Larysa Shaulska

The article presents a methodology for developing the marketing strategy for the adoption of optimal managerial solutions by means of smart analytics. Such issues as marketing strategy modeling methods; software products based on the integration of smart analytics; optimal choosing electro mobile and others have been considered. The main subject of the article is constructing an optimal decision-making model using a combination of classical statistical and mathematical methods and models, as well as modern information technologies including methods of smart analytics. The conceptual scheme of the effective marketing management has been created according to the structural components: information, statistical, mathematical, analytical and technological etc. The structure and main features of every component have been considered in detail. The created conceptual scheme of the effective management was demonstrated through the simple example of optimal choosing electro mobile. To investigate sales on electro mobiles Ukrainian market a set of factors has been considered. According to them the correlation and cluster analyses have been conducted. The main factors, which are the most influent for the price of electro mobile on Ukrainian market have been revealed. All considered models of electro cars have been divided onto three groups depending on the characteristics price–quality.

Implementing performance management systems, including the KPI (Key Performance Indicators) system, at the university level faces many difficulties. The study aims to determine the problems of formation and implementation of the system of KPIs at the HEIs (higher education institutions) level based on the case study. Methodologically the study is based on the analysis of the case of the KPI system implementation at Vasyl’ Stus Donetsk National University (Ukraine) using a 3-year project survey of managers and employees of structural units about self-analysis of deviations and perception of each performance indicator. The essential subjective factor – irrational participants’ behavior – is demonstrated, reflected in their resistance, fear, and lack of acceptance of innovations in assessment processes, which needs to delineate tools for effective KPI system implementation (reduction of its negative influence and growth of the personnel loyalty). The main organizational obstacles that reduce such a measurement system’s efficiency are incomprehensibility, difficulty of evaluation, non-influence or independency of indicators from the efforts of respondents, poor communication, and motivation to achieve them. The analysis results allowed providing the recommendations that could contribute to the formation of reflexive and active management culture in the strategic management system and a culture of productive dialogue through vertically and horizontally management interaction.