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Conducted in term: 2025Z

ECTS credits: 3

Language: Polish

Organized by: Faculty of Management

Modern Digital Marketing 2600-DMz1WMC

1. Introduction to the Course
Syllabus
Class delivery methods and organization
Learning outcomes
Class structure and relationships to other courses
Subject references
Detailed class structure

The Evolution of Marketing: From Customer-Driven Products to Immersive Experiences
Definition and brief history
From 1.0 to 6.0: has anything really changed, and if so, what?
Where have we gone and where are we going?

2. Introduction to Digital Marketing
Definition and scope
Traditional vs. digital marketing
B2B vs. B2C digital marketing
Key trends
The role of data

3. New Communication Models in Digital Marketing and Their Conditions
Traditional vs. digital communication models
New digital communication models
Determinants of market change and transformational marketing

4. Content Marketing in the Digital Era
Definition and evolution of content marketing
Key trends and directions
B2B content marketing – specifics and tools

5. Micro-Moments and Mobile Marketing
What are they and why are they important for marketers?

Channels and formats corresponding to micro-moments
Mobile marketing and success in micro-moments
Ethics and marketing in micro-moments

6. Technology and Its Application in Marketing
AI, automation, and personalization in digital marketing
Impact on a company's marketing activities
Ethical and social consequences
Risks and paradoxes
The role of the marketer in the AI era
Future scenarios – research and forecasts
Algorithms and the post-cookie era
Algorithms and new search models as a challenge for marketers
The post-cookie era and zero-party data: what does a marketer lose and what can they gain?

Metaverse and web3 in digital marketing
Metaverse – definition and opportunities
Web3 and blockchain in marketing
Analysis of selected examples
Hype or real value?

7. CSR and ESG in Digital Marketing
The role of CSR/ESG in digital marketing
Authenticity vs. appearances
Digital formats of CSR communication
Challenges and paradoxes

8. Analysis of Successes and Failures in B2C and B2B Digital Marketing

9. Research Results and Key Trends in Contemporary Digital Marketing – Course Summary

Note: During the course, debates, discussions, case studies, exercises, workshops, case studies (including comparative ones), individual and group projects, and exercises are held in mini-groups.
Classes conducted as part of the ‘Integrated Teaching Development Programme – ZIP 2.0’ project, co-financed by the European Social Fund – European Funds for Social Development Programme 2021-2027 (FERS) (agreement no.: FERS.01.05-IP.08-0365/23-00).

Term 2025Z:

1. Introduction to the Course
Syllabus
Class delivery methods and organization
Learning outcomes
Class structure and relationships to other courses
Subject references
Detailed class structure

The Evolution of Marketing: From Customer-Driven Products to Immersive Experiences
Definition and brief history
From 1.0 to 6.0: has anything really changed, and if so, what?
Where have we gone and where are we going?

2. Introduction to Digital Marketing
Definition and scope
Traditional vs. digital marketing
B2B vs. B2C digital marketing
Key trends
The role of data

3. New Communication Models in Digital Marketing and Their Conditions
Traditional vs. digital communication models
New digital communication models
Determinants of market change and transformational marketing

4. Content Marketing in the Digital Era
Definition and evolution of content marketing
Key trends and directions
B2B content marketing – specifics and tools

5. Micro-Moments and Mobile Marketing
What are they and why are they important for marketers?

Channels and formats corresponding to micro-moments
Mobile marketing and success in micro-moments
Ethics and marketing in micro-moments

6. Technology and Its Application in Marketing
AI, automation, and personalization in digital marketing
Impact on a company's marketing activities
Ethical and social consequences
Risks and paradoxes
The role of the marketer in the AI era
Future scenarios – research and forecasts
Algorithms and the post-cookie era
Algorithms and new search models as a challenge for marketers
The post-cookie era and zero-party data: what does a marketer lose and what can they gain?

Metaverse and web3 in digital marketing
Metaverse – definition and opportunities
Web3 and blockchain in marketing
Analysis of selected examples
Hype or real value?

7. CSR and ESG in Digital Marketing
The role of CSR/ESG in digital marketing
Authenticity vs. appearances
Digital formats of CSR communication
Challenges and paradoxes

8. Analysis of Successes and Failures in B2C and B2B Digital Marketing

9. Research Results and Key Trends in Contemporary Digital Marketing – Course Summary

Note: During the course, debates, discussions, case studies, exercises, workshops, case studies (including comparative ones), individual and group projects, and exercises are held in mini-groups.

Type of course

obligatory courses

Learning outcomes

In terms of knowledge: The graduate knows and understands

K_W01: to an advanced degree knowledge of research methodology and terminology in the discipline of management and quality science, particularly in the field of online marketing and complementary disciplines (economics and finance, legal studies).

• The graduate knows and understands to an advanced degree knowledge of research methodology and terminology in the discipline of management and quality science, particularly in the field of online marketing.

K_W05: Complex technological, social, political, legal, economic, ethical, and ecological processes and phenomena, including the fundamental dilemmas of contemporary civilization and their impact on the functioning of organizations and the entire economy.

• The graduate knows and understands complex technological, social, political, legal, economic, ethical, and ecological processes and phenomena, including the fundamental dilemmas of contemporary civilization and their impact on the functioning of modern digital marketing.

K_W06: Principles of industrial property protection and copyright.

• Graduates have a thorough understanding of how new technologies and digital innovations are redefining ways of thinking, creating value, and conducting marketing activities.

In terms of skills: the graduate can:

K_U01 apply the theory of management and quality science, particularly in the field of internet marketing and complementary sciences (economics and finance, legal sciences), to identify, diagnose, and solve complex and unusual problems related to the functioning of modern technologies in business and their integration within an organization's strategy.

• Graduates can apply the theory of management and quality science, particularly in the field of internet marketing and complementary sciences (legal sciences), to identify, diagnose, and solve complex and unusual problems related to the functioning of modern technologies in marketing and their integration within an organization's marketing strategy.

K_U02 correctly interpret complex technological, social, political, legal, economic, and ecological processes and phenomena, and their impact on internet marketing within an organization.

• Graduates can correctly interpret complex technological, social, political, legal, economic, and ecological processes and phenomena, and their impact on internet marketing within an organization.

K_U06 Communicate and present the results of digital marketing analyses to diverse audiences using specialized terminology and lead debates, including in English.

• Graduates are able to communicate and present the results of digital marketing analyses to diverse audiences using specialized terminology and lead debates.

Social competencies: the graduate is ready to

K_K01 Assess and critically approach complex situations and phenomena related to the implementation and use of new technologies in marketing.

• Graduates are ready to assess and critically approach complex situations and phenomena related to the implementation and use of new technologies in marketing.

K_K02 Recognize the importance and value of scientific knowledge in the context of solving complex problems in online marketing, and seek expert opinions in this process.

• Graduates are ready to recognize the importance and value of scientific knowledge in the context of solving complex problems in online marketing, and seek expert opinions in this process.

K_K05: Adherence, enforcement, and development of professional ethical standards in business relationships and upholding the professional ethos.

• Graduates are prepared to adherence, enforcement, and development of professional ethical standards in business relationships and upholding the professional ethos.

Assessment criteria

Learning outcomes will be verified on an ongoing basis through tasks performed by participants during classes and at the end during a final test.
Grading based on the following scale:
95-100% - 5!
91-94 - 5
81-90 - 4+
71-80 - 4
61-70 - 3+
51-60 - 3

Final test 20% of the grade. Closed-ended questions. Multiple-choice test. In-class.

Team and individual assignments 50%
Activity during classes 20%
Attendance during classes 10%

In the event of absence, points earned during classes cannot be made up.

In the event of an extended and excused absence, contact the instructor to discuss how to make up points. Only points for assignments and exercises can be made up (points for activity and attendance cannot be made up).

Obtaining a pass requires two conditions to be met simultaneously:

Scoring at least 11 points on the final test (out of 20 possible)

Scoring a total of at least 51% of the possible points.

Practical placement

Internship is not required to complete the course

Bibliography

Basic bibliography:
Kotler, P., Kartajaya, H., Setiawian, I. (2024). Marketing 6.0. Przyszłość jest immersyjna. MT Biznes Warszawa
Additional bibliography:
Kotler, P., Kartajaya, H., Setiawian, I. (2021). Marketing 5.0. Technologie Next Tech. MT Biznes Warszawa
Mazurek, G. (2018). E-marketing. Planowanie, narzędzia, praktyka. Poltext Warszawa

Term 2025Z:

Basic bibliography:
Kotler, P., Kartajaya, H., Setiawian, I. (2024). Marketing 6.0. Przyszłość jest immersyjna. MT Biznes Warszawa

Additional bibliography:
Kotler, P., Kartajaya, H., Setiawian, I. (2021). Marketing 5.0. Technologie Next Tech. MT Biznes Warszawa
Mazurek, G. (2018). E-marketing. Planowanie, narzędzia, praktyka. Poltext Warszawa

Notes

Term 2025Z:

During classes, participants may use electronic devices (smartphone, laptop, notebook, tablet, etc.) or the Internet, including AI tools, only when explicitly requested to do so by the instructor.

Additional information

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

Description of 2600-DMz1WMC in USOSweb