Next-generation marketing: trends and technologies in communication 1600-SZD-SPEC-MNG-KM
The lectures offer a comprehensive analysis of the latest trends, technologies, and strategies in marketing communication within the rapidly evolving digital environment. They cover the evolution of marketing from traditional models to Marketing 5.0, emphasizing advanced technologies such as artificial intelligence, augmented reality (AR), virtual reality (VR), the Internet of Things (IoT), and blockchain as elements of building competitive advantage. Key topics include planning and implementing digital communication strategies, personalizing interactions through data analysis and marketing automation, and utilizing Real-Time Marketing (RTM) to enhance audience engagement. Participants will explore modern tools and channels such as social media marketing, search engine marketing (SEM, SEO), programmatic advertising, video marketing, storytelling, and native advertising to build a strong brand presence. The lectures also focus on digital transformation in communication, incorporating user experience (UX) and user interface (UI) design, gamification, design thinking, and influencer collaborations, as well as employer branding strategies. Additionally, they highlight the application of analytics and key performance indicators (KPIs) to measure the effectiveness of marketing activities, supported by tools like Brand24 and Google Analytics. Ethical considerations in digital marketing, such as data privacy and responsible campaign management, are also addressed. The aim of the lectures is to equip participants with the skills to design and implement advanced communication strategies using new technologies and digital tools to meet contemporary market and consumer needs.
Course coordinators
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: Participation in the lectures requires a basic understanding of marketing and digital concepts. Participants are expected to actively engage in the lectures and contribute to group discussions. A maximum of 25% absences is allowed, provided they are justified with a formal document (e.g., a medical certificate). In case of additional absences, participants are required to make up for the missed material and complete additional tasks as agreed with the lecturer.
Principles for passing the classes and the subject (including resit session): Participants are required to prepare for the final test and complete ongoing practical assignments. Attendance of at least 75% of the lectures is mandatory, with the possibility of excusing absences through a formal document, such as a medical certificate. Additional absences require participants to catch up on missed material and perform supplementary tasks agreed upon with the lecturer.
Methods for the verification of learning outcomes: Completion of the lectures requires regular attendance and participation in the final exam in the form of a test. The test will include both closed-ended and open-ended questions, covering the content discussed during the lectures. In case of failure to pass the test in the first attempt, participants are entitled to one retake under the same conditions.
Evaluation criteria: Learning outcomes will be assessed through the final test, which evaluates theoretical knowledge and analytical skills through closed-ended and open-ended questions.
Bibliography
Brown, T., et al. (2020). The Impact of Artificial Intelligence on Consumer Behavior. Journal of Marketing.DataReportal (2024). Digital 2024: Global Overview Report.Godin, S. (2018). This Is Marketing: You Can’t Be Seen Until You Learn to See. Portfolio Penguin.Holiday, R. (2014). Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising. Portfolio Penguin.Kotler, P., Kartajaya, H., Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.Krug, S. (2014). Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability. New Riders. Lerner, C. (2017). Explosive Growth: A Few Things I Learned While Growing To 100 Million Users. Clifford Ventures Corporation.Mendelson, B.J. (2012). Social Media Is Bullshit. St. Martin's Press.Ries, E. (2011). The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Publishing.Verseo.pl (2023). Marketing 5.0: Co to jest i jak wpływa na współczesne strategie komunikacyjne?.