Electronic marketing
Syllabus
Basic information
- Field of study*
- International Economic Relations
- Specialisation
- Management and international finance
- Organizational unit
- UEP
- Level of qualification
- Second-cycle programme
- Mode of study
- Full-time
- Track
- General academic
- Didactic cycle
- 2020/2021
- Subject code
- UEPMSG05S.28C.11290.20
- Language of instruction
- Polish
- Mandatory
- Elective
- Block
- Block C
|
Period
Semester 4
|
Method of evaluation
Assessment
Activities and hours
|
Number of ECTS points
3
|
Subject’s educational aims
| C1 | Introduction to the specifics of today's digital marketing in the international market |
| C2 | Familiarize with the modern tools of Electronic Marketing |
| C3 | The ability to search for custom solutions to the problems of modern marketing |
| C4 | Ability to implement marketing strategies on a global scale with the use of modern electronic tools |
Entry requirements
- Knowledge of international marketing
- knowledge of contemporary marketing strategies
Subject's learning outcomes
| Code | Outcomes in terms of | Effects | Examination methods |
| Knowledge | |||
| W1 | student has knowledge of Electronic Marketing | K2_W01, K2_W02, K2_W05, K2_W06 | Class participation, Group project / Group work |
| W2 | student knows the basic electronic marketing tools used by today's company | K2_W01, K2_W02, K2_W05, K2_W06 | Class participation, Group project / Group work |
| W3 | the student has the knowledge about effective strategies for today's companies using Electronic Media in your business | K2_W01, K2_W02, K2_W05, K2_W06 | Class participation, Group project / Group work |
| Skills | |||
| U1 | student will be able to recognize and interpret opportunities and threats in the environment (particularly in an international setting is available through electronic tools) | K2_U01, K2_U02, K2_U06 | Class participation, Group project / Group work |
| U2 | student will be able to choose the correct marketing activities in relation to the existing situation | K2_U01, K2_U02, K2_U06 | Class participation, Group project / Group work |
| U3 | student will be able to plan the correct strategy to use the tools of Electronic Marketing | K2_U01, K2_U02, K2_U06 | Class participation, Group project / Group work |
| U4 | student will be able to actively support and develop strategies of enterprises in the field of Electronic Marketing | K2_U01, K2_U02, K2_U06 | Class participation, Group project / Group work |
| Social competences | |||
| K1 | student shall be sensitive to the "human" context of consumer direct relationship with the company | K2_U17, K2_K03, K2_K04 | Class participation, Group project / Group work, Presentation |
| K2 | student recognizes the importance of multifaceted communication for building consumer loyalty | K2_U17, K2_K03, K2_K04 | Class participation, Group project / Group work, Presentation |
| K3 | student shall be aware of the advantages of social bonds and is able to actively develop them | K2_U17, K2_K03, K2_K04 | Class participation, Group project / Group work, Presentation |
Study content
| No. | Course content | Subject's educational goals | Subject's learning outcomes |
| 1. | The nature of internet as a medium for company's marketing endeavors | C1 | W1, U1, K1 |
| 2. | Position and nature of the consumer in digital marketing | C1, C3, C4 | W1, W2, W3, U1, U2, K1, K2, K3 |
| 3. | Content marketing and viral marketing | C1, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 4. | Mobile marketing | C1, C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 5. | Marketing in social media | C1, C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 6. | Unconventional strategies for communication in social media | C2, C4 | W1, W2, W3, U1, U2, U3, K1, K2, K3 |
| 7. | Media monitoring and sentiment analysis | C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 8. | Influencer marketing | C1, C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 9. | Real-time marketing | C1, C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 10. | The nature and tools of e-commerce | C3, C4 | W1, W2, U2, U3, K2, K3 |
| 11. | Search Engine Marketing | C2, C3, C4 | W1, W2, W3, U1, U3, U4, K2 |
| 12. | E-mail marketing | C1, C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 13. | Analysis of the effectiveness of digital marketing | C2, C3 | W1, W2, U1, U2, U3, K1, K2, K3 |
| 14. | Advantages and challenges of digital marketing | C1, C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2, K3 |
| 15. | Ethics in digital marketing | C1, C2, C3, C4 | W1, W2, W3, U1, U2, U3, U4, K1, K2 |
Bibliography
Obligatory- Królewski, Jarosław; Sala, Paweł (red.) (2016). E-marketing. Współczesne trendy. Warszawa: PWN
- Kotler, Philip; Kartajaya, Hermawan; Setiawan Iwan (2017). Marketing 4.0. Era cyfrowa. Warszawa: MT Biznes
- Kingsnorth, Simon (2016). Digital Marketing Strategy : An Integrated Approach to Online Marketing. London: Kogan Page
- Stawarz-Garcia, Barbara (2018). Content Marketing i Social Media. Warszawa: PWN
- Szpunar, Magdalena (2012). Nowe-stare medium. Internet między tworzeniem nowych modeli komunikacyjnych a reprodukowaniem schematów komunikowania masowego. Warszawa: IFiS PAN
Course advanced
Teaching methods:
Project method, Conversation lecture, Lecture with multimedia presentation, Case study
| Teaching methods | Method of evaluation | Credit conditions |
|---|---|---|
| Lectures | Class participation, Group project / Group work, Presentation |
Calculation of ECTS points
| Activity form | Activity hours* | |
| Participation in lectures | 30 | |
| Consultations with teacher | 10 | |
| Preparation of multimedia presentation | 10 | |
| Project preparation | 15 | |
| Empirical research | 20 | |
| Student workload |
Hours
85
|
ECTS
3.0
|
| Workload involving teacher |
Hours
40
|
ECTS
1.5
|
| Practical workload |
Hours
35
|
ECTS
1.0
|
* one hour of classes = 45 minutes