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Публікація Relationship marketing. Practicum(Tritoria, 2024) Raiko, DianaThe Practicum consist of the educational and methodological materials for studying the discipline "Relationship Marketing". The block of educational and methodological support includes methodical advice for each topic of the discipline: necessary explanations for the topic, plan of the seminar session, main questions for discussion, practical tasks, tasks for testing knowledge and control questions. Intended for applicants of specialty 075 "Marketing" of all forms of education.Публікація Relationship Marketing(Tritoria, 2024) Raiko, DianaThe Textbook is devoted to the justification and further development of theoretical, methodological provisions and methodological support for the formation of marketing relations, strategic management of the development of marketing activities of industrial enterprises, taking into account the influence of the external and internal environment on their development, as well as the relationship between strategic management and strategic marketing. Grounded and proposed: the concept of marketing relations and strategic management of the development of the enterprise's marketing activities, the core of which is the development of marketing relations based on the example of the "consumer - enterprise - partner" system; an approach to the formation of the company's marketing strategies regarding marketing relations, the basis of which is three components: the competitiveness of the company, the business attractiveness of its partners regarding cooperation with it, and the readiness of consumers to consume products. The complex of methodical support for the formation of the company's marketing strategies, taking into account the marketing of relations regarding the competitiveness of the company, the business attractiveness of partners, and the readiness of consumers, was further developed. Intended for applicants of specialty 075 "Marketing" of all forms of education.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 Methodological instructions for the performance of individual calculation tasks in the discipline "Relationship marketing"(Національний технічний університет "Харківський політехнічний інститут", 2024) Raiko, DianaMethodical 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.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 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, IrinaThe 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.Публікація Management of the innovative development potential of industrial enterprises in the digital economy(Український державний хіміко-технологічний університет, 2022) Illiashenko, Sergii; Shypulina, Yuliia; Illiashenko, Nataliia; Raiko, DianaThe article considers the development of the approach to complex adaptive management of the potential for innovative development (PID) of the industrial enterprise in the conditions of the formation and development of the digital economy. The impact of information computer technologies of the fourth industrial revolution on each component subsystems (including their elements) of the PID of the industrial enterprise from the standpoint of ensuring its sustainable innovative growth are determined and systematized by the nature of action (favorable or unfavorable). Approaches to purposeful management of PID component subsystems of the industrial enterprise have been developed in order to update their condition in relation to external conditions and ensure favorable internal prerequisites for innovative development in the digital economy. Their application makes it possible to reasonably align the internal possibilities of innovative development of the industrial enterprise (its PID) with the external ones in the conditions of the digital economy. The enlarged scheme has been developed that reflects the sequence and content of the formalized procedures for managing the PID of the industrial enterprise in the context of its transition to the path of innovative development in the conditions of the digital economy. It can be used as a methodological basis for the implementation of the developed approaches in the practice of innovative activity of industrial enterprises. The presented developments collectively form the approach to complex adaptive management according to formalized PID procedures of the industrial enterprise, including its component subsystems-potentials and their elements, in the context of ensuring the compliance of internal and external conditions of innovative growth of the enterprise in the digital economy. The developed approach, in contrast to the existing ones, provides the adaptive management of all components (as well as their elements) of PID in a complex, which increases the degree of coherence and validity of the management of innovative development at industrial enterprises in the digital economy.Публікація Approach to assessment of prerequisites for implementation of strategic directions of innovative development of industrial enterprises(Технологічний центр, 2021) Illiashenko, Sergii; Illiashenko, Nataliia; Shypulina, Yuliia ; Raiko, Diana; Bozhkova, ViktoriiaThe present research substantiates the theorical and methodological foundations of quantitative assessment of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises under conditions of changing technological arrangement and the fourth industrial revolution. External and internal prerequisites for catching-up, leading and outstripping innovative development were determined and systematized. The two-step approach to assessing the sufficiency of prerequisites for the implementation of these directions was developed. It was proposed to assess external prerequisites according to the relative values of the indicators of the Global Innovation Index of the analyzed country, which take into account the highest and the lowest estimates of all countries Unlike existing approaches, the point-based score, rather than rating estimates of the indicators of countries are taken into account, which increases the assessment objectivity. The compliance of quantitative estimates with the levels of sufficiency of external prerequisites was determined using the Harrington Verbal-Numerical scale. It was proposed to assess internal prerequisites according to the author’s method of expert evaluations, which unlike existing ones, allows assessing the level of sufficiency of subsystems of the potential of innovative development of an enterprise. The two-step approach allows quantitative and comprehensive assessment of sufficiency of the prerequisites for the implementation of strategic directions of innovative development of industrial enterprises. It is possible to identify problems of prerequisites’ sufficiency, which allows their reasonable correction. The sufficiency of prerequisites for alternative directions of innovative development of machine-building enterprises was evaluated using the new approach and the best directions were chosen. The analysis time was reduced by 25–33 %, the accuracy of choice of directions and the effectiveness of their implementation strategies are increasing. The new approach improves strategic management of innovative development of industrial enterprises in the context of technological transformations.Публікація Managing costs of an industrial enterprise when using secondary resources(Технологический центр, 2020) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Melnikov, O.; Kharchenko, A.Cost price reduction is one of the ways to improve the competitiveness of products. It is possible by establishing the set of factors affecting the production costs at an industrial enterprise and building on this basis a mathematical model of in-house cost management. The study objective was to develop and substantiate an economic-and-mathematical model of management to minimize the enterprise costs taking into account the utilization of secondary resources obtained in the production of basic products. The model consists of two stages. At the first stage, full costs of production of basic and additional products are determined. The peculiarity of this production implies the generation of significant amounts of secondary resources that have both independent value and opportunities for their use in the main technological process. This leads to complex material flows within the production process, which were accounted for in the study with the help of an adapted “cost-output” balance model. A plant can function with the use of a variety of raw materials which differ in both prices and rates of the output of basic products and secondary resources. This brings about the problem of finding an optimal combination of input resources to minimize costs or maximize profits. The problem is solved in the second stage. It is formalized as a linear programming problem. It features the provision of the ability to establish indicative plans of production of both main products and by-products. The model was tested on the example of coke-chemical plants producing coke of KDM-2 grade with 6 % humidity content and KDM-1 grade coke of improved quality as the main products. Coke oven gas, coke fines, beans, and sludge are produced as by-products. After purifying the coke oven gas, it is further used in the production of heat and electricity, compressed air, and a fuel for coke ovens. Thus, the produced fuel and energy, utilizable material resources, and circulating water supply are secondary resources. A certain portion of by-products is sold to third parties. When applied, the model will make it possible to improve the efficiency of cost management at enterprises.