Brand Advocacy 1600-SZD-SPEC-BA-ZJ
Introduction to Brand Advocacy - origin, definition, and characteristics. The significance of Brand Advocacy in contemporary marketing - the hottest trend since 2023 Who are brand advocates? Motivations and determinants of brand advocacy among customers and employees Strategies and tools for driving brand advocacy Brand advocacy in social mediaBrand advocacy in practice - case studyMeasuring and evaluating the effectiveness of brand advocacy
Course coordinators
Course dedicated to a programme
Type of course
Learning outcomes
Knowledge | The graduate knows and understands:
WG_01 - to the extent necessary for existing paradigms to be revised - a worldwide body of work, covering theoretical foundations as well as general and selected specific issues - relevant to a particular discipline
within the social sciences
WG_02 - the main development trends in the disciplines of the social sciences in which the education is provided
WG_03 - scientific research methodology in the field of the social sciences
WK_01 - fundamental dilemmas of modern civilisation from the perspective of the social sciences
Skills | The graduate is able to:
UK_05 - speaking a foreign language at B2 level of the Common European Framework of Reference for Languages using the professional terminology specific to the discipline within the social sciences, to the extent enabling participation in an international scientific and professional environment
Social competences | The graduate is ready to
KO_01 - fulfilling the social obligations of researchers and creators
KO_02 - fulfilling social obligations and taking actions in the public interest, in particular in initiating actions in the public interest
KO_03 - think and acting in an entrepreneurial manner
Assessment criteria
Description of requirements related to participation in classes, including the permitted number of explained absences: Active participation in the discussions. No requirements regarding the absence.
Principles for passing the classes and the subject (including resit session): Final presentation: max. 65 points. Attendance and activity during the classes: max. 35 points
Methods for the verification of learning outcomes: Final presentation
Evaluation criteria: Less than 60 points: no credit, 60 points or more: credit
Bibliography
8) List of the subject-related literature: Bianchi, A. (2025) From Reviews To Conversions: What Drives And Prevents Users From Sharing Ewom On Social Media, Marketing I Rynek, 10/2025, 23-35; Bianchi, A. (2025) Bringing Marketing Communications Back To Its Roots: Innovation Through Word Of Mouth. Marketing I Rynek, 2025(7), 28-35; Bianchi, A. (2021). Driving Consumer Engagement In Social Media: Influencing Electronic Word Of Mouth. New York: Routledge; Fuggetta, R. (2012), Brand Advocates: Turning Enthusiastic Customers Into A Powerful Marketing Force, Hoboken: John Wiley And Sons; Haenlein, M., & Libai, B. (2017). Seeding, Referral, And Recommendation: Creating Profitable Word-Of-Mouth Programs. California Management Review, 59(2), 68–91; Miller, S. (2016) The New Face Of Your Brand: Social Brand Advocacy Grows Business With Customer Community And Co-Created Marketing. Chicago: Smync; Sernovitz A. (2006). Word Of Mouth Marketing: How Smart Companies Get People Talking. Chicago: Kaplan Business Publishing