Kyiv National University of Trade and Economics Faculty of Trade and Marketing INFORMATION PACKAGE

Transcription

1 Kyiv National University of Trade and Economics Faculty of Trade and Marketing INFORMATION PACKAGE European Credit Transfer and Accumulation System (ECTS) Field of knowledge Specialty Specialization Education level 07 «Management and Administration» 075 «Marketing» «Marketing», «Advertising», «Mаster» Kyiv 2018

2 3. Educational Program in specialty «Marketing» (in specialization «Marketing»), project team manager (program guarantor) Doctor of Sciences (Public Administration) prof. Romat E. V., head of department of marketing 1 General information Full name of IHE and structural unit Level of higher education and qualification name in the original language Educational program official name Diploma type and volume of the program Kyiv National University of Trade and Economics, Faculty of Trade and Marketing, Department of Marketing and Advertising Level of higher education «Mаster» Specialty «Marketing» Specialization «Маrketing» «Marketing» Master diploma, 90 ECTS credits, training period 17 months Accreditation Ministry of Education and Science of Ukraine (Ukraine), order of the Ministry of Education and Science of Ukraine from for the period of validity until July 1, 2024 Cycle\Level НРК Ukraine 8 level, FQ-EHEA the second cycle, EQF-LLL 7 lеvel Preconditions educational level bachelor Language of instruction Ukrainian Program validity period July, 01, 2024 Internet address for permanent placement of the program description 2 Educational program aim Formation of professional knowledge modern system and practical skills for their application in profile, pedagogical and research activities for the effective management of marketing tasks. The marketer masteres the operational economic, creative, commercial, organizational and technological processes that are associated with the main areas of marketing activity of an enterprise and develops or adjusts the strategic guidelines for its development with the support of marketing technologies. Subject area (sphere of knowledge, speciality, and specialization) Educational program orientation Main focus of the educational program and specialization 3 Educational program characteristics Field of knowledge 07 «Management and administration» Specialty 075 «Marketing» Specialization «Marketing» Disciplines that form basic competencies 43.4% Optional disciplines 33.3% Practical training 10% Аttestation 13.3% Applied educational and scientific orientation. The program consists of disciplines of general, professional and practical training. Special education in marketing. Formation of professional competence to manage the marketing

3 Features of the program Employability Further learning Teaching and learning Assessment Integral competence General competence (GC) activities of the enterprise. Key words: marketing, marketing activity, strategic marketing, marketing analysis. Availability of a variable component of professionally oriented disciplines for work in the field of marketing; practical training at enterprises engaged in marketing activities. 4 Graduate employability and further learning The graduate may hold positions according to the National Classifier of professions DK 003: 2010: marketing director; commercial director, head of Sales Department (Marketing); head of Commercial Department; marketing professionals: entrepreneurship advisor; marketing consultant; specialist in the efficiency of entrepreneurship; specialist for market expanding methods (marketing expert, category manager); specialist in commodity market research; junior researcher (marketing); researcher (marketing); researcher-consultant (marketing). Obtaining the third level of higher education and obtaining an educational and scientific degree of PhD. 5 Training and assessment Problem-oriented learning with obtaining of general and professional competencies for the production of new ideas, solving complex problems in the professional field, mastering scientific work methodology, presentation skills of its results in native and foreign languages, carrying out independent scientific research using the resource base of the university and partners Student-centered learning, self-study, problem-oriented learning, training through laboratory practice, training through business games, competency-based approach to the implementation of training programs. Written and oral forms of examinations, practice, essays, presentations, project work, business games. Approbation of research results at scientific conferences. Public defense of final qualification work. Academic advising, support and consulting in preparation for final qualifying work. 6 - Program competences Ability to solve complex specialized problems and practical problems in the field of marketing activity or in the process of learning, which involves the application of certain theories and methods of the corresponding science and is characterized by complexity and uncertainty of the conditions. Formation of experts competences in the use of marketing technologies to meet the needs of consumers and generate their own profits, enterprises or organizations. GC 1. Skills in the use of information and marketing

4 Professional competence (PC) technologies. GC 2. Ability to identify, set and solve problems, the ability to make proved decisions. GC 3. Research skills. GC 4. Ability to communicate with scholars, representatives of other professional groups of different levels, negotiate. GC 5. Ability to carry out communication activities. GC 6. Ability to motivate people and move towards a common goal. GC 7. Ability to adapt and act in new situations, generate new ideas (creativity) and knowledge. GC 8. Knowledge and understanding of activity subject area, application of scientific methods. GC 9. Ability to manage, take initiative, ensure the quality of performed work. GC 10. Ability to carry out scientific research, search, process and analyse information. GC 11. Desire to save the environment. GC 12. Ability to analyze and evaluate social and economic processes. PC 1. Awareness of the latest theories, interpretations, methods and practices of marketing. PC 2. Ability to interpret critically the results of recent theoretical and practical research in the field of marketing. PC 3. Ability to conduct market researches of goods and services markets, interpret their results in order to substantiate managerial decisions. PC 4. Ability to diagnose various aspects of marketing activities of a market entity, marketing analysis and forecasting. PC 5. Ability to evaluate, forecast the effectiveness of the marketing activities of the organization and determine the reserves of its increase. PC 6. Ability to develop and implement a marketing plan at an enterprise. PC 7. Ability to develop marketing strategies of an enterprise. PC 8. Ability to apply marketing innovative technologies. PC 9. Ability to analyze the effectiveness of marketing activities of an enterprise. PC 10. Ability to substantiate managerial decisions of a company in the field of marketing. PC 11. Ability to analyze consumer behavior and use the results of analysis in marketing promotion of products, services and ideas. PC 12. Ability to manage projects. PC 13.Ability to determine the company's marketing policy on the Internet. PC 14. Ability to determine the company's marketing policy on the Internet.

5 PC 15. Ability to substantiate management decisions of an organization regarding crisis communications and to develop preventive measures. 7 Program learning outcomes PLO 1. Apply knowledge of scientific methods, analysis and synthesis in practical activities. PLO 2. Apply legal acts. PLO 3. Own methods and modern means of information technology. PLO 4. Use communication technologies to maintain harmonious business and personal contacts as a prerequisite for business success. PLO 5. Know and understand laws and methods of interpersonal communication, norms of tolerance, business communications in the professional field, effective work in a team, adaptability. PLO 6. Compose a psychological portrait of a person, select workers for certain positions, find ways out of a conflict situation for the effective management of the personnel in the direction of client orientation of an organization. PLO 7. Know and understand regularities, methods and approaches of creative activity, system thinking in professional sphere. PLO 8. Know basics of personnel management, professional pedagogy, which promote development of a common culture and socialization of an individual and direct it to ethical values. PLO 9. Ability to apply knowledge and to solve marketing tasks. PLO 10. Use methods of conducting scientific and applied researches. PLO 11. Know the methodology of systematic research, methods of research and analysis of complex objects and processes, understand their complexity, their diversity, multifunctionality for solving applied problems in the field of professional activity. PLO 12. Apply marketing research methodology. PLO 13. Apply marketing technologies in public administration. PLO 14. Develop an appropriate level of knowledge of the latest theories, methods and practical marketing techniques. PLO 15. Understand scientific and practical literature, new achievements in the theory and practice of marketing activities of an enterprise, contribute to their development. PLO 16. Identify research tasks, collect necessary information for their resolution, analyze it and formulate conclusions. PLO 17. Have skills to conduct own research and decision making in the field of marketing. PLO 18. Demonstrate the ability to develop a marketing

6 Staff support Material and technical support Information and educationalmethodical support strategy and tactics of the organization, including in the Internet environment. PLO 19. Make presentations, publicize results of scientific and applied research, marketing projects. PLO 20. Develop knowledge of scientific principles and understanding of practical aspects of increasing the effect. PLO 21. Apply scientific approaches and methods to create innovative solutions in the field of marketing. PLO 22. Demonstrate understanding of the essence and peculiarities of the use of marketing tools. PLO 23. Solve complex problems and solve marketing problems in conditions of uncertainty with the use of modern managerial approaches, methods, techniques. PLO 24. Use methods of marketing strategic analysis and interpret its results in order to improve the activities of the market entity. PLO 25. Conduct diagnostics, strategic and operational marketing management for development and implementation of marketing strategies, projects and programs. 8 Resource support for program implementation Department of marketing and advertising of KNUTE is responsible for the training of Masters in specialization «Marketing». Staff support comply with the Licensing conditions for conducting educational activities of educational institutions. 100% of the teaching staff involved in teaching professionally-oriented courses have degrees in the specialty and there is a high level of training. In order to raise the professional level, all scientific and pedagogical staff undergo on-the-job training once every five years. Employment contracts have been concluded with academic and teaching staff. Training rooms, computer classes, multimedia equipment are available for all students. All necessary social and living infrastructure, the number of beds in the dormitories meet the requirements. Provision of premises for training and control activities is 4 square meters per person. 40% of the classrooms are equipped with multimedia equipment. Infrastructure of KNUTE includes libraries, including reading room, catering facilities, assembly hall, gymnasium, stadium, medical center, dormitories. The existing distance learning system MOODLE provides independent and individual training. KNUTE fully complies with the technological requirements for educational, methodological and informational provision of educational activities. There is an access to databases of periodical scientific

7 National credit mobility International credit mobility Training of overseas students publications in English of the corresponding or related profile (it is possible to share the bases of several educational institutions). There is an official website of KNUTE, which contains basic information about its activities (structure, licenses and certificates of accreditation, educational/educational / scientific/publishing/attestation (scientific personnel) activities, educational and scientific structural divisions and their composition, list of educational disciplines, admission rules, contact information: Distance Learning Laboratory of KNUTE has teaching materials on curriculum subjects: 9 Academic mobility Individual agreements on academic mobility are allowed for studying and conducting research in universities and scientific institutions of Ukraine. Credits received at other universities in Ukraine are recalculated according to the certificate on academic mobility. KNUTE takes part in the program Erasmus+ in К1 according to contracts with: 1. University Paris-Est Creteil (Paris, France), educational degree: Master. Specialty: International Master in Business Management. 2. Audencia Business School (Nantes, France). Educational degree: Master. Specialty: Economics, management and business administration. There is mobility for teaching purposes for academic and teaching staff 3. University of Hohenheim (Stuttgart, Germany). Educational degree: Master. Specialty: Economics and business administration. There is mobility for teaching purposes for academic and teaching staff. Training of foreign students is conducted on the general terms or on an individual schedule on conditions that they study Ukrainian language in the amount of 6 ECTS credits, which are additionally provided for by the curriculum.

8 Code List of educational program components and their logical order 2.1. List of educational program components Components of educational program Amount of Forms of final (academic disciplines, term projects credits control control (papers), placement, qualification exam, final qualification work) Compulsory components CC 1 Strategic marketing CC 2 Marketing information systems CC 3 Brand management CC 4 Marketing analysis 7.5 exam CC 5 Marketing management 7.5 exam CC 6 E-commerce Total amount of compulsory components 60 - Optional components OC 1.1. Intellectual Property OC 1.2. Commercial law OC 1.3. OC 1.4. OC 1.5. OC 2.1. OC 2.2. OC 2.3. OC 3.1. OC 3.2. OC 3.3. OC 3.4. Marketing in public administration Trading networks Management of consumer loyalty Competition law Corporate public relations Social and communication technologies Computer graphics in advertising Crisis communications Marketing innovations Non-commercial advertising

9 OC 3.5. Risks in marketing Total volume of optional components: 30 - Practical training Practical Training (pre-diploma) 9 credit Attestation Preparation and defense of final 12 - qualifying work TOTAL EP VOLUME 90 -

10 Attestation Attestation of graduates of the educational program of specialty 075 «Marketing» (specialization «Marketing») is carried out in the form of public defense of final qualifying work in accordance with the Regulations on the graduation qualification project (work) approved by the Scientific Council of KNUTE on January 28, 2016 (protocol No. 7). The document of the definite model for the award of Master's degree with the qualification: the degree of higher education «Master» specialization «Marketing» specialization «Marketing» is issued. Master degree of specialty «Marketing», specialization «Marketing» is given for students who received from 60 to 100 points during attestation. The attestation is carried out openly and publicly.

11 3. Educational Program in specialty 075 «Marketing» (in specialization «Advertising business»), project team manager (program guarantor) candidate of technical sciences, prof. Yatsyshyna L. K. 1 General information Full name of IHE and structural unit Kyiv National University of Trade and Economics, Faculty of Trade and Marketing, Department of Marketing and Advertising Level of higher education and qualification name in the original language Level of higher education «Mаster» Specialty «Marketing» Specialization «Advertising business» Educational program official name «Advertising business» Diploma type and volume of the program Master diploma, 90 ECTS credits, training period - 17 months Accreditation Ministry of Education and Science of Ukraine, Ukraine. Order of the Ministry of Education and Science of Ukraine 1565 from for the period of validity until July 1, 2024 Cycle\Level HPK of Ukraine 7 level, FQ-EHEA the second cycle, EQF-L.L.L. 7 level Preconditions educational level bachelor Language of instruction Ukrainian Program validity period July, 01, 2024 Internet address for permanent placement of the program description 2 Educational program aim Formation of modern system of professional knowledge and practical skills for the purpose of their application in profile, teaching and research activities for effective management of managerial tasks in the field of advertising business. The marketer masteres operational economic, creative, commercial, organizational and technological processes that are related to the main areas of advertising activities of the organization and develops or corrects strategic guidelines for its development with the support of information and communication technologies. 3 Educational program characteristics Subject area (sphere of knowledge, Field of knowledge 07 «Management and speciality, and specialization) Administration» Specialty 075 «Marketing» Specialization «Advertising business» Disciplines that form basic competencies 43.4%, Optional disciplines 33.3%, Practical training - 10%, Attestation % Educational program orientation Applied educational and scientific orientation. The program consists of disciplines of general, professional and practical training. Main focus of the educational program and specialization Special education in the field of advertising business. Formation of professional competence o manage the organization's advertising business. Keywords: advertising, business, advertising activity, advertising management, an enterprise, marketing communications. Features of the program Availability of variant component of

12 Employability Further learning Teaching and learning Assessment Integral competence professionally oriented disciplines for work in the field of advertising business; practical training at the enterprises that carry out advertising activity. 4 Graduate employability and further learning The graduate may hold positions according to the National Classifier of professions DK 003: 2010: marketing director; commercial director, head of Sales Department (Marketing); head of Commercial Department; marketing professionals: entrepreneurship advisor; marketing consultant; logistics; ad maker; specialist in public procurement; specialist in the efficiency of entrepreneurship; specialist in methods for market expanding (marketing, advertising, category manager); PR expert; specialist in commodity market research; junior researcher (marketing, advertising); researcher (marketing, advertising); researcher-consultant (marketing, advertising). Obtaining the third level of higher education and obtaining an educational and scientific degree of PhD. 5 Training and assessment Problem-oriented learning with obtaining of general and professional competencies for the production of new ideas, solving complex problems in the professional field, mastering scientific work methodology, presentation skills of its results in native and foreign languages, carrying out independent scientific research using the resource base of the university and partners Student-centered learning, self-study, problemoriented learning, training through laboratory practice, training through business games, competency-based approach to the implementation of training programs. Written and oral forms of examinations, practice, essays, presentations, project work, business games. Approbation of research results at scientific conferences. Public defense of final qualification work. Academic advising, support and consulting in preparation for final qualifying work. 6 - Program competences Ability to solve complex specialized problems and practical problems in the field of marketing activity or in the process of learning, which involves the application of certain theories and methods of the corresponding science and is characterized by complexity and uncertainty of the conditions. Formation of experts competences in the use of

13 marketing technologies to meet the needs of consumers and generate their own profits, enterprises or organizations. General competence (GC) GC 1. Skills in the use of information and marketing technologies. GC 2. Ability to identify, set and solve problems, the ability to make proved decisions. GC 3. Research skills. GC 4. Ability to communicate with scholars, representatives of other professional groups of different levels, negotiate. GC 5. Ability to communicate and work in a team. GC 6. Ability to motivate people and move towards a common goal. GC 7. Ability to adapt and act in new situations, generate new ideas (creativity) and knowledge. GC 8. Knowledge and understanding of activity subject area, application of scientific methods. GC 9. Ability to manage, take initiative, ensure the quality of performed work. GC 10. Ability to carry out scientific research, search, process and analyse information. GC 11. Desire to save the environment. GC 12. Ability to analyze and evaluate social and economic processes. Professional competence (PC) PC 1. Awareness of the latest theories, interpretations, methods and practices of marketing. PC 2. Ability to interpret critically the results of recent theoretical and practical research in the field of advertising business. PC 3. Ability to conduct independent marketing research and interpretation of their results in the domain of advertising business. PC 4. Ability to make an original contribution to the development of the theory and practice of advertising business. PC 5. Ability to conduct market researches of goods and services markets, interpret their results in order to substantiate managerial decisions. PC 6. Ability to diagnose various aspects of marketing activities of a market entity, marketing analysis and forecasting. PC 7. Ability to evaluate, forecast the effectiveness of marketing activities of an organization and determine reserves of its increase. PC 8. Ability to develop and implement a marketing plan at an enterprise in the field of advertising business. PC 9. Ability to develop marketing strategies of the organization.

14 PC 10. Ability to choose an organization's advertising strategies. PC 11. Ability to apply marketing innovative technologies. PC 12. Ability to analyze the effectiveness of marketing activities of an organization. PC 13. Ability to substantiate managerial decisions of the organization in the field of advertising business. PC 14. Ability to analyze consumer behavior and use the results of analysis in marketing promotion of products, services and ideas. PC 15. Ability to manage projects in the field of advertising business. PC 16. Ability to determine the company's marketing policy on the Internet. PC 17. Ability to identify marketing risks through market research. PC 18. Ability to substantiate management decisions of an organization regarding crisis communications and to develop preventive measures measures. 7 Program learning outcomes PLO 1. Apply knowledge of scientific methods, analysis and synthesis in practical activities PLO 2. Apply methods and rules for managing information and working with documents on a professional basis. PLO 3. Own methods and modern means of information technology. PLO 4. Use communication technologies to maintain harmonious business and personal contacts as a prerequisite for business success. PLO 5. Know and understand the laws and methods of interpersonal communication, norms of tolerance, business communications in the professional field, effective work in the team, adaptability. PLO 6. Compose a psychological portrait of a person, select workers for certain positions, find ways out of a conflict situation for the effective management of the personnel in the direction of client orientation of an organization. PLO 7. Know and understand regularities, methods and approaches of creative activity, system thinking in professional sphere. PLO 8. Know basics of personnel management, professional pedagogy, which promote development of a common culture and socialization of an individual and direct it to ethical values. PLO 9. Ability to apply knowledge and to solve marketing tasks.

15 PLO 10. Use methods of conducting scientific and applied researches. PLO 11. Know the methodology of systematic research, methods of research and analysis of complex objects and processes, understand their complexity, their diversity, multifunctionality for solving applied problems in the field of professional activity. PLO 12. Apply the methodology of conducting marketing research in the field of advertising business. PLO 13. Have knowledge of safe working conditions and the environment during research and production activities. PLO 14. Develop an appropriate level of knowledge of the latest theories, methods and practical marketing techniques. PLO 15. Understand scientific and practical literature, new achievements in the theory and practice of marketing activities of an enterprise, contribute to their development. PLO 16. Identify research tasks, collect necessary information for their resolution, analyze it and formulate conclusions. PLO 17. Have skills to conduct own research and decision making in the field of marketing. PLO 18. Demonstrate the ability to develop a marketing strategy and tactics of the organization, including in the Internet environment. PLO 19. Make presentations, publicize results of scientific and applied research, marketing projects. PLO 20. Develop knowledge of scientific principles and understanding of practical aspects of increasing the effect. PLO 21. Apply scientific approaches and methods to create innovative solutions in the field of marketing. PLO 22. Demonstrate understanding of the essence and peculiarities of the use of marketing tools in the decision-making process in the field of advertising business. PLO 23. Solve complex problems and solve marketing problems in conditions of uncertainty with the use of modern managerial approaches, methods, techniques. PLO 24. Use methods of marketing strategic analysis and interpret its results in order to improve the activities of the market entity in advertising business. PLO 25. Conduct diagnostics, strategic and operational marketing management in advertising business for development and implementation of marketing strategies, projects and programs.

16 8 Resource support for program implementation Staff support Department of marketing and advertising of KNUTE is responsible for the training of Masters in specialization «Advertising business». Staff support comply with the Licensing conditions for conducting educational activities of educational institutions. 100% of the teaching staff involved in teaching professionally-oriented courses have degrees in the specialty and there is a high level of training. In order to raise the professional level, all scientific and pedagogical staff undergo on-the-job training once every five years. Employment contracts have been concluded with academic and teaching staff. Material and technical support Training rooms, computer classes, multimedia equipment are available for all students. All necessary social and living infrastructure, the number of beds in the dormitories meet the requirements. Provision of premises for training and control activities is 4 square meters per person. 40% of the classrooms are equipped with multimedia equipment. Infrastructure of KNUTE includes libraries, including reading room, catering facilities, assembly hall, gymnasium, stadium, medical center, dormitories. Information and educational-methodical The existing distance learning system MOODLE support provides independent and individual training. KNUTE fully complies with the technological requirements for educational, methodological and informational provision of educational activities. There is an access to databases of periodical scientific publications in English of the corresponding or related profile (it is possible to share the bases of several educational institutions). There is an official website of KNUTE, which contains basic information about its activities (structure, licenses and certificates of accreditation, educational/educational / scientific/publishing/attestation (scientific personnel) activities, educational and scientific structural divisions and their composition, list of educational disciplines, admission rules, contact information: Distance Learning Laboratory of KNUTE has teaching materials on curriculum subjects: National credit mobility 9 Academic mobility Individual agreements on academic mobility are allowed for studying and conducting research in universities and scientific institutions of Ukraine.

17 International credit mobility Training of overseas students Credits received at other universities in Ukraine are re-calculated according to the certificate on academic mobility. KNUTE takes part in the program Erasmus+ in К1 according to contracts with: 1. University Paris-Est Creteil (Paris, France), educational degree: Master. Specialty: International Master in Business Management. 2. Audencia Business School (Nantes, France). Educational degree: Master. Specialty: Economics, management and business administration. There is mobility for teaching purposes for academic and teaching staff 3. University of Hohenheim (Stuttgart, Germany). Educational degree: Master. Specialty: Economics and business administration. There is mobility for teaching purposes for academic and teaching staff. Training of foreign students is conducted on the general terms or on an individual schedule on conditions that they study Ukrainian language in the amount of 6 ECTS credits, which are additionally provided for by the curriculum.

18 List of educational program components and their logical order 2.1. List of educational program components Code Components of educational program (academic disciplines, term projects control (papers), placement, qualification exam, final qualification work) Amount of credits Forms of final control Compulsory components CC 1 Strategic Marketing CC 2 Brand management CC 3 Marketing information systems CC 4 Marketing analysis 7.5 W/e CC 5 Project management 7.5 W/e CC 6 E-commerce Total amount of compulsory components 60 - Optional components of EP OC 1.1. Design in advertising OC 1.2. OC 2.1. OC 2.2. OC 3.1. OC 3.2. OC 3.3. OC 4.1. OC 4.2. OC 5.1. OC 5.2. Psychology of advertising Corporate public relations Management of consumer loyalty Intellectual property Entrepreneurial law Legal support of advertising and public relations Crisis communications Marketing innovations Non-commercial advertising Risks in marketing

19 Total volume of optional components: 30 - Practical training Practical Training (pre-diploma) 9 credit Attestation Preparation and defense of final qualifying 12 work TOTAL EP VOLUME 90 -

20 Attestation Attestation of graduates of the educational program of specialty 075 «Marketing» (specialization «Advertising business») is carried out in the form of public defense of final qualifying work in accordance with the Regulations on the graduation qualification project (work) approved by the Scientific Council of KNUTE on January 28, 2016 (protocol No. 7). The document of the definite model for the award of master's degree with the qualification: the degree of higher education «Master» specialization «Marketing» specialization «Marketing» is issued. Master degree of specialty «Marketing», specialization «Advertising business» is given for students who received from 60 to 100 points during attestation. The final qualifying work must demonstrate the ability of the graduate to solve complex tasks and problems in marketing through research and/or innovations upon availability of uncertain conditions and requirements. The final qualifying work must be tested for plagiarism.