1. SylabUZ
2. Wydział Ekonomii i Zarządzania
3. semestr zimowy 2023/2024
4. Zarządzanie - drugiego stopnia z tyt. magistra
5. Innovative methods of promoting the enterprise

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Innovative methods of promoting the enterprise - opis przedmiotu

Cel przedmiotu

Ability to use extended terminology used in innovative methods of company promotion, making decisions in the field of promotion, designing a promotional campaign, choosing methods of company promotion, analyzing the promotion strategy and the role it plays in the promotion tools used, as well as choosing the most advantageous promotion strategy for the selected company. Developing teamwork competencies through group tasks.

Wymagania wstępne

Zapisz zmiany

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Zakres tematyczny

Lecture: Promotion in the activity of the enterprise. Elements of the communication process. Forms of promotion. Stages of building a promotional campaign. The place of advertising in the company's marketing activities. Website as a communication tool. Advertising on external websites. The importance of the Internet for the promotional activities of the company. Online advertising. Public relations and sponsorship on the Internet. Online sales promotion. Groups and mailing lists as tools for company promotion. Promotion using search engines. Fairs and exhibitions as comprehensive promotional undertakings of the company.

Exercises: Shaping the image of the company using innovative methods of promoting the company. Influence of innovative methods of company promotion on customer decision-making. Customer preferences regarding promotional activities of enterprises. Creative and effective advertising. Advertising workshop - creative advertising project. Advertising on social networks. Online sampling. Promotion using beamvertising.

Metody kształcenia

Lecture: conventional lecture, discussion, demonstration.

Exercises:: group discussions, brainstorming, individual works, group works, case studies, project method, classic problem method, work with the literature of the subject.

Efekty uczenia się i metody weryfikacji osiągania efektów uczenia się

Opis efektu	Symbole efektów	Metody weryfikacji	Forma zajęć

Warunki zaliczenia

Lecture: written test (K_W01, K_W02). The credit will be in the form of a test containing open and/or closed questions. The condition for receiving a credit is to obtain min. 51% from passing. Completion date: according to the schedule of studies.

Ratings (scoring):

51%- 60% - sufficient (3.0)

61%-70% - sufficient plus (3.5)

71%-80% - good (4.0)

81%-85% - good plus (4.5)

86%-100% - very beaver (5.0)

Exercises: the grade will consist of: the grade of the project on innovative methods of promotion for the selected company and tasks for individual and group solution (K_U01, K_U05, K_K08, K_K06). The project should include, among others: a description of the company's activities, vision, mission and strategic goals of the company as well as forms of strategic development, company decisions in the field of marketing mix instruments, indication of innovative methods of company promotion, company development prospects and guidelines for the company's behavior in the face of changes on the market and proposals to support promotional activities in the enterprise.

Deadline for passing classes: according to the schedule of studies in the semester. The deadline for the final submission of the project concerning the development of a project for a selected company expires on the penultimate didactic classes in the semester.

The assessment of the course consists of the assessment of the exercises (50%) and the assessment of the lecture (50%). The condition for passing the course is positive grades from the exercises and the lecture.

Literatura podstawowa

1. Fleischer M., Corporate identity i public relations, Dolnośląska Szkoła Wyższa Edukacji Towarzystwa Wiedzy Powszechnej, Wrocław 2003.
2. Mazurek G., Tkaczyk J. (eds.), The impact of the digital world on management and marketing, Poltext: Kozminski University, Warsaw 2016.
3. Owsinski B., Social media promotion for musicians: the manual for marketing yourself, your band, and your music online, Bobby Owsinski Media Group, Burbank 2020.

Literatura uzupełniająca

1. Journals and textbooks available at the UZ University Library (databases in alphabetical order) http://www.bu.uz.zgora.pl/

Uwagi

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Zmodyfikowane przez dr inż. Mariola Michałowska (ostatnia modyfikacja: 28-05-2023 04:52)