Marketing WSE-EK-PM

A. Knowledge:
1. Knowledge of marketing as a market activity, its components, and marketing concepts and terms. Their significance and links to advertising. The impact of marketing on individuals, society, and market entities.
2. Knowledge of the components of strategic marketing planning.
3. Knowledge of the marketing environment.
4. Knowledge of key consumer behaviours and ways of establishing and maintaining customer relationships.
5. Basic knowledge of marketing concepts; marketing mix, promotion mix, determinants of advertising effectiveness.
6. Knowledge of the place of advertising in the communication process, links with PR and sponsorship.
7. Knowledge of persuasive techniques, the structure of advertising messages and the impact of advertising.
8. Knowledge of the main terms and concepts related to advertising.
9. Knowledge of communication channels, advertising media, their advantages and disadvantages, and forms of advertising.
10. Knowledge of basic indicators used in media planning for advertising campaigns.
Knowledge of advertising reception research
11. Knowledge of the most commonly used motifs, subjects and references in advertising messages.
12. Knowledge of activities and processes in internet marketing.
B. Skills:
1. Evaluation of marketing and advertising activities.
2. Basic preparation of strategic marketing planning assumptions and definition of the marketing environment.
3. Methods of maintaining customer relations.
4. Selection of advertising tools for the form of communication and definition of the target group.
5. Basic skills in planning, selecting resources and a team, and conducting an advertising campaign.
6. Creating advertising messages
C: social competences:
1. Active participation in social groups at the workplace,
target/task groups set up to solve business problems.
2. Communication with the environment, formulating judgements and opinions, and arguing in their defence.
3. Awareness of ethical behaviour, taking responsibility for tasks assigned in a given discipline.
4. Understanding the mechanisms of the modern world in the area of digital media. Ability to adapt one's competences to different areas (real and digital contact), ability to protect one's data, awareness of traces of activity on the Internet.

4ECTS
Total student workload:
30 hours - conservatories
25 hours - independent work - preparation for classes, studying literature
25 hours - project, paper
15 hours - preparation for the final exam
5 hours - participation in consultations

Assessment criteria
2 – the student has not familiarised themselves with the curriculum, does not demonstrate knowledge of basic marketing concepts, and has not participated in classes or activities

3 – the student has familiarised themselves with the curriculum at a basic level, has completed the minimum range of tasks necessary to learn the basics of marketing, and has participated in classes without demonstrating additional activity

4 – the student has familiarised themselves with the curriculum to a high degree, is able to search for information needed to complete tasks, knows basic concepts in the field of marketing, and is able to search for information on concepts beyond the basic scope, participated in classes, demonstrating additional activity

5 – the student has familiarised themselves with the curriculum to a very high degree, searching for additional information outside the curriculum, the student has mastered basic and additional concepts in the field, knows and is able to solve problem tasks in the field of marketing basics, participated in classes, will be an active listener and speaker, performing additional activities.

Final assessment criteria
Pass with a grade (test), based on activity and work performed by students in the form of case studies, preparation of own papers (essays) and compulsory and additional tasks.
70% final assignment
20% student work (project/paper/case study)
10% class participation

TEACHING METHODS:
Case study, discussion, presentation
Methods of verifying learning outcomes
EK1_U07, EK1_K05 - final assignment, paper, project,

CLASS SCHEDULE: full-time teaching.

% of points – Grade
0-50 – unsatisfactory
51-60 – pass
61-70 – pass with distinction
71-80 – very good
81-90 – very good with distinction
91-100 – excellent

1. Kotler P., Keller K., Marketing, Rebis, Warszawa 2017
2. Kotler P., Armstrong G., Marketing – wprowadzenie, Oficyna Wolters Kluwer, Warszawa 2015.
3. Garbarski L. (red.), Marketing – koncepcja skutecznych działań, PWE, Warszawa 2011.
4. Altkorn J., Strategia marki, Polskie Wydawnictwo Ekonomiczne, Warszawa 1999
5. T. Kramer, Podstawy marketingu. PWE, Warszawa 2004
6. Michalski E. , Marketing, Wyd. Naukowe PWN, Warszawa 2017
7. Ogilvy D, O reklamie, Wydawnictwo Studio Emka, Warszawa 2013
8. Dariusz Doliński, Psychologiczne mechanizmy reklamy, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2005
9. Gędek M, Reklama, Zarys problematyki, Wydawnictwo KUL, Lublin 2013
10. Gajlewicz M., Techniki perswazyjne. Podstawy, Difin, Warszawa 2009
11. Heath R., Ukryta moc reklamy, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2006

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

• Description of WSE-EK-PM in USOSweb