The subject of study of the academic discipline is the study of the general laws of the development of theoretical concepts of marketing, the marketing system of the enterprise, the processes of operational and strategic marketing management of enterprises of various forms of ownership.
The goal of the educational discipline is to acquire systematic knowledge of the theoretical foundations and organizational and methodological foundations of the formation and functioning of the electronic marketing system at the enterprise, practical skills in using elements of electronic commerce to increase the efficiency of enterprise management in market conditions.
The main tasks of the discipline are:
- introducing students to the theoretical and methodological foundations of electronic commerce;
- the use of a systematic approach to the organization of the company's electronic marketing system; mastering the basics of organizing and conducting marketing research on the Internet, analyzing the impact of the macro- and micro-environment of marketing;
- acquisition of theoretical knowledge and practical skills regarding segmentation of the e-commerce market, selection of target segments and product positioning;
- development of a set of marketing measures for product, price, communication policies and product distribution policy;
- definition of the main functions of marketing management of the enterprise, methods and techniques of strategic planning, organization of marketing and control of marketing programs.
As a result of studying the course, students acquire competencies regarding the use of electronic marketing tools in the modern business environment.
- Лектор: Оксана Володимирівна Мазоренко