Reference summary of lectures on the course "Marketing effectiveness management"

Abstract

The synopsis of lectures on the discipline "Marketing effectiveness management" was developed according to the educational and professional program in the specialty D 5 "Marketing". The discipline "Marketing effectiveness management" is aimed at forming the knowledge and skills necessary to achieve the target performance indicators of marketing activity. In the course of studying the discipline, applicants get acquainted with the principles of effective management of marketing activities, the technology of SMART assessment of the company's marketing goals, the algorithm of conducting a marketing audit, the use of benchmarking analysis in the management of the effectiveness of marketing activities. Study the discipline "Marketing effectiveness management" allows you to master the following competencies: the ability to make informed decisions; ability to adapt and act in a new situation; the ability to logically and consistently reproduce and apply knowledge of the latest theories, methods and practical techniques of marketing; the ability to diagnose the marketing activity of a market entity, perform marketing analysis and forecasting; the ability to choose and apply effective means of managing marketing activities of a market entity at the level of an organization, division, group, network.