Educational Courses
of Marketing
Course Title Brief abstract BACHELOR’S PROGRAM
COURSES DIGITAL-MARKETING The discipline provides higher education students with knowledge
in the field of the theory and practice of digital marketing,
acquisition of skills in development of marketing strategies in the
context of digitalization, enables the selection of effective
digital marketing tools for interaction with target audiences, and
supports the selection of relevant content for establishing
long-term communication with users. ANALYSIS OF CUSTOMER DATA The discipline provides higher education students with
comprehensive theoretical and practical knowledge of the
collection, processing, analysis, and interpretation of customer
data in marketing. The subject of study includes contemporary
analytical methods and tools that enable enterprises to effectively
work with consumer information, make informed managerial decisions,
and enhance the effectiveness of customer interaction in the
digital environment. BRANDING The discipline provides higher education students with a
comprehensive understanding of the essence of a modern integrated
system of theoretical knowledge and practical skills related to the
fundamental concepts of branding, as well as its legal, economic,
and accounting aspects; develops core competencies in planning,
development (creation and building), positioning, brand
communication, promotion of business brands, and their effective
management; supports the creation of a unique image to enhance
brand recognition and attract customers; and ensures the
acquisition of key principles and approaches to the use and
application of branding tools in the Internet environment and the
advertising industry at both local and global levels. ELECTRONIC COMMERCE The discipline provides higher education students with
theoretical knowledge of the fundamental concepts of e-commerce;
the principles underlying the development of effective
organizational and management models of e-commerce for business
entities in goods and services markets; the infrastructure of
e-commerce; methods for evaluating and improving the effectiveness
of e-commerce business models; and develops skills in assessing the
socio-economic effectiveness of managerial decisions in the field
of retail and wholesale e-commerce. MARKETING The discipline provides higher education students with
theoretical knowledge of a system of specialized knowledge in the
field of marketing and facilitates the acquisition of practical
skills in marketing activities, aiming to prepare them for the
effective use of marketing methodology and tools in their future
professional activity. MARKETING RESEARCH The discipline provides higher education students with a
comprehensive system of theoretical knowledge and practical skills
in planning, organizing, and conducting marketing research aimed at
obtaining information to address managerial problems, as well as
reducing the level of uncertainty in the marketing environment when
making managerial decisions. MARKETING COMMUNICATIONS The discipline provides higher education students with a system
of theoretical and applied knowledge of the fundamentals of
marketing communications, the core content and development
directions of the elements of the marketing communications system;
the characteristics and types of the main advertising tools, public
relations activities, direct marketing, sales promotion, and other
integrated marketing communication tools; and the principles of
managing the marketing communication activities of an
enterprise. BUSINESS PSYCHOLOGY The discipline provides higher education students with
theoretical knowledge of the fundamental concepts of business
psychology; develops an understanding of the role of personality in
business processes; covers human resource management and the
psychological characteristics of business processes; provides a
comprehensive understanding of the psychology of business
organizations as a system; and focuses on the practical resolution
of psychological issues related to the business sphere. ADVERTISING The discipline provides higher education students with a system
of applied knowledge in the field of advertising and develops an
understanding of the conceptual foundations of the selection, use,
and role of advertising as an element of the marketing system; the
substantiation of the goals, objectives, and capabilities of online
advertising; the characteristics of the main channels and media of
online advertising; and the tools for managing and analyzing
advertising in the Internet environment. SOCIOLOGY The discipline provides higher education students with
theoretical knowledge of the fundamental concepts of the system of
sociological knowledge, fosters independent and critical
understanding of the social life of contemporary Ukraine, and
encourages active participation in addressing social problems of
Ukrainian society. ENTREPRENEURSHIP The discipline provides higher education students with
theoretical knowledge of the fundamental concepts of the essence of
entrepreneurial activity, the content of its individual areas, and
the system of indicators that characterize the efficiency of
enterprise performance, as well as its financial stability and
economic security. LAW The discipline provides higher education students with a
comprehensive understanding of the essence of the state and law,
and the legal regulation of political, property, and social
relations in Ukraine; develops skills in the use of legal
terminology, working with legal and regulatory acts, and drafting
legal documents; and fosters the ability to apply legal norms in
future professional activities. MARKETING MANAGEMENT The discipline provides higher education students with a
comprehensive system of theoretical knowledge and practical skills
in marketing planning and the substantiation of marketing strategy
to ensure the achievement of marketing objectives and enhance the
effectiveness of an enterprise’s marketing and overall business
activities. INTERNATIONAL MARKETING The discipline provides higher education students with
systematic theoretical knowledge of the essence and specific
features of international marketing, the patterns of functioning of
international markets, the organization and management of
international marketing activities, and the methods for developing
and implementing marketing strategies in a global competitive
environment; and ensures the acquisition of practical skills in
applying marketing tools in solving strategic and tactical tasks in
international markets. FORECASTING OF DIGITAL CONSUMER BEHAVIOR The discipline provides higher education students with
systematic theoretical knowledge, analytical abilities, and
practical skills in researching, modeling, and forecasting digital
consumer behavior in modern information ecosystems (social media,
marketplaces, mobile applications, streaming, service, and brand
platforms). The course is aimed at mastering behavioral analytics
tools and technologies for data collection, processing, and
interpretation, enabling the identification of patterns and
dynamics of users’ online activities in the Internet environment
and the development of predictive models for making effective
marketing decisions. CONSUMER BEHAVIOR The discipline provides higher education students with
theoretical knowledge of the study of consumer market behavior and
market segmentation based on identified patterns of consumer
behavior; examines how people make purchase decisions and use goods
and services, analyzing both conscious and subconscious processes
that precede or accompany these actions. CREATIVE ADVERTISING The discipline provides higher education students with
theoretical knowledge of the essence of advertising creativity, its
role in the development of advertising ideas and communication
strategies, contemporary creative technologies, and methods of
stimulating creative activity, as well as practical skills in
developing creative solutions, slogans, naming, semiotic systems,
and analytical support of advertising activities. The aim of the
discipline is to develop competencies necessary to enhance the
effectiveness of advertising campaigns, apply creative approaches
to the promotion of products and services, optimize resources, and
address the needs of target audiences. COMMODITY SCIENCE The discipline provides higher education students with
theoretical knowledge of the factors influencing the formation of
consumer properties and value, indicators of consumer properties,
classification, assortment, and requirements for quality, safety,
packaging, labeling, transportation, and storage of various groups
of food and non-food products; and develops practical skills in
assortment formation and evaluation, comparative analysis of
consumer properties, and quality assessment of goods, enabling
future specialists to carry out effective marketing activities,
build competitive advantages for enterprises in the market, meet
consumer needs, and create effective advertising. ECONOMIC THEORY The study of the discipline contributes to the formation of an
economic culture of thinking and understanding of the economic
relations of society, comprehension of the mechanism of functioning
of the national economy, and the acquisition of skills in
microeconomic analysis of the behavior and interaction of
individual market participants; develops the ability to navigate
theoretical regularities and the specific features of the
development of economic systems in general and the national economy
in particular; fosters understanding of the main regularities and
principles of the functioning of a market economy; and promotes
awareness of contemporary processes of the globalization of
economic life. ECONOMICS OF ADVERTISING ENTERPRISES The discipline develops students’ modern economic and analytical
thinking and provides a system of specialized knowledge of the
fundamental concepts underlying the theoretical foundations of the
economic and financial activities of enterprises in the advertising
services market, the content of specific areas of activity of
advertising business enterprises and their interrelationships; and
equips future specialists with practical skills in developing and
evaluating the implementation of plans based on a coordinated
system of performance indicators to assess the effectiveness of
business processes of an advertising enterprise as a whole or of an
individual advertising product. AUDIOVISUAL PRODUCTION The discipline provides students with a comprehensive
understanding of audiovisual production as a synthesis of creative,
technological, and managerial processes and equips them with
practical skills across the full production cycle—from idea
generation to distribution—using contemporary pre-production,
production, and post-production tools, including AI-based
generative technologies. It promotes the development of systemic
creative thinking, visual and aesthetic perception, emotional
intelligence, and critical thinking. The aim of the discipline is
to develop professional and creative competencies that enhance the
quality of audiovisual projects, optimize production processes, and
ensure effective communication with consumers across multiple
platforms. INTERNET ADVERTISING The discipline provides higher education students with
systematic theoretical knowledge and practical skills in applying
digital marketing tools in the online environment. The course
covers fundamental and contemporary technologies of online
advertising, programmatic ecosystems, SEO/SEM, web analytics, lead
generation, and artificial intelligence tools for automating
advertising processes. The discipline is aimed at developing skills
in planning, launching, optimizing, and evaluating online
advertising campaigns.. MASTER’S PROGRAM
COURSES DIGITAL-MARKETING The discipline provides higher education students with knowledge
in the field of digital marketing theory and practice; develops
skills in designing marketing strategies in the context of
digitalization; enables the selection of effective digital
marketing tools for engagement with target audiences; and ensures
the selection of relevant content for establishing long-term
communication with users. MARKETING-MANAGEMENT The discipline provides higher education students with
theoretical knowledge and practical skills through the application
of specific tools, enabling future specialists to develop the
ability to creatively identify directions and reserves for
improving the processes of managing the marketing activities of an
enterprise. WEB-ANALYTICS The discipline provides higher education students with
systematic theoretical knowledge of the essence, objectives, and
tools of web analytics, as well as metrics for evaluating the
effectiveness of web resources and the specifics of collecting,
processing, and visualizing user behavior data in the digital
environment. It develops practical skills in configuring and using
web analytics systems (Google Analytics 4, Meta Business Suite,
etc.), building key performance indicator (KPI) systems, analyzing
conversion paths, studying user behavior, planning and conducting
A/B testing, using BI services to create dashboards, and applying
web analytics to support marketing decisions, develop e-commerce,
and ensure data protection and privacy. INTERNET-MARKETING The discipline provides higher education students with knowledge
in the field of Internet marketing theory and practice; ensures the
acquisition of skills in the development of effective marketing
strategies in the online environment; enables the selection of
optimal channels for engagement with users in the digital
environment; and supports the identification and promotion of
content aimed at engaging target audiences. MOBILE MARKETING The discipline provides higher education students with a modern
integrated system of theoretical knowledge and practical skills
related to the implementation of marketing activities using mobile
technologies; ensures the acquisition of skills in solving tactical
business tasks using mobile marketing tools. DIGITAL MARKETING TECHNOLOGIES The discipline provides higher education students with a
comprehensive system of theoretical knowledge and practical skills
for conducting marketing activities using digital technologies, as
well as digital marketing channels and methods; ensures the
acquisition of skills in the development of digital marketing
strategies and the substantiation of tools for their effective
implementation. DIGITAL TECHNOLOGIES IN BUSINESS The discipline provides higher education students with a
comprehensive understanding of modern digital technologies and
their impact on the transformation of business processes,
management models, and enterprise competitiveness. The course
covers the concepts of the digital economy, digital interaction
tools, data analytics, cloud solutions, artificial intelligence,
blockchain, the Internet of Things, and business process automation
systems. BRAND MANAGEMENT The discipline “Brand Management” provides higher education
students with a comprehensive system of theoretical knowledge and
practical competencies in managing brands as intangible assets of
an enterprise. The course ensures the acquisition of knowledge of
conceptual approaches to brand creation and development, methods
for diagnosing brand attributes, criteria for evaluating brand
strength and value, as well as tools for managing brand identity,
communications, and consumer interaction. The acquired knowledge
and competencies enable students to justify the selection of brand
management tools, make professional managerial decisions in the
field of brand management, and ensure systematic brand management
in a competitive and dynamic market environment. BRAND STRATEGY The discipline provides higher education students with a
comprehensive system of theoretical knowledge and practical skills
related to the development of brand strategy; ensures the
acquisition of skills in forming a comprehensive strategy for brand
development, positioning, and promotion in the market; provides
practical skills in creating, implementing, and evaluating
(monitoring) brand strategy, as well as in the effective
application of strategic branding tools to achieve strategic and
tactical objectives of an enterprise and improve its competitive
position; and contributes to the effective organization of
strategic brand management. REPUTATION MANAGEMENT The discipline provides higher education students with
systematic theoretical knowledge and practical skills in managing
the reputational capital of an organization in a dynamic
socio-economic environment and under contemporary global
challenges. The course ensures the acquisition of knowledge of the
essence of corporate and national reputation, mechanisms of its
formation, maintenance, development, protection, and
transformation, as well as modern models, tools, and technologies
of reputation management. Particular attention is given to methods
for evaluating the effectiveness of reputation strategies,
reputation risk management, crisis response measures, and ethical
aspects of reputational activity. STRATEGIC MARKETING The discipline provides higher education students with
systematic theoretical knowledge and practical competencies in the
development, substantiation, and implementation of marketing
strategies as a key tool for the long-term development of an
enterprise. The course ensures the acquisition of knowledge of the
principles of strategic thinking, the role of strategic marketing
in the overall management system of an enterprise, methodological
approaches to the analysis of the external and internal marketing
environment, and methods for setting strategic objectives. The
acquired knowledge and practical skills enable students to conduct
comprehensive market analysis, develop and structure marketing
strategies, and make informed managerial decisions in conditions of
competition and increased uncertainty. DIGITAL MARKETING TECHNOLOGIES The discipline provides higher education students with a
comprehensive system of theoretical knowledge and practical skills
for conducting brand marketing activities using digital
technologies, as well as digital marketing channels and methods;
ensures the acquisition of skills in the development of a brand’s
digital marketing strategy and the substantiation of tools for its
effective implementation. PROJECT MANAGEMENT The discipline provides higher education students with
systematic theoretical knowledge and practical skills in modern
approaches, methods, and tools of project management in a dynamic
market environment. The course ensures the acquisition of knowledge
of the principles of project initiation, planning, implementation,
monitoring, control, and completion, as well as approaches to
managerial decision-making under conditions of uncertainty and
risk. Particular attention is given to the development of
competencies in working with project teams, managing resources,
timelines, budgets, quality, communications, and stakeholders, as
well as ensuring the achievement of project objectives within
defined constraints. VALUE-ORIENTED MANAGEMENT The discipline provides higher education students with
systematic theoretical knowledge and practical competencies in
value-oriented management as a modern management paradigm aimed at
creating, measuring, and developing the socio-economic value of an
enterprise, the consumer value of products and services, and brand
value. The course ensures the acquisition of knowledge of the
conceptual framework of axiology, the nature and classification of
values, the essential characteristics of the concept of “value” and
its relationship with the concepts of “cost” and “utility,” the
economic prerequisites for the application of value theory in
enterprise management, and the functions of values within the
management system. MARKETING MANAGEMENT The discipline provides higher education students with
theoretical knowledge and practical skills through the application
of specific tools, enabling the development of their capacity for
creative identification of directions and reserves for improving
the management processes of a company’s marketing activities. BUSINESS SECURITY The discipline provides higher education students with a
comprehensive understanding of the nature and content of business
security, its forms and methods of organization, and develops
practical skills in applying principles, techniques, and methods
for ensuring security. It also equips students with the ability to
solve professional tasks related to the organization of business
entities’ activities and to address challenges in crisis
situations, taking into account both internal and external
factors. CHANGE MANAGEMENT The discipline provides higher education students with an
integrated system of theoretical knowledge and applied
research-oriented skills in managing organizational change. It
develops an understanding of the principles and specific features
of applying modern change management tools, as well as skills in
evaluating the effectiveness and performance of change management
processes. DIGITAL TECHNOLOGIES IN ADVERTISING The discipline provides higher education students with
systematic theoretical knowledge and practical skills in the
application of modern digital technologies in advertising,
including augmented reality (AR), virtual reality (VR), mixed
reality (MR/XR), 3D modeling, and artificial intelligence tools.
The course focuses on mastering the principles of AR/VR content
creation, using digital platforms for developing interactive
advertising solutions, and applying generative AI algorithms for
producing creatives, texts, videos, and other media content
formats. INTERNET MARKETING The discipline provides higher education students with knowledge
in the field of Internet marketing theory and practice, acquisition
of skills in developing effective online marketing strategies,
selection of optimal channels for interaction with users in the
digital environment, and identification and promotion of content
that enables engagement with target audiences.
