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Публікація Methodological instructions before writing a thesis(Національний технічний університет "Харківський політехнічний інститут", 2024) Raiko, Diana; Shipulina, Yuliya; Kosenko, O.; Kitchenko, OlenaThe 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.Публікація 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, OlenaPractice, 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.Публікація Media planning as a process: stages, tasks, methods(WSEH, 2023-12) Kitchenko, Olena; Khoroshun, Yaroslava G.Публікація Management of the interaction of the enterprise with partners and consumers: models, methods and information interaction(PC Technology Center, 2022) Raiko, Diana; Fedorenko, Irina; Kitchenko, Olena; Kobieliev, Valerii; Litvynenko, Mariia; Romanchik, TаtianaThe management of the interaction of an enterprise with partners and consumers is based on the system "enterprise – consumer – partner", takes into account the ratio of economic parameters of the processes of production, supply and distribution of products, including an assessment of the competitiveness of the enterprise, the attractiveness of the partner, the readiness of the consumer and the developed complex of economic and mathematical models for forming the composition of the system "consumer – enterprise – partner", determining the effect of its operation and the budget of information interaction, the features of which are the allocation of four blocks of models, which allows for a reasonable choice of the composition of consumers, partners for each enterprise, taking into account their characteristics and information interaction strategies, allowing enterprises to model communication in the system "consumer – enterprise – partner" according to the criterion of maximizing income and use the results of modeling for the implementation of information interaction.Публікація The Creation of Dynamic Visual Objects as a Factor for Optimizing Advertisements in E-Commerce(Universitas Semarang, Indonesia, 2022) Sysoiev, Volodymyr Viktorovych; Kuchina, Svetlana; Kitchenko, Olena; Romanchik, T. V.; Kuchin, AlexandrThe aim of the study is to find ways to optimize advertising on Facebook product galleries and on Google. An experiment conducted as part of the study showed that the use of the dynamic optimization tool allows you to enrich existing feed data with additional 1st and 3rd party data and automatically compile visuals with additional information obtained from the feed and additional graphical overlays. The proposed method was tested on Facebook and Google with an analysis of click through rate, conversion rate and conversion cost indicators. The research results showed that the use of the dynamic optimization tool improves the effectiveness of online advertising, all the studied indicators has improved on both platforms. The Covid-19 pandemic has boosted the development of online retail and has created an urgent need to transform digital marketing tools. It has been established that in order to increase the conversion of sites and improve the quality of communication with the audience a deeper study of the behavioral characteristics of visitors of Internet resources, as well as high-quality visual content of the ad placements, are required. The results obtained complement to the few literature sources devoted to creating enriched feeds on various Internet companies, so the work is of significant interest for marketers and business owners who work in the field of e-commerce.Публікація Advertising on the Internet: features, advantages and disadvantages(Національний технічний університет "Харківський політехнічний інститут", 2023) Zatynaichenko, А. V.; Kitchenko, OlenaПублікація Social advertising as a tool of social marketing and a way to form a positive brand image(Akademické sdružení MAGNANIMITAS, Czech Republic, 2022) Agalarova, Karina; Zemliakova, Olena; Miroshnik, Maria; Kitchenko, Olena; Mironenko, Nadezda; Reshetniak, Natalia; Kuzmenko, OleksandrThe relevance of the study of social advertising as one of the streams of mass media focused on the humanization of public relations, which some authors even call the “information branch of social work”, increases as the reforms taking place in many countries increase their social content. The fact is that the stabilization of political life, an increase in the efficiency of the economy, and successful administrative and legal reforms are accompanied, unfortunately, by crisis phenomena in the social sphere, including the following: a deterioration in the demographic situation, a fall in moral and ethical values, and excessive stratification in property, incomes, access to healthcare services, etc.. In these conditions, social advertising becomes the most important factor in optimizing the process of social development in the public mind. At the same time, social advertising, designed to generate the creation and dissemination of socially significant values, acts as an essential element of information support for a civil society that is developing with great difficulties, at the same time bringing practical benefits to companies which are practicing social advertising in the framework of social PR and CSR programs.Публікація Methodological approach to the credit worthiness estimation of counterparties at mining enterprises(Дніпровська політехніка, 2021) Kylnytska, Ye. V.; Gluhova, S. V; Kitchenko, OlenaA comprehensive methodological approach to the credit worthiness estimation of counterparties in the mining industry within a conservative credit policy has been developed. Compared to the existing ones, it is a clear algorithm of estimation stages based on a hierarchical model of structural parameters of credit worthiness estimation. The advantages of the authors’ development are: system flexibility at the stage of formation of criterion base and structural components; clear formalization of results; detailed structuring of evaluation parameters; the possibility of forming a clear unambiguous conclusion about the credit worthiness estimation of counterparties of mining enterprises; compliance of the methodological tools of the estimation system to current trends in the mining industry.Публікація Improving Approaches to the Formation of Enterprise's Marketing Budgets(2021) Bondarenko, Olena; Kovalchuk, Svitlana; Rodionov, Sergii; Miroshnik, Maria; Kitchenko, Olena; Franchuk, LesyaThis article discusses the importance of optimizing advertising budgets for enterprises in the face of fierce competition for the consumer. It highlights the principles that business owners should consider when developing a marketing budget and notes the change in the influence of marketing in the sales funnel. The process of optimization of advertising budgets is presented. Also, the main approaches and methods of forming the marketing budgets of enterprises are highlighted. The method is considered in detail, taking into account the effectiveness of the use of marketing budgets. And recommendations are given on the allocation of budgets within advertising channels, depending on the goals and size of the enterprise.Публікація Methodical approach to evaluating the condition of the domestic confectionary goods market(Національний технічний університет "Харківський політехнічний інститут", 2020) Glukhova, S. V.; Kitchenko, Olena