Methodical instructions for the implementation of practical tasks in the discipline "Marketing"

Abstract

The dynamic development of markets and changing business requirements demand marketing solutions and innovative approaches based on an in-depth understanding of market trends and consumer behavior. Marketing plays a pivotal role in the success of any enterprise, regardless of size, sector, or geographical scope. Neglecting marketing principles often leads to a loss of competitive advantage, decreased customer loyalty, and reduced profitability. The discipline of "Marketing" explores the fundamental principles of marketing, the organization of marketing activities, and operational and strategic marketing management. Marketing serves as a business philosophy, integrating various activities and fostering effective enterprise management across industries. It combines theoretical knowledge with practical skills, enabling future professionals to adapt business activities to market demands and societal needs. The primary goal of the "Marketing" discipline is to equip students with a modern understanding of marketing concepts and practical tools to analyze and address business challenges in competitive markets. Students will explore domestic, European, and global marketing practices, focusing on aligning business activities with consumer needs and environmental conditions. Upon completion, students should: − know the role of marketing in enterprise management, marketing concepts, functions, and strategies, as well as the elements of the marketing mix, consumer behavior, and market segmentation principles. − be able to conduct marketing research, analyze markets, evaluate competitiveness, develop marketing strategies, position products, plan pricing and distribution, and audit marketing activities. The practical component consolidates theoretical knowledge and develops skills for applying marketing tools to enhance enterprise efficiency. Methodical guidelines include solving typical exercises, analyzing real-life cases, and addressing challenges in modern markets.