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Публікація Use of digital technologies in product policy to create sustainable brands(European Open Science Space, 2024) Chernobrovkina, S. V.; Chernobrovkin, Andrii; Cao, LijuanПублікація 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.Публікація Methodical instructions for the implementation of practical tasks in the discipline "Communications and negotiations"(Національний технічний університет "Харківський політехнічний інститут", 2024) Chernobrovkina, S. V.In the context of today's dynamic business environment, the discipline of "Communications and Negotiations" acquires special relevance and significance. Given the high level of competition and rapid changes in market conditions, effective communication and negotiation skills are key to a successful career in marketing. Methodological guidelines are intended to support practical classes in this discipline, aimed at the development of competencies necessary for effective interaction in a professional context. Communication and negotiation are fundamental elements of marketing strategy, from identifying customer needs to designing and implementing effective marketing campaigns. The ability to clearly and convincingly express one's ideas, to understand and take into account the needs and expectations of others, as well as to negotiate effectively are very important for achieving business goals and building lasting relationships with clients. The guidelines cover a wide range of topics, from basic communication and negotiation principles to sophisticated techniques and strategies that can be applied in a variety of marketing scenarios. Special attention is paid to the development of active listening skills, emotional intelligence, persuasive communication, as well as strategic planning and negotiation. These skills are important not only for direct interaction with customers, but also for internal communication in organizations, team and project management. The practical classes provided by these methodological guidelines include various forms of work: from individual tasks to group projects, role-playing games, case studies, analysis of real situations from marketing practice. This approach contributes not only to the assimilation of theoretical knowledge, but also to the development of practical skills, which is extremely important for future professional activity in the field of marketing. The purpose of the guidelines is to provide applicants with the necessary tools and knowledge to develop effective communication and negotiation skills, which are critical to the successful implementation of marketing strategies and the achievement of professional goals.Публікація Marketing(Національний технічний університет "Харківський політехнічний інститут", 2024) Chernobrovkina, S. V.The number of jobs in an organization is not constant; it varies depending on its market position or budgetary funding. This variation also affects the salaries of managers and other employees. Clearly, the marketing successes of an organization strengthen these positions, providing a sense of confidence and hope for improved individual economic outcomes. For an organization to be successful, it must effectively interact with consumers. It does not fundamentally matter whether the organization is privately or state-owned. Marketing applies to both private and public organizations. The modern market is characterized by an increasingly saturated information space, with the significance and value of information growing. In these conditions, the processes of forming consumer demand and preferences, and exerting marketing influence on them, become significantly more complex. The subject of the discipline "Marketing" involves the processes and methods of studying and satisfying consumer needs as the priority market subjects. The course of lectures on "Marketing" consists of two modules. The first module includes topics that highlight the main directions of marketing. The topics of lectures forming the second module define marketing planning and management. The aim of the educational discipline "Marketing" is to develop knowledge about the basic categories of marketing, methodological aspects of organizing marketing activities, and its priorities in modern conditions. The task is to study the theoretical concepts of marketing categories and contemporary trends in this field of knowledge.Публікація Marketing(Національний технічний університет "Харківський політехнічний інститут", 2024) Chernobrovkina, S. V.The number of jobs in an organization is not constant; it varies depending on its market position or budgetary funding. This variation also affects the salaries of managers and other employees. Clearly, the marketing successes of an organization strengthen these positions, providing a sense of confidence and hope for improved individual economic outcomes. For an organization to be successful, it must effectively interact with consumers. It does not fundamentally matter whether the organization is privately or state-owned. Marketing applies to both private and public organizations. The modern market is characterized by an increasingly saturated information space, with the significance and value of information growing. In these conditions, the processes of forming consumer demand and preferences, and exerting marketing influence on them, become significantly more complex. The subject of the discipline "Marketing" involves the processes and methods of studying and satisfying consumer needs as the priority market subjects. The course of lectures on "Marketing" consists of two modules. The first module includes topics that highlight the main directions of marketing. The topics of lectures forming the second module define marketing planning and management. The aim of the educational discipline "Marketing" is to develop knowledge about the basic categories of marketing, methodological aspects of organizing marketing activities, and its priorities in modern conditions. The task is to study the theoretical concepts of marketing categories and contemporary trends in this field of knowledge.Публікація Evolution of chatbots in the era of artificial intelligence(2023) Chernobrovkina, S. V.; Chernobrovkin, A. V.Публікація Methods for Assessing the Investment Attractiveness of Innovative Projects(Universidad de Almería, 2021) Pererva, P. G.; Usov, Maksym; Chernobrovkina, S. V.; Larka, Ludmila; Rudyka, ViktorThis material examines and summarizes the basic concepts and issues of assessing the investment activities of an enterprise from the point of view of the investment climate in the industry as a whole. The main objective of this study is to determine an integral assessment of the possibilities of financing innovative projects of industrial enterprises. The relevance of such a study is explained by the urgent need to form a more accurate and reliable assessment of the priorities of modern financing of innovative projects. The study takes into account additional factors that are applicable in the specific context of the enterprise. In the course of the study, the following logical sequence is observed: a number of relatively simple and basic components in the structure of enterprises are distinguished, which consistently have the greatest impact on the dynamics of changes in the innovative and investment characteristics of the entire industry as a whole. The object of research is various energy enterprises of Ukraine, since they are one of the key factors that allow creating and developing a competitive world economy in terms of energy-saving innovations, including on the basis of non-traditional renewable energy. Based on the results obtained, it becomes possible to determine the integral indicators of the investment attractiveness of specific innovative projects. This technique allows you to sensibly assess all sides of the issue and make an informed management decision on the formation of the company's investment strategy.Публікація Increasing marketing activity of hotel and restaurant business enterprises as a basis for the development of the tourism industry(ПП "Ліра ЛТД", 2021) Kuzmynchuk, N. V.; Dombrovska, S. V.; Konarivska, O. B.; Leonenko, N. A.; Chernobrovkina, S. V.; Asaulenko, N. V.Modern views on the role and importance of partnership marketing are the basis for the effective strategyormation for the competitiveness of the hotel and restaurant industry and the tourism business in a crisis time of the tourism industry due to the coronavirus pandemic and the effect of restrictive measures. The presented article is aimed at the using modern analytical and methodological tools for assessing the competitive status and marketing activity of the hotel and restaurant enterprises and tourism business in the context of applying the principles of marketing partnerships and its implementation in practice of tourism. The purpose of the article is to develop and implement a model of resource-activity potential management and the formation of a competitive status of hotel and restaurant business enterprises and the development of tourism industry based on marketing of affiliate relations. With the help of the factor analysis it is formed the components and indicators of competitive status of the hotel and restaurant enterprises and tourism business, emphasizing the importance of marketing activity in the field of the service promotion and partnership with stakeholders as a reflection of mobilization and the full use of marketing potential.This methodical approach to assessing the level of competitive status of the enterprises of hotel and restaurant industry and tourism business in the context of the resource and activity support on the implementing principles of the concept of marketing partnerships is proposed. It is established that enterprises have unstable dynamics of the integrated indicator of resource potential and activity, which indicates a lack of attention from managers and managers of the hotel and restaurant business to the formation of partnerships with stakeholders on a long-term basis. The results of the impact modeling of the marketing activity of the hotel and restaurant enterprises and tourism business on the level of their competitive status allowed to propose the measures of managerial influence aimed at solving the problem of increasing competitive status in the difficult conditions of the tourism industry. The practical value is the formation and implementation of the activities aimed at the establishing long-term partnerships with stakeholders in order to form a competitive status of the hotel and restaurant industry and tourism business.