Sychova Olena, PhD in Economics, Associate Professor, Associate Professor of the Management and Public Administration Department, Kharkiv National University of Civil Engineering and Architecture, Kharkiv, Ukraine

ORCID ID: 0000-0002-2924-2084
e-mail: salamandra7077@gmail.com

Substantiation of Strategic Management Decisions when Choosing a Management Methodology for an Effective Communication System of the Enterprise

Abstract. Introduction. In recent years, along with the growing role of marketing, the role of marketing communications has increased. Effective communication with consumers has become a key factor in the success of any organization. Modern marketing requires much more than creating a product or service that meets customer needs. Businesses should communicate with customers, and there should be nothing accidental in the content of communications.

Purpose. The aim of the work is to study and substantiate strategic management decisions when choosing a management methodology for an effective communication system of the enterprise.

Results. Based on the results of the analysis of known communication models, two different approaches to their description have been established and a model of communication process has been built. As a methodological basis of the management process, a hierarchical model of communication goals and effects has been proposed. To control the key stages of the communication process, management decisions, a system of performance indicators has been proposed. The proposed method of goal formation and management mechanism provide scientific novelty and will allow companies to analyze the effectiveness of their communication strategy, develop an effective strategy, improve the organizational and functional management structure, improve the implementation of management decisions on marketing communications and move to planning the company’s communications system.

Conclusions. The organization of the proposed changes will help improve communication between business and consumers, increase market share, ensure consumer awareness, improve the company’s image and provide effective feedback. The effectiveness of assessing the implementation of communications, in our opinion, will determine how satisfied the information and communication needs of both management and control subsystems, as well as the external environment, and on this basis the company’s management will be able to make informed decisions. It is possible to predict the probability of successful implementation of communication measures based on the coefficients of management adequacy and consent in the team.

Keywords: communication system; management; enterprise; strategy.

References:

1. Atia, M. &  Makdonald, Y. (2017) Introduction to commutative algebra : Per z anhl. M. : Ekonomika [in Russian].
2. Bagiev, G. L., Tarasevich, V. M.  & Ann, KH. (2011) Marketing.  M. : Ehkonomika [in Russian].  
3. Harkavenko, S. S. (2014) Communication policy. Libra [in Ukrainian]
4. Gari, А. (2018) Basics of marketing. (4-e ed: translated from English) Moscow : Vil’yams [in Russian].
5. Balabanova, L. V. (2012) Strategic marketing : pidruchk. Tsentr uchbovoi literatury [in Ukrainian].
6. Johnson, M., Christensen, K. & Kagermann, H. (2009) Inventing a New Business Model.  Strategies, 1–2, 14 [in Englihs].
7. Zub, A. T. (2012) Strategic management : Teoriia y praktyka : Navchalnyi posibnyk dlia VNZ.  M. : Aspekt Press [in Ukrainian]
8. Ansoff, І. (1989) Strategic management. M., Ehlektronnaya publikaciya : Centr gumanitarnykh tekhnologij. 20.02.2012. Retrieved from : https://gtmarket.ru/laboratory/basis/41558 [in Russian].
9. Kudenko, N. V. (2012) Strategic marketing: pidruchnyk. K. : KNEU  [in Ukrainian]
10. Shubina, A. A. (2017) Strategic marketing : novye resheniya : monografiya.  Doneck: DoNNUEHT [in Russian]
11. Strupynska, N. V. (2011) The effectiveness of marketing activities. Torhivlia i rynok Ukrainy : temat. zb. nauk. pr.  Donetsk : DonNUET. 31. 153-159 [in Ukrainian].
12. Sudomyr, S. M. (2011) Enterprise development strategy and its target orientation. Innovatsiina Ekonomika : naukovyi zhurnal. 21. 67-69 [in Ukrainian].
13. Finkel’shtejn S., Kharvi CH. &  Loton, T. (2017) Breakthrough strategy. K. : Companion Group [in Ukrainian].
14. Tsyhankova, T. M. (2007) Modern models and trends in strategic marketing. Marketynh v Ukraini. 2. S. 31 [in Ukrainian].
15. Tsikh, H. (2018) Features of choosing a marketing strategy. Halytskyi ekonomichnyi visnyk. №2(27) .79-83 [in Ukrainian].
16. Chukhrai, N. I. (2011) Marketing innovation. Lviv : Vyd-vo Lvivskoi politekhniky [in Ukrainian].
17. Yanevych, M. (2017) Strategic management of the enterprise on a marketing basis. Ukrainska nauka : mynule, suchasne maibutnie.  14/15. 325-334 [in Ukrainian].