Marketing Management 2600-MSMdz1ZM

Knowledge:
K_W01
The student has in-depth knowledge of research methodology and terminology in the field of management and quality sciences, as well as in supporting disciplines (economics and finance, legal sciences), particularly in relation to market analysis, consumer behavior, demand, competition, and tools such as SWOT analysis and marketing planning.
K_W02
The student has an in-depth understanding of complex processes and phenomena occurring within organizations and their market environment. The student applies management theory as well as economics and finance to identify, diagnose, and solve marketing problems, and integrates marketing activities with other organizational functions within the overall business strategy.

Skills:
K_U01
The student is able to apply marketing management theory and supporting disciplines to identify, diagnose, and solve complex marketing problems, including the design of marketing strategies and action plans in a dynamic market environment.
K_U02
The student correctly interprets complex economic, social, technological, and competitive processes and phenomena affecting organizational performance, particularly in the context of market analysis, demand, and consumer behavior.
K_U06
The student is able to independently and collaboratively prepare market analyses, marketing diagnoses, and reports (e.g., a marketing project), and present their results clearly, also in English, using advanced information and communication technologies.
K_U08
The student is able to work effectively in a team, organize team activities, and take a leading role in the implementation of marketing projects.
K_U09
The student is capable of continuous self-development and improving their competencies in marketing management through the analysis of literature, case studies, and project-based experience.

Social competences:
K_K01
The student is ready to critically evaluate complex market situations and marketing activities of organizations, taking into account their economic and social consequences.
K_K04
The student demonstrates entrepreneurial thinking and behavior by designing innovative marketing solutions and adapting actions to changing market conditions at both national and global levels.
K_K05
The student adheres to ethical principles in marketing activities and business relationships, showing responsibility for decisions made and respect for professional standards.

Methods:
Verification of knowledge: written test
Verification of skills: group project
Verification of social competencies: observation during classes
• Activity in discussions and debates.
• Ability to listen to others and respond to their opinions.
• Ability to formulate arguments and convince others of one’s point of view.
Assessment of teamwork
• Completion of group projects and cooperation with others.
• Involvement in the division of responsibilities.
• Ability to resolve conflicts within the group.

Criteria
Assessment Methods and Criteria
The final grade for the course includes the assessment of the student’s knowledge, skills, and social competencies.
Assessment methods:
Verification of knowledge is conducted through a written examination consisting of closed-ended questions. The examination assesses knowledge of the fundamental concepts, theories, and tools of marketing management.
Verification of skills is carried out through a group project involving the analysis of a selected marketing problem and the preparation of recommendations concerning the organization’s marketing activities.
Social competencies are assessed on the basis of class participation, involvement in discussions, teamwork, methods of argumentation, and engagement in project implementation.
Assessment criteria:
In the case of the examination, the following are assessed: substantive correctness, completeness of answers, and the ability to apply terminology related to marketing management.
In the case of the group project, the following are assessed: consistency of the study with the topic, correctness of the market, customer, demand, and competition analysis conducted, appropriateness of the analytical tools used, quality of conclusions, and the practical value of the proposed recommendations.
The organization of teamwork is also assessed, including the division of tasks, timeliness, involvement of individual group members, and effectiveness of cooperation.
In the presentation of project results, consideration is given to the clarity and logical structure of the presentation, the ability to justify the adopted solutions, linguistic correctness, aesthetic quality of the work, and the use of reliable sources and data.
With regard to social competencies, the following are assessed: activity during classes, discussion culture, openness to the opinions of others, responsibility for assigned tasks, and compliance with ethical principles in academic and teamwork settings.

Verification of social competencies:
• Engagement – active participation in classes and projects.
• Communication – ability to express thoughts clearly and engage in active listening.
• Cooperation – effectiveness in teamwork and openness to others.
• Coping with difficult situations – e.g., conflict resolution.
• Ethics and responsibility – reliability and respect toward others.

Basic Literature
• Kotler, P., Keller, K. L. (2021). Marketing. Poznań: Rebis.
• Marshall, G., Johnston, M. (2019). Marketing Management. New York: McGraw-Hill Education.
Supplementary Literature
• Kotler, P., Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson Education.
• Pomykalski, A. (2017). Zarządzanie i planowanie marketingowe. Warszawa: Wolters Kluwer.
• Frąckiewicz, E., Karwowski, J., Karwowski, M., Rudawska, E. (2004). Zarządzanie marketingowe. Warszawa: Polskie Wydawnictwo Ekonomiczne.