Slyvka Dariia2024-09-192024-09-192020https://ur.knute.edu.ua/handle/123456789/646FINAL QUALIFYING PAPERThe relevance of the topic of the thesis lies in the fact that currently there is an active development of marketing both in the whole world and in Ukraine. Competition in the global market is intensifying, and, therefore, companies need to spend more money on promoting their own product so that it does not get lost among the mass of others, on the creation of unique, fundamentally new products. American and European companies give leading role to research and development activities. To optimize the work, the sellers are equipped with laptop computers that allow them to control the inventory in the warehouse and the activities of competitors: the central office is immediately informed about the end of inventory in any of the stores or about the actions of competitors[1]. There is an intensive development of technology. For example the use of interactive CD players and electronic scanners at retail locations. Marketers understand the need to target specific market segments to avoid unnecessary costs and maximize consumer exposure. At the same time, the global economic crisis has led to a reduction in marketing budgets. However, this increases the need to find economic and at the same time effective ways of communicating with consumers. Therefore, the role of integrated marketing communications is increasing every day. Competition is also intensifying, so only those companies that know and understand their consumers and competitors well, conduct an effective communication policy, will be successful in the market [2,3]. Shifting interests from mass to targeted marketing, as well as dynamic development of communication channels and tools promotions set a new challenge for marketers. The modern consumer is exposed to numerous and varied information about the company. However, buyers do not distinguish between sources of advertising messages the way marketers do. The messages they receive through a variety of media - advertising, personal selling, sales promotion, public relations, or direct marketing - create an overall impression of the company. If information coming from different sources is contradictory, this provokes distrust in the company and its products. Companies often fail to properly coordinate the activities of their communication channels. As a result, the consumer cannot understand a large number of messages. Currently, the concept of integrated marketing communications (IMC) is gaining more and more popularity, coordinating all types of promotion - advertising, personal sales, sales promotion and PR in order to reach all target audiences with a single message. This approach is more modern and allows solving the problems associated with traditional promotion. 1) a single funding is introduced and the conflict over budgets in different directions of promotion is eliminated, which takes time and effort. 2) a single "control center" for the product promotion campaign appears. 3) unified campaign planning is introduced. This eliminates the effect of sending out various and often conflicting "messages" about the product. 4) And most importantly, this approach is at least 2 - 2.5 times cheaper than the traditional one. Significant savings are possible because integrated marketing communications allow you to opt out of direct advertising on television[6]. General issues of theory and practice the application of marketing communications was given much attention in the works the following foreign authors: F. Kotler, D. Schultz, S. Tannenbaum, R. Lauterborn, J. Burnett, S. Moriarty, P. Smith, K. Barry, A. Pulford, G. Dowling. Among Russian and Ukrainian authors studying this direction of marketing communications, it is necessary to note EN Golubkov, AND. Primak, F.I. Sharkova, E.V. Romat, V.I. Cherenkovaand others. Analysis of the scientific literature related to the topic of the thesis allows us to conclude that there is a fairly high level of elaboration of various theoretical and practical aspects of integrated marketing communications. The growing role of marketing communications, their consistency and control made it necessary to expand the scale of scientific research substantiating ways to solve managerial tasks for the coordination and assessment of the effectiveness of the marketing departments of companies. The aim of the thesis is to study the theoretical and methodological aspects of an integrated system of marketing communications and, on its basis, develop directions for the development of the company in the context of the concept of integrated marketing and communications. Achieving this goal implies the need to solve the following tasks: - consider the role and importance of integrated marketing in company management; - to characterize the evolutionary path of marketing and its concepts; - to reveal the essence of the marketing communications system at the enterprise; - to identify the features and tools of integrated marketing communications; - to characterize enterprise development programs as an integrated marketing tool; - to analyze the concept of marketing and marketing communications at the club restaurant «Filin»; - develop directions for the company's development in the context of the concept of integrated marketing and communications and assess the effectiveness of the proposed activities[7]. The subject of the thesis is the marketing communications of club restaurant Filin. Subject of work - methods of integrated marketing communications for modeling the behavior of consumers of an enterprise. In the course of the study, a systematic approach, methods of scientific research, including statistical, economic analysis, expert assessments, generalizations, questionnaires, synthesis, formalization, observation, induction, were used. The theoretical significance of the work lies in the fact that the theoretical and scientific- methodological developments presented in the thesis contribute to the development of integrated marketing communications in a commercial organization. The practical significance of the study is determined by the possibility of widespread use of the results obtained for the development of the company in the context of the concept of integrated marketing communicationsenOther