European Marketing 2105-PP-L-D4MAEU

Upon completing the course, students will:
Knowledge:
1. Understand the principles of the private sector and its marketing activities (K_W09);
2. Understand the economic conditions that govern the activities of private entities in the European Union (K_W13).
3. Understand the different types of marketing (K_W07).
4. Know the conditions and influence of the EU on marketing activities (K_W04).

SKILLS:
1. Can correctly use the basic set of marketing concepts to describe, interpret and analyse the socio-economic sphere in Europe and within European countries (K_U01).
2. Can forecast and assess processes and their effects related to marketing in the EU (K_U04).
3. Can analyse and present solutions to marketing-related problems (K_U07).
4. Can prepare and present analyses based on case studies and propose independent solutions to marketing-related problems (K_U08).
5. Can prepare written work on marketing issues in Polish as part of a group, using basic concepts, theoretical approaches and diverse sources (K_U06, K_U09).
6. Can present the results of analyses of specific marketing problems orally in Polish, using basic concepts and theoretical approaches, as well as diverse sources of information relevant to European studies (K_U10).

Social competences
1. Critically assesses their knowledge of marketing in Europe and strives to expand it (K_K01).
2. Can work in a group, performing various tasks and maintaining high ethical standards for themselves and others (K_K02);
3. They initiate and set priorities in the implementation of marketing-related tasks, recognising their social dimension, i.e. corporate social responsibility (K_K03).
4. Ready to participate in consumer initiatives and recognise their social dimension, e.g. consumer boycotts (K_K05).
5. Prepares for job applications (K_K06).

Attending classes is a prerequisite for passing the course. Two absences are permitted. Each additional absence (regardless of the reason) requires you to pass a make-up exam. The final grade is based on the total points obtained for:
1. Ongoing preparation: preparation of group assignments (10 points per presentation, 60 points in total);
2. Preparing a paper on one of the topics in groups of two (same as for the assignments) – 20 points.
3. Activity: max. 20 points, with a maximum of 2 points obtainable in one class.
Both the paper and the assignments must be submitted by the specified deadlines via the Kampus platform. Assignments submitted after the deadline will not be assessed.
To pass, students must obtain at least 60% of the available points for their preparation and paper.
Absence from classes is not a reason for not preparing assignments!

If a student obtains an insufficient number of points from all assessed elements, they will receive a failing grade. During the examination period, students will have the opportunity to take a resit in the form of a test, which includes questions on knowledge and case studies. Grades from classes in USOS will be entered by the end of the examination period.

Please note that students with ITZ or ITS must contact the course instructor by the end of October to determine their individual passing requirements. If you do not report by this date, you will not receive a pass.
GRADING SCALE:
Very good: 85–100 points
Good plus: 80–84 points
Good: 75–79 points
Satisfactory plus: 70–74 points
Satisfactory: 51–69 points
Unsatisfactory: 0–50 points

RULES FOR THE USE OF AI (ARTIFICIAL INTELLIGENCE) SYSTEMS IN THE PROCESS OF VERIFYING LEARNING OUTCOMES:

As part of commissioned work and theses, the use of AI at level 3 of the Artificial Intelligence Assessment Scale (AIAS) is permitted. This includes AI-assisted editing, i.e. using AI to improve the linguistic and editorial quality of your original work, or to support the editing of images or videos. However, AI cannot be used to create new elements of the work. This means that AI can be used to identify grammatical, punctuation, and spelling errors; search for synonyms; and generate images. Information on the extent of AI use or non-use should be included in every commissioned work and paper.

RULES FOR THE USE OF AI (ARTIFICIAL INTELLIGENCE) SYSTEMS IN THE VERIFICATION OF LEARNING OUTCOMES:
As part of commissioned work and theses, the use of AI at Level 3 of the Artificial Intelligence Assessment Scale (AIAS) is permitted for AI-assisted editing, i.e. using AI to improve the linguistic and editorial quality of your original work and to support image and video editing. However, AI cannot be used to create new elements of the work. This means that AI can be used to identify grammatical, punctuation and spelling errors, search for synonyms and generate images. Information on the extent of AI use or non-use must be included in all commissioned work and papers.

LITERATURA PODSTAWOWA:
Duliniec E., Marketing międzynarodowy, Polskie Wydawnictwo Ekonomiczne, Warszawa 2007.
Dopieralska J., Nie tylko jednostki, czyli marki na pomoc Ukrainie, Nowy Marketing 2022, https://nowymarketing.pl/a/36891,nie-tylko-jednostki-czyli-marki-na-pomoc-ukrainie
Kotler P., Marketing, Wydawnictwo Rebis, Warszawa 2005.
Justyna Aleksandrzak, Content przyjazny ludziom i robotom, „Marketing w Praktyce” nr 6 / 2018,
Ulatowska A., Rolka wełny w socialu, „Marketing w Praktyce” nr 1 / 2020,
Czego uczą nas duże marki (redakcja) „Marketing w Praktyce” nr 8 / 2019
Mogiła A., Zaczyk M., Od marki ikonicznej po pożądaną, „Marketing w Praktyce” nr 3 / 2019,
essential guide to marketing in a digital world, 2013. https://www.redandyellow.co.za/wp-content/uploads/emarketing_textbook_download.pdf
Sznajder A., Marketing sportu, Warszawa 2012.
Dziewanowska K., Kacprzak A., Marketing doświadczeń, WN PWN, Warszawa 2013.
Boguszewicz-Kreft M. (2013), Marketing doświadczeń. Jak poruszyć zmysły, zaangażować emocje, zdobyć lojalność klientów?, CeDeWu, Warszawa.
Pabian, A. M. (2019). Marketing zmysłów jako koncepcja multisensorycznego oddziaływania na konsumentów. Marketing i Rynek, (7), 31-40.
Hye Jin Yoon, Mina Lee. (2023) A femvertising campaign always #LikeAGirl: video responses and audience interactions on YouTube. Journal of Gender Studies 32:5, pages 415-426.
Minjung Park, Jayoung Koo, Do Yuon Kim. (2023) Femvertising of luxury brands: Message concreteness, authenticity, and involvement. Journal of Global Fashion Marketing 14:3, pages 243-262.
Kończak J. (2022) Wizerunek kobiety w reklamie. Raport z badań. Media Biznes Kultura:2 (13), pages 89-106.
Sammis K., Lincoln C., Pomponi S., Influencer Marketing For Dummies, Hoboken 2016.
Fabijańczyk J., Cupriak A., Influencer marketing - praktycznie, 2016.
LITERATURA UZUPEŁNIAJĄCA:
Altkorn J., Strategia marki, PWE, Warszawa 1999.
Bajdak A. (red.), Internet w marketingu, Wydawnictwo PWE, Warszawa 2003.
Bishop B., Marketing globalny ery cyfrowej, PWE, Warszawa 2001.
Cwalina W., Falkowski A., Marketing polityczny. Perspektywa psychologiczna, Warszawa 2005.
Garbarski L., Rutkowski I., Wrzosek W., Marketing. Punkt zwrotny nowoczesnej firmy, Polskie Wydawnictwo Ekonomiczne, Warszawa 1996.
Grzegorczyk W., Marketing na rynku międzynarodowym, Oficyna Ekonomiczna, Kraków 2005.
Grzegorczyk W., Strategie marketingowe przedsiębiorstw na rynkach zagranicznych, Biblioteka Menedżera i Bankowca „Zarządzanie i Finanse”, Warszawa 2002.
Kall J., Silna marka. Istota i kreowanie, PWE, Warszawa 2001.
Kotler P., Kotler o marketingu. Jak kreować i opanowywać rynki, Wydawnictwo PSB, Kraków 1999.
Levinson J. C., Marketing partyzancki, Warszawa 2011.
Maison D., Wasilewski P., Propaganda dobrych serc czyli rzecz o reklamie społecznej, Kraków 2002.
Mruk H., Komunikowanie w marketingu: praca zbiorowa, Polskie Wydawnictwo Ekonomiczne, Warszawa 2004.
Mruk H., Marketing sportowy – Teoria i Praktyka, Poznań 2004.
Pietrasieński P., Międzynarodowe strategie marketingowe, Seria „Marketing bez tajemnic”, Polskie Wydawnictwo Ekonomiczne, Warszawa 2005.
Porter M.E., The Strategic Role of International Marketing: Journal of Consumer Marketing. Vol.3 No.2.
Rogoziński K. (red.), Marketing usług na przykładach, Łódź 2001.
Sznajder A., Marketing wirtualny, Wydawnictwo Oficyna Ekonomiczna, Kraków 2002, roz. 6.
Walczak R., Prawne aspekty reklamy w ustawodawstwie polskim, europejskim i międzynarodowym – orzecznictwo, Polskie Wydawnictwo Prawnicze „Juris”, Warszawa- Poznań 2001.

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

• Description of 2105-PP-L-D4MAEU in USOSweb