Кафедра "Облік і фінанси"

Постійне посилання колекціїhttps://repository.kpi.kharkov.ua/handle/KhPI-Press/1125

Офіційний сайт кафедри http://web.kpi.kharkov.ua/acctfin/main

Кафедра "Облік і фінанси" створена в 2021 році на основі кафедр "Бізнес-аналітика, облік і готельно-ресторанна справа" та "Міжнародний бізнес і фінанси" (НАКАЗ 552 ОД від 26.11.2021 року).

Кафедра "Бізнес-аналітика, облік і готельно-ресторанна справа" носила цю назву від червня 2021 року, попередня назва – "Економічний аналіз та облік". Кафедра "Міжнародний бізнес та фінанси заснована в 1996 році.

Кафедра входить до складу Навчально-наукового інституту економіки, менеджменту і міжнародного бізнесу Національного технічного університету "Харківський політехнічний інститут".

У складі науково-педагогічного колективу кафедри працюють: 5 докторів економічних наук, 17 кандидатів наук: 15 –економічних, 2 – технічних; 4 співробітника мають звання професора, 11 – доцента.

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Financial justification for the use of innovative digital marketing tools
(Sumy State University, 2024) Tataryntseva (Kurbatova), Yuliia; Manoylenko, Oleksandr; Shmatko, Nataliia
This article presents a comprehensive study aimed at analysing the impact of innovative digital marketing tools on the promotion of dairy products. This study is relevant because of the rapid dynamics of the digital environment and the need for enterprises to adapt to new marketing trends. The article investigates the feasibility of using innovative digital marketing tools in accordance with the segments of the target audience on the basis of the definition of their values. The main problem is the lack of scientific justification for the choice of innovative digital marketing tools for potential audiences, as well as the analysis of the feasibility of digital marketing costs. The hypothesis of the study is that, on the basis of the analysis of the values of consumer groups, as well as the analysis of the feasibility of marketing costs, it is possible to select the most relevant innovative digital marketing tools. The main purpose of the study is to justify the use of innovative digital marketing tools on the basis of consumer values, as well as to justify the feasibility of digital marketing costs on the basis of the analysis of financial statements. The methodology included cluster analysis of the target audience and analysis of financial ratios. One of the key stages of the study was the cluster analysis of the target audience, which allowed us to identify different consumer segments with different needs and values. Three clusters of consumer audiences in the dairy industry were identified, the corresponding values of customers in the clusters were substantiated, and recommendations for identifying innovative digital marketing tools were proposed, taking into account the feasibility of the marketing costs of the enterprise. The key coefficients for making informed management decisions on the feasibility of digital marketing costs are allocated. By analysing these coefficients, an enterprise can assess its financial capabilities and make a decision on how to invest in innovative digital marketing tools. This allows enterprises to make informed decisions about investing in digital marketing, minimizing financial risk and increasing the chances of successful implementation of marketing strategies. This study significantly adds to the body of knowledge in the field of digital marketing by offering a scientifically based approach to the selection of innovative marketing tools on the basis of the analysis of consumer value and the financial feasibility of costs. The practical application of the research results lies in the ability of dairy enterprises to promote their products online on the basis of a thorough selection of innovative digital marketing tools, reducing financial risk. This creates a basis for further research in the field of digital marketing, particularly in the context of the integration of innovative digital marketing tools and their impact on consumer behaviour.
Social entrepreneurship as an object of state regulation
(Global Scientific Trends, 2023) Osypova, Svitlana; Tataryntseva (Kurbatova), Yuliia
Social entrepreneurship as an object of state regulation is researched in the article. In particular, the features of formation and stages of development of social entrepreneurship are investigated. The views of foreign authors on the definition of social entrepreneurship are analysed. Also, the content of definitions of social entrepreneurship of domestic scientists is investigated.
Assessment of investment attractiveness and creditworthiness of business entities
(Київський національний економічний університет імені Вадима Гетьмана, 2023) Caiduo, Yi; Long, Cheng; Osypova, Victoriia; Shirshova, Yana; Tataryntseva (Kurbatova), Yuliia
Innovative technologies impression management in digital marketing
(2023) Tataryntseva (Kurbatova), Yuliia; Pushkar, Oleksandr
The development and implementation of marketing innovations in market conditions is the only way to increase competitiveness and support high rates of development of organizations and their brands. Marketing innovations are aimed at more fully meeting the needs of consumers, opening new sales markets in order to increase sales, which is the key to the successful development of the organization. The role of the sociopsychological component in the process of managing digital marketing in the impression economy is growing. Therefore, in order to ensure the integrity and adequacy of the user’s perception of a multimedia product, recommendations for digital marketing management should combine a description of both the production-technological and sociopsychological components.
Socially Responsible Digital Marketing in the Experience Economy
(Nicolaus Copernicus University, Poland, 2020) Pushkar, Oleksandr; Tataryntseva (Kurbatova), Yuliia; Druhova, Olena
The novelty of the conducted research lies in the application of the deduction method when analyzing the content of an enterprise in order to enhance social responsibility. First, all digital content is analyzed by SWOT analysis, and then each individual existing or newly created content is analyzed using a filter system in modified content analysis.