activities, the enterprise uses a set of methods and tools, with the help of which it studies the market situation and influences the market. The effective functioning of the enterprise requires the correct selection, effective use of marketing methods and tools, assessment of the consequences of their application, which is possible if there is marketing management, its management. Thus, marketing activity should be considered as an inseparable unity of the implementation of marketing activities, marketing management and forecasting the effectiveness of its results. Therefore, applicants completing the cycle of training under the educational and professional training program of the second (master's) level of higher education in the specialty "Marketing" must not only know and be able to use marketing tools, but also possess marketing management tools, be able to justify the economic feasibility of marketing activities, which are offered. When completing the qualification work, the student must demonstrate theoretical knowledge and practical skills in identifying and solving relevant marketing management tasks for a certain organization (enterprises, institutions, etc.). These methodological guidelines determine the requirements for the content, execution process and procedure for the defense of the qualification work, as well as the criteria for its evaluation. At the same time, the organization of performance and protection of work must ensure the possibility of objectively and transparently establishing the compliance of the graduate's training with the requirements set forth by the field of his future professional activity.
Methodological recommendations for the organization and conduct of pre-diploma practice
(Національний технічний університет "Харківський політехнічний інститут", 2024) Raiko, Diana; Shipulina, Yuliya; Kosenko, O.; Kitchenko, Olena
Practice, being a component of the educational process, is carried out in order to ensure the practical use of the competences acquired by the student during the entire previous period of study, as well as the formation of professional skills in collecting materials for writing a diploma thesis and preparing the basis for independent professional activity. Intended for students of specialty 075 "Marketing" of all forms of education.
Methodological instructions for the performance of individual calculation tasks in the discipline "Relationship marketing"
(Національний технічний університет "Харківський політехнічний інститут", 2024) Raiko, Diana
Methodical guidelines for the implementation of individual calculation tasks in the discipline "Relationship Marketing". Educational and methodical support includes methodical advice for the implementation of an individual calculation task in the discipline: necessary explanations for the task; practical tasks for the development and approval of methodological provisions for modeling the budget of information interaction between enterprises, partners, consumers as part of the "consumer - enterprise - partner" system, which is the core of information interaction on the example of an enterprise - a practice base. Intended for applicants of specialty 075 "Marketing" of all forms of education.
Management of the innovative development potential of industrial enterprises in the digital economy
(Український державний хіміко-технологічний університет, 2022) Illiashenko, Sergii; Shypulina, Yuliia; Illiashenko, Nataliia; Raiko, Diana
The article considers the development of the approach to complex adaptive management of the potential for innovative development (PID) of the industrial enterprise in the conditions of the formation and development of the digital economy. The impact of information computer technologies of the fourth industrial revolution on each component subsystems (including their elements) of the PID of the industrial enterprise from the standpoint of ensuring its sustainable innovative growth are determined and systematized by the nature of action (favorable or unfavorable). Approaches to purposeful management of PID component subsystems of the industrial enterprise have been developed in order to update their condition in relation to external conditions and ensure favorable internal prerequisites for innovative development in the digital economy. Their application makes it possible to reasonably align the internal possibilities of innovative development of the industrial enterprise (its PID) with the external ones in the conditions of the digital economy. The enlarged scheme has been developed that reflects the sequence and content of the formalized procedures for managing the PID of the industrial enterprise in the context of its transition to the path of innovative development in the conditions of the digital economy. It can be used as a methodological basis for the implementation of the developed approaches in the practice of innovative activity of industrial enterprises. The presented developments collectively form the approach to complex adaptive management according to formalized PID procedures of the industrial enterprise, including its component subsystems-potentials and their elements, in the context of ensuring the compliance of internal and external conditions of innovative growth of the enterprise in the digital economy. The developed approach, in contrast to the existing ones, provides the adaptive management of all components (as well as their elements) of PID in a complex, which increases the degree of coherence and validity of the management of innovative development at industrial enterprises in the digital economy.
Approach to assessment of prerequisites for implementation of strategic directions of innovative development of industrial enterprises
(Технологічний центр, 2021) Illiashenko, Sergii; Illiashenko, Nataliia; Shypulina, Yuliia ; Raiko, Diana; Bozhkova, Viktoriia
The present research substantiates the theorical and methodological foundations of quantitative assessment of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises under conditions of changing technological arrangement and the fourth industrial revolution. External and internal prerequisites for catching-up, leading and outstripping innovative development were determined and systematized. The two-step approach to assessing the sufficiency of prerequisites for the implementation of these directions was developed. It was proposed to assess external prerequisites according to the relative values of the indicators of the Global Innovation Index of the analyzed country, which take into account the highest and the lowest estimates of all countries Unlike existing approaches, the point-based score, rather than rating estimates of the indicators of countries are taken into account, which increases the assessment objectivity. The compliance of quantitative estimates with the levels of sufficiency of external prerequisites was determined using the Harrington Verbal-Numerical scale. It was proposed to assess internal prerequisites according to the author’s method of expert evaluations, which unlike existing ones, allows assessing the level of sufficiency of subsystems of the potential of innovative development of an enterprise. The two-step approach allows quantitative and comprehensive assessment of sufficiency of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises. It is possible to identify problems of prerequisites’ sufficiency, which allows their reasonable correction. The sufficiency of prerequisites for alternative directions of innovative development of machine-building enterprises was evaluated using the new approach and the best directions were chosen. The analysis time was reduced by 25–33 %, the accuracy of choice of directions and the effectiveness of their implementation strategies are increasing. The new approach improves strategic management of innovative development of industrial enterprises in the context of technological transformations.
Managing costs of an industrial enterprise when using secondary resources
(Технологический центр, 2020) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Melnikov, O.; Kharchenko, A.
Cost price reduction is one of the ways to improve the competitiveness of products. It is possible by establishing the set of factors affecting the production costs at an industrial enterprise and building on this basis a mathematical model of in-house cost management. The study objective was to develop and substantiate an economic-and-mathematical model of management to minimize the enterprise costs taking into account the utilization of secondary resources obtained in the production of basic products. The model consists of two stages. At the first stage, full costs of production of basic and additional products are determined. The peculiarity of this production implies the generation of significant amounts of secondary resources that have both independent value and opportunities for their use in the main technological process. This leads to complex material flows within the production process, which were accounted for in the study with the help of an adapted “cost-output” balance model. A plant can function with the use of a variety of raw materials which differ in both prices and rates of the output of basic products and secondary resources. This brings about the problem of finding an optimal combination of input resources to minimize costs or maximize profits. The problem is solved in the second stage. It is formalized as a linear programming problem. It features the provision of the ability to establish indicative plans of production of both main products and by-products. The model was tested on the example of coke-chemical plants producing coke of KDM-2 grade with 6 % humidity content and KDM-1 grade coke of improved quality as the main products. Coke oven gas, coke fines, beans, and sludge are produced as by-products. After purifying the coke oven gas, it is further used in the production of heat and electricity, compressed air, and a fuel for coke ovens. Thus, the produced fuel and energy, utilizable material resources, and circulating water supply are secondary resources. A certain portion of by-products is sold to third parties. When applied, the model will make it possible to improve the efficiency of cost management at enterprises.
Evaluation of quality level in managing the development of industrial enterprises
(Технологический центр, 2019) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Fedorenko, I.; Shypulina, Yuliia
The research focuses on the substantiation of theoretical aspects and practical support for assessing the quality level of managing enterprises development taking into account the influence of the external and internal environment. The conceptual apparatus for estimation of quality development of enterprise management was refined, which makes it possible to determine reasonably the level of management according to the generally known elements (economic, social and ecological) that are proposed to be supplemented with an energy component. A new conceptual approach to the procedure of evaluation of the quality of development management by levels, the stages of which are proposed to expand by: the formation of the database by levels of management (state, regional), choice and evaluation of indicators by components of development and spheres of activity, development of the tools for management improvement. The integrated indicator has been proposed, which differs from the existing ones by the fact that it estimates the quality of development management, rather than the development level. In contrast to the previously proposed ones, the integrated indicator takes into account the influence of external environment by the components of development and of the internal environment – by the areas of activity for each component. That is why it has practical significance, since it allows performing monitoring and detecting the negative influence of management on the enterprise development. Taking coke plants as an example, the structures of the indicators that characterize the management quality were determined. A large number of indicators were reduced by the method of expert assessments, which increases the validity of the choice. Indicator estimates were constructed solely based on relative indicators (indices), which improves consistency. Using the integrated method, the estimation of the indicators by individual components and on the whole was performed. The scale for evaluation of the quality level of enterprise development management was constructed using the Harrington function. The new approach to assessing the quality of the enterprise development management and a complex of mathematical support will lead to the uniform economic, social, environmental and energy development of enterprises.
Creation of the image and brand of the enterprise on the basis of marketing as a philosophy of management
(Baltija Publishing, 2019) Raiko, Diana; Cherepanova, V. O.
The modern development of an enterprise is possible only on the basis of marketing since the enterprise is effective only in case of its usefulness for consumers, the relation with which is one of the main marketing functions, i.e., marketing is a philosophy of management. The purpose of the paper is to study the theoretical background and practice of interaction of image and brand of an enterprise on the basis of marketing as a philosophy of management. Methodology. Approbation of the results is presented on the example of business projects for 2017 and 2018 of enterprises with different business scales in Kharkiv and Kharkiv region of Ukraine: small – the Centre for Child Development “Cute Kids”, medium – Association of Confectionery Enterprises “Solodkyi Svit” (“Sweet World”), large – Turboatom JSC, by means of research methods: theoretical generalization, system approach, expert estimation method. Results. The work results are the development of methodological approach to evaluating the effectiveness of the marketing department in the process of business management at the enterprise, taking into account the enterprise value and brand value for large industrial enterprises, the peculiarity of which is the ability to investigate the relationship between the effectiveness of the development of the marketing department (organizational and managerial aspect) and the performance of its divisions (economic aspect) and take into account the identified causal relationships in the process of enterprise activity. The system for evaluating the performance of the marketing department, taking into account enterprise value and brand value, involves two levels of assessment: the first one allows determining its performance in general, that is, the effectiveness of its development, the second one takes into account the specifics of divisions of this department of the enterprise and allows determining their performance according to individual results, that is, the effectiveness of divisions, which is reflected in the basic social and economic performance indicators of the enterprise. The effectiveness of the development of the marketing department is evaluated using the following indicators: development trend ratio, marketing efficiency ratio, management process productivity ratio, division productivity ratio, and executive efficiency ratio. The calculation is based on individual indicators: an integral indicator of the effectiveness of the development of the marketing department, which is calculated by the normalized part of the indicators for additive convolution, taking into account their ratios of significance, and by performance indicators of marketing research division (sales volume, market share, building market strength), the work of the business development division is evaluated using indicators (“corporate image”, “enterprise competitiveness”, “profit”, “consumer readiness”, “partner’s business attractiveness”), communication division (trade turnover, information base update, development of partner relations, brand value), which are interrelated, interdependent, reveal the essence of determining the performance of the marketing department at different angles, allow justifying the adjustment of certain aspects of marketing development at the enterprise, and are calculated as arithmetic mean values of performance indicators of the divisions. Conclusions. Practical approbation of the proposed approach is presented on the example of large industrial enterprise named Turboatom JSC and confirms the practical value of the worked out approach to evaluating the performance of the marketing department in the process of managing the activities of an industrial enterprise, taking into account enterprise value and brand value.
Methodological provisions for conducting empirical research of the availability and implementation of the consumers’ socially responsible intentions
(Сумський державний університет, 2018) Potrashkova, Lyudmyla; Raiko, Diana; Tseitlin, Leonid; Savchenko, Olga; Nagy, Szabolcs
Social responsibility of consumers is one of the main conditions for the recoupment of enterprises’ expenses associated with the implementation of social and ethical marketing tasks. Therefore, the enterprises, which plan to act on terms of social and ethical marketing, should monitor the social responsibility of consumers in the relevant markets. At the same time, special attention should be paid to the analysis of factors that prevent consumers from implementing their socially responsible intentions in the regions with a low level of social activity of consumers. The purpose of the article is to develop methodological guidelines that determine the tasks and directions of conducting empirical studies aimed at assessing the gap between the socially responsible intentions of consumers and the actual implementation of these intentions, as well as to identify the causes of this gap. An empirical survey of the sampled consumers in Kharkiv was carried out in terms of the proposed methodological provisions. It revealed a rather high level of respondents' willingness to support socially responsible enterprises and a rather low level of implementation of these intentions due to the lack of consumers’ awareness. To test the proposed methodological guidelines, an empirical study of the consumers’ social responsibility was conducted in 2017 on a sample of students and professors of the Semen Kuznets Kharkiv National University of Economics (120 people). Questioning of the respondents was carried out using the Google Forms. The finding allowed to make conclusion for existence of a high level of respondents' willingness to support socially responsible and socially active enterprises. However, the study also revealed the existence of a significant gap between the intentions and actions of consumers, caused by the lack of awareness. The authors allocated the prospects of socially responsible business development in the region, provided the active measures were taken by business and authorities to inform the consumers about the social responsibility and social activity of producers.