Brand advocacy 2600-MSz2BAen
Recommendations from people we know are among the most important factors influencing purchasing decisions today. For 85% of millennials, recommendations from friends are the most credible form of advertising, and 71% of customers are more likely to purchase a brand recommended by a friend or family member. How can this potential be leveraged in marketing activities? How can effective word-of-mouth and ambassador programs be designed? How can customers and employees be engaged to become authentic brand advocates? How can the effectiveness of such activities be measured?
Brand Advocacy course provides condensed, practice-oriented knowledge in the field of word-of-mouth marketing and brand advocacy. It is addressed to master’s degree students for whom these topics represent an extension of previously acquired marketing knowledge and a key component of modern professional competencies.
The aim of the course is to familiarize students with the concept of brand advocacy and the tools that enhance the credibility and effectiveness of marketing activities. Particular emphasis is placed on the design and implementation of word-of-mouth and ambassador programs, as well as on creating engaging content for social media. Theoretical issues are illustrated with current market-based examples, demonstrating that brand advocacy can generate up to three times higher revenues than traditional marketing channels and achieve up to a six-fold return on investment.
The course emphasizes active student participation and the acquisition of both up-to-date theoretical knowledge and practical skills related to planning, implementing, and evaluating brand advocacy activities, which are applicable in future professional practice.
Course coordinators
Type of course
Mode
Learning outcomes
After completing the course, the Student:
In terms of knowledge:
• uses advanced terminology related to brand advocacy K_W01
• characterizes the specifics, principles, procedures, and practices related to brand advocacy K_W02
In terms of skills:
• correctly analyzes complex processes and phenomena affecting brand advocacy and its significance in the contemporary labor market K_U02
• independently and collaboratively prepares analyses, diagnoses, and reports on complex and atypical problems related to brand advocacy, and presents them communicatively, including in English, using advanced IT and communication tools K_U06
• independently develops practical skills and enhances competencies related to brand advocacy K_U07
In terms of social competences:
• evaluates and analyzes situations and phenomena related to brand advocacy K_K01
• adheres to professional ethical standards prevailing in the market K_K05
Assessment criteria
• Final presentation: max. 65 points
• Attendance and activity during the classes: max. 35 points
At least 60 points in total are required to pass the course. Participants' activity consists in verbal and chat utterances.
Bibliography
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