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.
Marketing in the process of advanced development managing
(WSEH, 2020) Illiashenko, Nataliia; Shypulina, Yuliia
Options of satisfacing consumers' needs on the basis of innovative marketing
(WSEH, 2021) Illiashenko, Nataliia; Shypulina, Yuliia
Use of digital technologies in marketing
(2023) Raiko, Diana; Salionovych, L. M.
Наукові конференції як різновид ділового туризму: маркетинговий аспект
(2019) Ілляшенко, Сергій Миколайович; Ілляшенко, Наталія Сергіївна
Викладено результати узагальнення 11-річного досвіду авторів і їх колег у проведенні науково-практичних конференцій "Маркетинг інновацій і інновації в маркетингу". Виділено основні фактори, що сприяють розвитку ділового туризму у регіоні.
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.
Актуалізація змісту дисципліни "Вступ до спеціальності" у підготовці бакалаврів з маркетингу
(Переяслав-Хмельницкий государственный педагогический университет им. Григория Сковороды, 2017) Конохова, Зоя Петрівна
У статті розглядаються особливості викладення дисципліни "Вступ до спеціальності" студентам, які навчаються за спеціальністю "маркетинг". Наголошується на необхідності розгляду ринку як механізму взаємодії економічних суб'єктів, функціонування якого породжує специфічні потоки інформації. Пропонується спрямувати навчальний процес на формування більш широких компетентностей маркетологів у сфері інформаційних технологій. У майбутній професійній діяльності це забезпечить їм можливість ефективно обробляти великі масиви інформації, використовувати можливості сучасних комунікаційних систем.
Формування маркетингових підрозділів на підприємствах Харківського регіону
(Київський національний економічний університет ім. Вадима Гетьмана, 2013) Райко, Діана Валеріївна
У статті розглянуто ситуацію формування маркетингових підрозділів на підприємствах Харківського регіону, розвиток їх структури, проаналізовано підходи до формування кадрового складу маркетингових підрозділів та динаміку їх розвитку, визначені тенденції щодо подальших напрямків вдосконалення маркетингу та виявлені ніші для перспективного розвитку маркетингу у Харківському регіоні.