Кафедра "Маркетинг"

Постійне посилання колекціїhttps://repository.kpi.kharkov.ua/handle/KhPI-Press/65016

Офіційний сайт кафедри http://web.kpi.kharkov.ua/marketing

Кафедр "Маркетинг" створена на основі кафедр "Економіка і маркетинг" (https://repository.kpi.kharkov.ua/handle/KhPI-Press/3992) та "Економічна кібернетика та маркетинговий менеджмент" (https://repository.kpi.kharkov.ua/handle/KhPI-Press/2709) (НАКАЗ 552 ОД від 26.11.2021 року).

Кафедра входить до складу Навчально-наукового інституту економіки, менеджменту і міжнародного бізнесу Національного технічного університету "Харківський політехнічний інститут". Маркетинг в НТУ "ХПІ" – це понад 25 років підготовки висококласних фахівців-маркетологів для усіх галузей економіки та сфер діяльності.

У складі науково-педагогічного колективу кафедри працюють: 5 докторів економічних наук, 13 кандидатів наук: 11 – економічних, 2 – технічних; 5 співробітників мають звання професора, 13 – доцента.

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Advertising on the Internet: features, advantages and disadvantages
(Національний технічний університет "Харківський політехнічний інститут", 2023) Zatynaichenko, А. V.; Kitchenko, Olena
Applications of artificial intelligence in business
(Національний технічний університет "Харківський політехнічний інститут", 2023-05-17) Tkach, Liliia; Havrys, Olha
The main goal of enterprises is to increase competitiveness and profitability, therefore they constantly strive to improve the operation of business processes, actively using the latest work methods and introducing modern technologies. One such tool is artificial intelligence, the use of which helps to work with huge databases, automate processes and increase the efficiency and quality of the work performed.
Automation of marketing activities of the enterprise
(2023) Drepin, Ivan; Raiko, Diana
Benefits and challenges of implementing quality management system in a small IT company
(Національний технічний університет "Харківський політехнічний інститут", 2023-11) Zenkov, Vitalii O.; Nashchekina, O. N.
Communication Strategies of Brand Management and Online Marketing of Digital Products
(2023) Fayvishenko, Diana; Mitchuk, Olha; Lorvi, Iryna; Konopliannykova, Marianna; Chernobrovkina, Svitlana; Sytnyk, Oleksii
The peculiarities of the communication strategy of brand management and Internet marketing of digital products play a key role in the commercial activities of the enterprise and its positioning in the information environment. The modern practice of using digital technologies in marketing is key to improving the competitive activity of an enterprise, covering the market, and forming its customer base of consumers. The article aims to conduct a study on the implementation of communication strategies for brand management and Internet marketing of digital products in a dynamic market and rapid development of information technologies. The research is concerned with the qualitative allocation of financial resources and the search for optimal means of implementing digital tools for commercial activities. The article examines the peculiarities of the theoretical concept of the communication strategy of brand management and Internet marketing, dividing it into its key stages and stages of implementation. An important direction in the study is the analysis of theoretical provisions of brand management, control of brand development practice, its formation, and promotion of the perception of the enterprise’s image in the information environment. Due attention is paid to the issue of using appropriate means of modern marketing policy for enterprises and businesses engaged in the sale of digital products. The practice of using creative approaches in marketing activities and the use of non-standard means of organizing marketing activities is studied. The obtained results of the study can be used to improve the quality of implementation of the communication strategy of brand management and Internet marketing of digital products in the context of the rapid development of information technologies.
Communications and negotiations
(Національний технічний університет "Харківський політехнічний інститут", 2024) Chernobrovkina, S. V.
Communication is the basis of interaction between people in all areas of life, from personal relationships to business. In today's rapidly changing world, effective communication skills are not just a valuable skill, but a critical competency. The modern world requires from an individual not only professional knowledge and skills, but also the ability to effectively communicate , negotiate, overcome conflicts and build productive relationships with others. The discipline "Communications and negotiations" is aimed at studying the key aspects of interpersonal and group communication, the basics of verbal and non-verbal means of information transmission, as well as at mastering the methods and techniques of effective negotiations. This lecture note is designed to provide students with basic theoretical knowledge in the field of business communications and negotiation strategies. Applicants will learn about the basics of the communication process, including its structure, functions, and main stages. Particular attention will be paid to the analysis of communication barriers, the basics of verbal and nonverbal communication, as well as the peculiarities of conducting negotiations in a business environment. In addition, in the process of studying the discipline, students will be able to understand the main causes of conflicts in the process of communication, learn about modern theories and methods of solving them. An important component of the course is also consideration of manipulative techniques in communication and methods of their detection and countermeasures.
Comparison of capabilities of ChatGPT and Bard AI systems for perform marketing researches
(Національний технічний університет "Харківський політехнічний інститут", 2023) Shipulina, Y. S.; Hlavchev, D. M.
Defining a selection procedure of CRM systems for the information-analytical support to the marketing activities at an enterprise
(РС Tесhnology сеntеr, 2024) Raiko, Diana; Shypulina, Yuliia; Potrashkova, Liudmyla; Illiashenko, Nataliia; Bozhkova, Viktoriia; Konokhova, Zoia; Miroshnуk, Mariіa; Nagy, Szabolcs; Illiashenko, Sergii; Abdunurova, Assem
The object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company’s potential in creating mutual value for the seller and the client when implementing relationship marketing technologies. It is shown that the information and analytical support of the enterprise’s marketing activity can be presented as a tool of the enterprise’s activity, functioning as an element of the enterprise’s management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company.The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system’s application. Calculated data are provided for support, which showed that the productivity of the administrator’s work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional work
Development of a system of motivation for employees of the marketing department of the enterprise for product promotion using tools of informational interaction of virtual space
(PC Тесhnology сеntеr, 2023) Raiko, Diana; Shypulina, Yuliia; Vasyltsova, Svitlana; Oborina, Anastasiia; Fedorenko, Irina
The work considers the problem of developing an approach to increase the motivation of employees of the company's marketing department to promote products (websites) to partners and consumers in the virtual space by using marketing tools of information interaction. Approaches to improving the enterprise management system and increasing its business activity were proposed. The first one is for the formation of well-founded proposals for the development of a system of motivation for marketers in the promotion of products according to the point evaluation system on a certain number of sites where information about the company's activities is posted. The second is to develop recommendations for product promotion by marketers in the virtual space to increase the business activity of the enterprise. Methodical recommendations were proposed, in contrast to the existing approaches, based on the implementation of the motivation system of marketers (link builders and attrichers). Characteristic differences are the substantiation of the employees' motivation to promote the company's products (websites) and the improvement of the structure of the outriggers department. This is due to the introduction of a system of subgroups managed by outriggers under the chairmanship of a team leader. The features that made it possible to solve the mentioned problem are that according to the results of the work of each subgroup, all participants can receive bonuses, motivating each other to work more fruitfully. It was determined that such a system, using the example of outriggers, is the most successful for the sustainable development of the site. The motivation system is used in practice and consists in dividing all the indicators of the site and assigning them the corresponding points, according to the most important criteria. The results are explained by the fact that the better the site's indicators, the higher the score will be given, the higher the bonus will be for the fulfillment or over-fulfillment of the plan by the outreachers. On the other hand, the site will receive better and more diverse links, which is also an important factor for search engines.
Digital content marketing in brand management of small business enterprises, trading companies and territorial marketing
(ASERS Publishing, Romania, 2024) Ustik, Tetiana; Dubovyk, Tetiana; Lagodiienko, Volodymyr; Chernobrovkina, Svitlana; Vlasenko, Yurii; Shmatok, Maksym
Purpose: The research aims at a practical evaluation of the influence of digital content marketing in the system of brand management on the examples of small businesses, trading companies and territorial marketing. Methodology: To achieve the aim, the See-Think-Do-Care strategy was used, and a matrix of correlation of digital content and the object of realisation of digital content marketing in brand management was developed. Mathematical methods such as correlation analysis and regression analysis were used as well. Findings: The results of the study demonstrated that the type of digital content management is affected by the size and activity kind of the company, enterprise or organisation, which proves the necessity for diverse digital content. Correlation analysis enabled the proof of a tight correlation (0,98) between digital content marketing and brand management. A parameter indicating the influence of digital content marketing, was found to be expenses for digital content marketing. The parameter, illustrating the efficiency of brand management for small businesses and trading companies was determined to be average annual income, and for territorial marketing - number of tourists per year. Three types of models were built to determine the quantitative influence of digital marketing on brand management. The results of Model 1 have the most significant effect as the influence of digital content marketing on income increase, and thus, brand development amounts to from 8324 USD to 13571 USD. While talking about Model 2, income increase fluctuates from 3030 USD to 3600 USD per year. Evaluation results on Model 3 illustrate the insignificant influence of digital content marketing on income and brand management. Originality: In further studies, it is proposed to divide small businesses based on activity kinds and study digital content marketing in brand management depending on activity kinds.
Digital marketing tools for the integration of people with disabilities into economic activity
(Mezinárodní Ekonomický Institut, 2024) Paimash, Hanna
Current research shows a growing interest among marketers in the issue of disability. Increased attention to inclusion in marketing over the past decades is due to changes and developments in the concept of inclusion, the nature and scope of research related to it, as well as the methods and approaches adopted, and changes in the attitude of public policy towards people with disabilities. With this in mind, both public policy and marketing professionals began to look for ways to ensure the participation of people with disabilities in the social system. Inclusive marketing began to point to the need to provide people with disabilities with the same rights as everyone else, including the right to access the market and other services, not just medical ones. Inequalities in access to education, healthcare, employment and other resources can lead to social and economic exclusion of certain groups of people. There is a need to create a barrier-free educational space that takes into account the peculiarities of building relationships with people with special needs. This will help to eliminate barriers, both physical and moral and psychological, prejudice and unfounded conclusions of socially successful people, economic, professional, social, pedagogical, etc. The current academic literature on this sub-topic emphasizes a certain overlap between different categories of barriers based on the social model of disability, as physical barriers that create accessibility problems are often exacerbated by information barriers. The issue of access to information is linked to the development of technology, which is even more important in light of the ubiquity of the Internet in people's lives. The article points out that due to the growing proliferation of technology, scholars have begun to draw attention to the design and implementation of digital systems and communications that meet the needs of all users. People with disabilities can use technology to access online content and services, and virtual communities of people with disabilities and digital communication channels can be used to help peers and share their life experiences. There is great hope for artificial intelligence to provide solutions that can make life easier for people with disabilities. Thus, inclusive digital marketing tools can help to promote the integration of people with disabilities into economic activity. The focus of inclusive marketing has gradually shifted from public policy and welfare to socially transformative innovations that guarantee more systemic change and active participation of people with disabilities in society.
Digital marketing transformation in the era of digitization: from traditional methods to innovative practices
(Видавничий дім "Інтернаука", 2024) Chernobrovkina, Svitlana; Chernobrovkin, Andrii
The article explores the digital transformation ofmarketing. It shows it as an ongoing process of adapting marketing strategies to rapidly evolving technological innovations and changes in consumer preferences. It lists the development stages ofdigital marketing based on technological progress and shifts in consumer behavior. The transition from traditional to digital marketing approaches is detailed, emphasizing the importance of integrating new technologies such as artificial intelligence, big data analytics, mobile marketing, and social media to foster effective consumer interaction. An analysis ofkey shifts in digital marketing tools, including email, SEO, contextual advertising, social media marketing, mobile marketing, video marketing, influencer marketing, content marketing, chatbots, voice search, automated advertising, artificial intelligence, and machine learning, as well as big data utilization, is provided. A unified strategy for the integration ofdigital marketing tools has been developed, allowing companies to adapt to unpredictable changes in the digital landscape and ensure sustained consumer engagement. It stressed that digital marketing success depends on companies' abilities to swiftly respond to digital trends, incorporate the latest technologies into marketing campaigns, and generate meaningful value for consumers in the digital realm. It is noted that effective digital transformation requires marketers to have not just technical knowledge but also a profound understanding of evolving consumer preferences and behaviors, along with the capability to foresee future trends and tailor marketing strategies accordingly. The digital transformation of marketing not only increases the effectiveness of marketing campaigns but also enhances the overall market competitiveness ofcompanies.
Digitalization as a direction of innovative development of Ukrainian universities in the conditions of technological transformations
(Український державний хіміко-технологічний університет, 2023) Illiashenko, Sergii; Shypulina, Yuliia; Illiashenko, Nataliia; Golysheva, Ievgeniia
The article is devoted to determining the prospects of digitalization as a direction of innovative development of Ukrainian universities in the conditions of technological transformations to solve the problems caused by them in the market of scientific and educational services, as well as to develop on this basis, an approach to the justification of relevant, innovative projects. The motivational reasons for the digitalization of the university as a way of its response to technological transformations are outlined and systematized according to the areas of activity. The prerequisites and specifics of the accelerated digitization of Ukrainian universities in the conditions of quarantine restrictions of COVID-19 and war and post-war recovery are determined. An analysis of the practice of using digital technologies in the educational process of some departments of universities in the North-East of Ukraine, operating in the front-line zone, was carried out. The authors clarified the digital structure of the university and the scheme of interaction of its subsystems in the digital economy in the conditions of technological transformations. In particular, in terms of determining the characteristics of external and internal channels of information and knowledge, the interaction initiates innovative changes in the university's activities through digitalization. An approach to the analysis and substantiation of the expediency of the implementation of innovative development projects of the university has been developed depending on the level of its readiness for digitalization. The authors formed a system of indicators for its evaluation, by analogy with the Network Readiness Index, which characterizes various aspects of the university's digital readiness to implement innovative development projects. In particular: technological, human, and managerial aspects of digital readiness, as well as its expected effectiveness (usefulness). The obtained results develop the principles of innovation management in the field of higher education, in terms of the development and justification of the approach to the management of digitalization of the university, as a prerequisite for its innovative development in the conditions of technological transformations and the formation of the digital economy.
E-mail маркетинг як інструмент digital стратегії
(Національний технічний університет "Харківський політехнічний інститут", 2023) Кітченко, Олена Миколаївна
Economic aspects of enterprise information security
(Національний технічний університет "Харківський політехнічний інститут", 2023-05-17) Havrys, Olha O.; Pikalova, Yuliia Y.
Masses of information contain personal, corporate and confidential information, so theft can lead to catastrophic consequences for an enterprise, both financially and in reputational terms. In addition to storage, modern archives allow timely reporting and analysis of their contents, and database hacking can be carried out both for information corruption and unauthorized access. Both aspects are extremely undesirable and cause a number of consequences. Information leakage is considered one of the main threats to the stability and competitiveness of the enterprise. In order to promptly take measures that reduce the level of risk, that is, the possibility of data loss or damage, it is necessary to study current threats, analyze the feasibility of countermeasures, and take a comprehensive approach to cyber protection of data warehouses.
Economic evaluation of low-voltage devices
(Національний технічний університет "Харківський політехнічний інститут", 2023-08-25) Havrys, Oleksandr M.; Havrys, Olha O.
Modern electrical products represent an extremely powerful industry and a dynamically developing market. Currently, there is a positive trend in the market, in particular for low-voltage devices, so an important aspect is to conduct a correct economic assessment of the efficiency of low-voltage devices. Literary sources are analyzed and it is revealed that, despite the significant amount of scientific research and publications, in scientific workson economic design, insufficient attention is paid to the study of real conditions and operating modes of products. Related works focus on developing numerical methods for solving the problem, and the usage conditions are usually taken as given. Data are presented on the actual use of the main parameters of automatic and push-button switches in the main conditions and modes of their use on the equipment of machine-building enterprises. Similar data were also obtained in metallurgy. In addition, a more in-depth study is required of the practical use of the main indicators of purpose and reliability, analysis of operating costs in specific conditions of use and features of economic assessment. The purpose of the study is to analyze issues of improving methods for economic evaluation of one of the most common types of electrical products -low voltage devices. Studies have been carried out on the actual use of indicators of purpose and durability, operating costs for scheduled and unscheduled repairs in real modes and operating conditions, losses due to failures. Improved indicators and criteria for economic evaluation are proposed. The possibilities of using both traditional economic assessment based on reduced costs, as well as economic assessment and criteria for choosing rational levels based on indicators more often used in modern conditions, including NPV, PI, IRR, PP, are considered. When solving the problem of economic justification for choosing a rational number of versions of devices, several main stages are identified. Among them is the choice of economic indicator and criterion.
Effectiveness of using a trademark in the marketing environment
(Юрсервіс, 2023) Kosenko, O. P.; Pererva, P. G.
Evaluation of the effectiveness of event marketing
(WSEH, 2023) Tkachоva, N. P.
Evaluation of the effectiveness of marketing innovations
(2023) Tkachova, N. P.; Pererva, P. G.
The versatility and variability of various methodological approaches to the assessment of the marketing innovation activity of enterprises necessitates a comprehensive approach to determining the dynamics of innovation processes based on one of the integral criteria, which can be an indicator of the innovative activity of marketing. enterprise activity. Therefore, the development of methodical approaches to the evaluation of the economic efficiency of marketing innovations and the justification of the choice of the strategy of innovative development of the enterprise is relevant.
Evolution of chatbots in the era of artificial intelligence
(2023) Chernobrovkina, S. V.; Chernobrovkin, A. V.