Sychova Olena, Candidate of Economic Sciences, Associate Professor of the Department of Management and Public Administration, Kharkiv National University of Civil Engineering and Architecture, Kharkiv, Ukraine

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

Sheenko Anastasiya, master, Kharkiv National University of Civil Engineering and Architecture, Kharkiv, Ukraine

ORCID ID: 0000-0002-9840-0349
e-mail: nastyasheenko@gmail.com

Kashcheev Vitaliy, master, Kharkiv National University of Civil Engineering and Architecture, Kharkiv, Ukraine

ORCID ID: 0000-0002-4193-1026
e-mail: vetal2425@gmail.com

Using Marketing Planning to Improve the Corporate Culture of the Organization

Abstract. Introduction. The article is devoted to the management and strategic planning of the corporate culture of the organization. Ways to improve the corporate culture of the organization through marketing strategic planning are proposed. The concept of expanding the theoretical and methodological basis for the development of corporate culture on the basis of strategic marketing orientation is proposed.

The purpose. The purpose of the article is to expand the theoretical and methodological basis of the concept of corporate culture development on the basis of strategic marketing orientation.

Results. Without denying the position of the cited foreign scientists, only a little generalizing it, we conclude that the marketing strategy is a policy of market activity in the long run, it is decisive among other functional strategies. It is recommended to identify six primary and secondary mechanisms for the introduction of cultural principles, which are essentially factors that determine the formation of corporate culture: the existence of solid barriers; impossibility of substitution of production; a large market share that allows your company to successfully invest using the effect of scale; weak opportunities of buyers at the conclusion of transactions; weakness of suppliers in concluding trade agreements; the existence of rivalry among competitors of the organization under analysis.
The author ‘s methodology for planning the characteristics of a strong corporate culture through marketing activities is proposed.

Conclusion. Corporate culture is a hidden competitive advantage of the company, which is tied to both economic and socio-psychological indicators of the company’s efficiency. Successful world leaders prioritize the development of corporate culture: its values, unique personal characteristics and concern for situations. Distinctive features of an effective corporate culture are a high educational level of employees, their motivation for success, effective leadership, openness to new ideas, high adaptability, focus on long-term goals and great creative potential.Based on the above, we can identify the main criteria by which we can assess the effectiveness of marketing planning of corporate culture – the willingness to take risks; adaptability; attitude to the new; desire to improve the professional level; degree of participation in management decisions; social responsibility; type of relations in the team; type of motivation and control; type of leadership.

Keywords: corporate culture; marketing planning; marketing activities; implementation mechanism; organization culture.

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