Marketynh
Contents
Program Profile
-
Object of activity:
marketing environment, formation of strategies and development of tools for product assortment, marketing pricing, communications and advertising activities, distribution and exchange of offers that have value for market relations subjects and society.
-
Theoretical content:
theories, concepts, principles, concepts, marketing system, patterns and specifics of markets, consumer behavior, content and stages of marketing activities, marketing strategies and tactics.
-
Methods and technologies:
methodologies, tools, digital and information technologies for the implementation marketing activities: conducting marketing research on the market and the behavior of market participants, segmentation, positioning
-
Tools and equipment:
equipment, software products, networks, services necessary for the successful implementation of marketing strategies, functions and tools.
training of bachelors in marketing who possess theoretical knowledge and practical skills capable of professional improvement and personal development necessary for the implementation of effective marketing activities of the enterprise.
Teaching and Assessment
The teaching of educational components in the program is built on the principles of student-centered learning, using elements of self-study, problem-based learning, and learning through practice.
Approaches to teaching and learning:
– intensive nature (students are actively involved in the educational process through discussions, solving practical cases, meetings of the scientific student circle, participation in case championships, hackathons);
– practical orientation (internships, involvement in market research to solve the needs of local businesses, case studies of national and foreign companies, participation in scientific and practical conferences);- use of innovative technologies (distance learning in the Moodle system, interactive classroom, electronic
textbooks, multimedia technologies for lectures and practical classes, information software products for analysis and research, and practicing digital skills).
Lectures are combined with practical classes, working meetings with marketing specialists, business leaders, presentations of completed tasks. Distance learning, self-study are practiced. Independent work based on textbooks and notes, electronic educational resources, which are in the institutional repository of the scientific library of the Zaporizhzhia Polytechnic National University. Consultations by teachers.
Evaluation of academic achievements of higher education applicants is carried out on a 100-point scale or on a two-point scale (graded-ungraded). Assessment tools: testing, surveys, tests, written exams, tests, differentiated tests, practice report. Positive grades for all forms of control are grades from 60 to 100 points.
Certification is carried out in the form of a comprehensive qualification exam.
Resource Provision
All scientific and pedagogical workers involved in the implementation of the educational program have a scientific degree and/or academic title and a confirmed level of scientific and professional activity that meets the requirements of the Licensing Conditions for the Conduct of Educational Activities. All scientific and pedagogical workers have indicators of academic and professional qualification in accordance with the discipline they teach.
The educational process uses classrooms, a computer laboratory, and a library, the collection of which is formed in accordance with the needs of the educational process.
Reading rooms, a library card, and copying equipment are also available to students and teachers. All university classrooms have access to open Wi-Fi and the Internet.
All necessary social and household infrastructure is available, the number of places in dormitories meets the requirements.
The official website https://wp.zp.edu.ua/ contains information about educational programs, educational, scientific and educational activities, structural divisions, admission rules, contacts.
Information about curricula, class schedules, academic groups, individual plans of students is posted on the university’s educational portal: https://portal.zp.edu.ua/, where authorized and unauthorized users can obtain all the necessary information according to their status.
The materials of educational and methodological support of the educational and professional program are presented in the electronic institutional repository of the scientific library of the Zaporizhzhia Polytechnic National University: https://eir.zp.edu.ua/home
All information electronic resources of the scientific library are available through the university website: http://library.zp.edu.ua/
Free access through the website of the Zaporizhzhia Polytechnic National University to databases of periodicals of professional scientific publications (including in English) is provided by the participation of the university library in the ElibUkr consortium.
Teaching and methodological materials for disciplines are available in the Moodle distance learning system: https://moodle.zp.edu.ua/
Program Competencies
Integral competence
IC – The ability to solve complex specialized tasks and practical problems in the field of marketing activities or in the learning process, which involves the application of relevant theories and methods and is characterized by the complexity and uncertainty of conditions.
-
GC 1The ability to exercise one's rights and obligations as a member of society, to realize the values of a civil (free democratic) society and the need for its sustainable development, the rule of law, the rights and freedoms of man and citizen in Ukraine.
-
GC 2The ability to preserve and multiply moral, cultural, scientific values and achievements of society based on understanding the history and patterns of development of the subject area, its place in the general system of knowledge about nature and society and in the development of society, technology and engineering, to use various types and forms of physical activity for active recreation and leading a healthy lifestyle.
-
GC 3Ability to think abstractly, analyze and synthesize.
-
GC 4Ability to learn and master modern knowledge.
-
GC5Determination and persistence in the tasks set and responsibilities taken.
-
GC6Knowledge and understanding of the subject area and understanding of professional activity.
-
GC 7Ability to apply knowledge in practical situations.
-
GC 8Ability to conduct research at the appropriate level.
-
GC 9Skills in using information and communication technologies.
-
GC 10Ability to communicate in a foreign language.
-
GC 11Ability to work in a team.
-
GC 12Ability to communicate with representatives of other professional groups at different levels (with experts from other fields of knowledge/types of economic activity).
-
GC 13Ability to work in an international context.
-
GC 14Ability to act socially responsible and conscious.
-
GC 15Ability to make decisions and act in accordance with the principle of inadmissibility of corruption and any other manifestations of dishonesty.
-
GC 16Interpersonal interaction skills, the ability to act in a civic-conscious and socially responsible manner, understand and use basic cultural concepts in everyday life, compare the development of Ukrainian culture with the development of cultures of other peoples of the world, in particular the cultures of Western Europe, orient themselves in the main directions of modern Ukrainian culture, be able to give them an objective assessment, the ability to meaningfully and consistently analyze the main cultural eras, their historical and cultural monuments, as well as possess the basic elements of cultural etiquette and demonstrate their comprehensive awareness of issues of Ukrainian culture.
-
SC 1The ability to logically and consistently reproduce the acquired knowledge of the subject area of marketing.
-
SC 2The ability to critically analyze and summarize the provisions of the subject area of modern marketing
-
SC 3The ability to use theoretical provisions of marketing to interpret and predict phenomena and processes in the marketing environment.
-
SC 4The ability to conduct marketing activities based on an understanding of the essence and content of marketing theory and the functional relationships between its components.
-
SC 5The ability to correctly apply marketing methods, techniques and tools.
-
SC 6The ability to conduct marketing research in various areas of marketing activity.
-
SC 7The ability to determine the impact of functional areas of marketing on the results of the economic activities of market entities.
-
SC 8The ability to develop marketing support for business development in conditions of uncertainty.
-
SC 9The ability to use marketing tools in innovative activities.
-
SC 10The ability to use marketing information systems in making marketing decisions and develop recommendations to improve their effectiveness.
-
SC 11Ability to analyze the behavior of market entities and determine the features of the functioning of markets.
-
SC 12Ability to substantiate, present and implement the results of research in the field of marketing.
-
SC 13Ability to plan and implement effective marketing activities of a market entity in a cross-functional context.
-
SC 14Ability to propose improvements to the functions of marketing activities.
-
SC 15Ability to organize and implement marketing activities of an enterprise in social networks and the Internet environment.
-
SC 16Ability to implement the marketing activities of the enterprise in the context of sustainable development goals.
Program Learning Outcomes (PLO)
-
PLO 1Demonstrate knowledge and understanding of the theoretical foundations and principles of marketing activities.
-
PLO 2Analyze and forecast market phenomena and processes based on the application of fundamental principles, theoretical knowledge and applied skills in marketing activities.
-
PLO 3Apply the acquired theoretical knowledge to solve practical problems in the field of marketing.
-
PLO 4Collect and analyze the necessary information, calculate economic and marketing indicators, justify management decisions based on the use of the necessary analytical and methodological tools.
-
PLO 5Identify and analyze key characteristics of marketing systems of different levels, as well as the characteristics of the behavior of their subjects
-
PLO 6Identify the functional areas of marketing activities of a market entity and their relationships in the management system, calculate the appropriate indicators that characterize the effectiveness of such activities.
-
PLO 7Use digital information and communication technologies, as well as software products necessary for the proper implementation of marketing activities and the practical application of marketing tools.
-
PLO 8Apply innovative approaches to the implementation of marketing activities of a market entity, flexibly adapt to changes in the marketing environment.
-
PLO 9Assess the risks of conducting marketing activities, establish the level of uncertainty of the marketing environment when making management decisions.
-
PLO 10Explain information, ideas, problems and alternative options for making management decisions to specialists and non-specialists in the field of marketing, representatives of various structural divisions of a market entity.
-
PLO 11Demonstrate the ability to apply an interdisciplinary approach and carry out marketing functions of a market entity.
-
PLO 12Demonstrate the skills of independent work, flexible thinking, openness to new knowledge, be critical and self-critical.
-
PLO 13Be responsible for the results of their activities, demonstrate entrepreneurial and managerial initiative skills.
-
PLO 14Perform functional duties in a group, propose sound marketing solutions.
-
PLO 15To act socially responsible and socially conscious on the basis of ethical principles of marketing, respect for cultural diversity and values of civil society, while respecting the rights and freedoms of the individual.
-
PLO 16To meet the requirements for a modern marketer, to increase the level of personal professional training.
-
PLO 17To demonstrate skills in written and oral professional communication in the state and foreign languages, as well as the proper use of professional terminology.
-
PLO 18To demonstrate responsibility in relation to moral, cultural, scientific values and achievements of society in professional marketing activities.
-
PLO 19Apply the legal, security and civil principles of national resistance for responsible behavior in war, emergency and crisis situations, adhering to the requirements of legislation, security standards and human rights.
-
PLO 20Demonstrate skills in working with Internet marketing tools.
-
PLO 21Master the cultural conceptual and categorical apparatus, understand the essence of relationships, identify the main patterns of formation and stages of development of national and European culture from antiquity to the present day, recognize the names of outstanding figures of the spiritual culture of mankind.
-
PLO 22Focus on achieving sustainable development goals when carrying out marketing activities.
-
PLO 23Develop and implement tactical marketing plans taking into account industry and regional characteristics of market entities' management
Academic Mobility
All students have the right to implement national credit mobility in accordance with the Resolution of the Cabinet of Ministers of Ukraine No. 579 «On Approval of the Regulation on the Procedure for Implementing the Right to Academic Mobility» dated August 12, 2015 and the Regulation on the Procedure for Implementing the Right to Academic Mobility of Participants in the Educational Process of Zaporizhzhia Polytechnic National Universityhttps://zp.edu.ua/department/sistemnij-analiz-ta-obchisljuvalna-matematika/normatyvna-baza-akademichnoi-mobilnosti/ ( p.5.3.1).
National academic mobility is carried out on the basis of agreements concluded between the Zaporizhzhia Polytechnic National University and higher education institutions of Ukraine: Kyiv National University of Civil Engineering and Architecture (https://zp.edu.ua/uploads/partnery/knuba.edu.ua/Dohovir_pro_orh_proh_vnutr_akadem_mob_zdob_vo.pdf), Lviv Polytechnic National University (https://zp.edu.ua/uploads/partnery/lpnu.ua/Dohovir_pro_spivpratsiu.pdf), National University «Odesa Polytechnic» (https://zp.edu.ua/uploads/partnery/op.edu.ua/Uhoda_pro_partnerstvo_i_spivpratsiu.pdf), State Higher Educational Institution «Priazovsky State Technical University» (https://zp.edu.ua/uploads/partnery/pstu.edu/Dohovir_pro_spivpratsiu.pdf).
International credit mobility is regulated by the Regulations on the procedure for exercising the right to academic mobility of participants in the educational process of the Zaporizhzhia Polytechnic National University (https://zp.edu.ua/uploads/pubdocs/2022/Nakaz_N210_vid_28.06.22.pdf), as well as on the basis of cooperation agreements between the Zaporizhzhia Polytechnic National University and foreign higher education institutions, international organizations, foreign companies: Wroclaw University of Science and Technology (Poland), University of Hradec Králové (Czech Republic), Marie Curie-Skłodowska University (Poland), Wyższa Szkoła Gospodarki w Bydgoszczy, Berlin University of Economics and Law (HWR Berlin), International Academy of Education and Training in Germany (IAW Internationale Akademie), DILLUGIS project https://zp.edu.ua/prodovzhennya-proyektu-dillugis-u-2024-roci. Credit mobility is also provided within the framework of the EU Erasmus+ program on the basis of Learning Agreements.
Foreign Students
Education of foreign higher education applicants is carried out in accordance with the requirements of current legislation on general terms with additional language training.
Regulations on the Department of International Activities and Work with Foreign Students of the Zaporizhzhia Polytechnic National University (https://zp.edu.ua/international-activities/department-of-international-activities-and-work-with-foreign-students/ ); Regulations on the organization of recruitment and training (internship) of foreigners and stateless persons at the Zaporizhzhia Polytechnic National University https://docs.zp.edu.ua/wp-content/uploads/2024/09/pol_pro_org_naboru_ta_navch_inozemtsiv.pdf
Educational Components
| Code | Educational components of the EPP | ECTS credits | Final control form |
|---|---|---|---|
| Compulsory educational components | |||
| CC 1 | Fundamentals of the economic life of society | 5 | Exam |
| CC 2 | Political and legal system of Ukraine | 3 | Test |
| CC 3 | Foreign language | 6 | Exam |
| CC 4 | Mathematics for economists | 6 | Exam |
| CC 5 | Ukrainian language (for professional direction) | 3 | Exam |
| CC 6 | History of Marketing | 3 | Credit |
| CC 7 | Introduction to the specialty | 4 | Credit |
| CC 8 | Health-preserving technologies and contribution to functional development | 3 | Credit |
| CC 9 | Microeconomics | 5 | Exam |
| CC 10 | Regional and international economics | 4 | Exam |
| CC 11 | Information and communication technologies | 7 | Exam |
| CC 12 | Ukrainian culture in the European context | 3 | Credit |
| CC 13 | Marketing (part 1, part 2) | 9 | Exam |
| CC 14 | Fundamentals of Science | 4 | Test |
| CC 15 | Macroeconomics | 5 | Exam |
| CC 16 | Business Economics | 4 | Exam |
| CC 17 | Fundamentals of Finance | 4 | Exam |
| CC 18 | Business Analytics | 6 | Exam |
| CC 19 | Economic and Mathematical Models in Economics | 4 | Exam |
| CC 20 | Ecological Marketing | 3 | Exam |
| CC 21 | Fundamentals of National Resistance | 5 | Differential Pass |
| CC 22 | Fundamentals of Management | 4 | Exam |
| CC 23 | Merchandising | 5 | Exam |
| CC 24 | Marketing Research | 4.5 | Credit |
| CC 25 | Marketing research | 1.5 | Term paper |
| CC 26 | Internet marketing | 6 | Exam |
| CC 27 | Artificial intelligence in marketing | 3 | Credit |
| CC 28 | Logistics | 5 | Exam |
| CC 29 | Commodity market infrastructure | 4.5 | Exam |
| CC 30 | Social media marketing | 4 | Credit |
| CC 31 | Production (general economic) practice | 4.5 | Diff. credit |
| CC 32 | Marketing product policy | 5 | Exam |
| CC 33 | Product and pricing policy in marketing | 3 | Coursework |
| CC 34 | Marketing pricing | 5 | Exam |
| CC 35 | Marketing communications | 5 | Exam |
| CC 36 | Marketing of an industrial enterprise | 4 | Exam |
| CC 37 | Marketing distribution policy | 5 | Exam |
| CC 38 | Services Marketing | 4.5 | Credit |
| CC 39 | Functional Foreign Language Course | 3 | Credit |
| CC 40 | Industrial (Professional) Practice | 4.5 | Differential Credit |
| CC 41 | Qualification exam | 3 | Exam |
| Total number of compulsory educational components | 180 | ||
| Elective educational components | |||
| EC 1 | Disciplines from the departmental and faculty (branch) list for educational programs of the first level of higher education | 42 | Credit |
| EC 2 | Disciplines from the general university list for educational programs of educational programs of the first level of higher education | 18 | Credit |
| Total volume of elective educational components | 60 | ||
| Total volume of the EPP | 240 | ||
Attestation
Certification of applicants for higher education with the degree of «Bachelor» of the educational program «Marketing» specialty D5 Marketing is carried out in the form of a certification exam – comprehensive qualification exam in the specialty (in the mandatory disciplines defined by this educational program). The certification and awarding of the Bachelor of Marketing qualification is carried out by the Examination Commission, the composition of which is determined by the order of the rector.
