Browsing by Author "Ponomarenko, Ihor"

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    Blockchain Applications in Digital Marketing
    (CEUR Workshop Proceedings, 2023-02-28) Buhas, Vasyl; Ponomarenko, Ihor; Ramskyi, Andrii; Fedorchenko, Andrii; Федорченко, Андрій Васильович; Федорченко, Андрей Васильевич; Roskladka, Andrii
    The modern world is characterized by the intensification of the development of innovative technologies and their active introduction into various types of economic activity. Digitalization processes involve the use of a large number of specialized pieces of equipment that are connected to the Internet and implement specific functions. In a constructed system, server technologies, which allow to accumulation of large volumes of various information (structured, semi-structured, and unstructured) and process it owing to the powerful computing capabilities of Network-attached storage, acquire paramount importance. Powerful equipment for the implementation of complex mathematical models using large volumes of information contributed to the active development and use of various machine learning algorithms. Thanks to the application of various machine learning approaches, it is possible, based on the available information, to identify hidden relationships and develop effective management solutions that will allow optimizing existing processes at the micro, macro, and meso levels. The increase in the amount of information leads to the need to ensure the security of both individual users and large confidential databases. At the current stage of development, blockchain technology is actively used to ensure information security and prevent the falsification of information in databases. This technology is a modern data management system that allows you to place information in blocks in a specific way, control changes in transactions with a large number of independent electronic devices that coordinate any manipulations with existing data in the system. The effectiveness of using blockchain technology in the cryptocurrency market has led to the popularization of this approach in other types of economic activity. Since digital marketing, which generates large volumes of valuable information, is an integral part of the modern economic system, blockchain technology is used by companies to ensure a high level of reliability in the existing data protection system. The use of blockchain in the digital marketing system allows a company to increase the level of trust of the target audience and gain competitive advantages over other market participants.
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    Використання менеджменту на ринку освітніх послуг
    (Мукачівський державний університет, 2024) Пономаренко, Ігор Віталійович; Ponomarenko, Ihor; Віннікова, Інна Ігорівна; Vinnikova, Inna; Банщиков, Петро Гаврилович; Banshchykov, Petro
    У статті представлено особливості розвитку ринку освітніх послуг в Україні в сучасних умовах. Розкрито негативні наслідки військових дій на навчальний процес. Значну увагу приділено дослідженню динаміки чисельності населення у вікових групах, які навчаються у різноманітних закладах освіти. Встановлено, що основну чисельність сучасних студентів у закладах вищої освіти складають представники покоління Z. Доведено необхідність формування унікальних брендів для закладів вищої освіти з метою забезпечення пізнаваності на ринку освітніх послуг та забезпечення конкурентоспроможності. Наведено основні елементи бренду, які повинні використовуватись закладами вищої освіти в процесі реалізації ефективних маркетингових стратегій. Доведено доцільність використання маркетинг-менеджменту для просування закладу вищої освіти та освітніх програм на ринку, а також забезпечення ефективності комунікацій з цільовою аудиторією. Обґрунтовано необхідність використання інструментів цифрового маркетингу в процесі управління іміджом закладу вищої освіти. The article presents the features of developing the educational services market in Ukraine in modern conditions. The negative consequences of military actions on the educational process are revealed. Considerable attention is paid to analyzing the dynamics of the population in age groups studying in various educational institutions. It is established that the main number of modern students in higher education institutions is made up of representatives of Generation Z. The importance of interaction with representatives of the Alpha generation is also emphasized, since shortly this generation will form the demand for higher education. The need to form unique brands for higher education institutions is proven to ensure recognition in the educational services market and ensure competitiveness. The main elements of the brand that higher education institutions should use in the process of implementing effective marketing strategies are presented. The feasibility of using marketing management to promote a higher education institution and educational programs in the market, as well as to ensure the effectiveness of communications with the target audience, is proven. The process of managing marketing activities is complex and includes planning based on scientifically sound principles, promoting a higher education institution and its educational programs in the market, and ensuring effective communication with the target audience. The need to use digital marketing tools in the process of managing the image of a higher education institution is substantiated. Continuously conducting a comprehensive analysis of the educational services market to identify current needs and adjust the marketing strategy following modern conditions. Using effective communication tools, particularly in the digital environment, to establish interaction with the target audience. Marketing management involves the use of relevant content that allows one to interact with the target audience in the digital environment and demonstrate the competitive advantages of the relevant higher education institution.
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    Особливості застосування методу кластеризації в маркетингових дослідженнях фармацевтичного ринку України
    (Державний університет «Одеська політехніка», 2023) Федорченко, Андрій Васильович; Fedorchenko, Andrii; Федорченко, Андрей Васильевич; Кулик, Анатолій Борисович; Kulyk, Anatolii; Кулик Анатолий Борисович; Пономаренко, Ігор Віталійович; Ponomarenko, Ihor
    Статтю присвячено особливостям використання кластерного аналізу для виокремлення груп фармацевтичних підприємств, що функціонують на фармацевтичному ринку України на основі використання уніфікованої системи показників оцінювання результативності їх діяльності. Наведено ключові особливості застосування методу кластеризації, що дозволить сформувати групи з окремих елементів досліджуваної сукупності на основі науково обґрунтованих підходів та розробити згідно з отриманими результатами продуктивні управлінські рішення в сфері їх маркетингової діяльності. Проаналізовано сучасний стан і ключові тенденції розвитку фармацевтичного ринку України. Кластерний аналіз реалізовано за допомогою бібліотеки Sklearn в середовищі jupyter notebook. Для визначення кількості кластерів використано метод силуета. The aim of the article. The purpose of this study is to group companies operating on the pharmaceutical market of Ukraine, using clustering methods based on sets of statistical indicators of their activities for the period 2008-2022, with the aim of the isolated groups further evaluating in terms of perspectives for the development of their marketing activities in this market. Analysis results. The article is devoted to the features of the cluster analysis using with the aim to distinguish groups of pharmaceutical enterprises operating on the pharmaceutical market of Ukraine based on the use of a unified system of performance indicators. Key features of the clusterization methods application are given, which will allow to form groups from individual elements of the studied population based on scientifically proven approaches and to develop productive managerial solutions in the field of their marketing activities in accordance with the obtained results. The current state and key trends in the development of the pharmaceutical market of Ukraine are analyzed. Cluster analysis was implemented using the Sklearn library in the jupyter notebook environment. The Silhouette method was used to determine the number of clusters. At the final stage of clusterization it is necessary to profile the selected clusters by describing their key parameters and characteristics. As a result, three clusters were obtained, which are conventionally named as "Leaders", "Average" and "Outsiders" in accordance with the revealed characteristic features and indicators of market activities performance of the studied enterprises.In this way, the method cluster analysis makes it possible to consolidate a large number of competing enterprises fairly quickly by a set of indicators important for researchers, which have different natures, measurements, sources of their generation, as well as different frequencies of relevant calculations. In turn, the visualization of the results of this method application allows to visualize the promising directions of a more in-depth marketing analysis of the features of the market activity of competing pharmaceutical enterprises. Conclusions and directions for further research. Clustering of enterprises operating on the pharmaceutical market of Ukraine allows to visualize their current market positions on the basis of the consolidation of both the observation units themselves and the key indicators of their activities. It also allows to identify the main features and characteristics of their marketing activities, which is a valuable resource for further competitive benchmarking by those pharmaceutical companies that claim to strengthen their own market positions based on the development and practical application of effective marketing strategies and tactics of their activities in conditions of increased competition on the market and a number of negative trends currently taking place on it.