Media Marketing 2700-L-DM-D5MAME-PRM

The subject covers the issues of media marketing
1. Defining ways of understanding this phenomenon:
a) an indication of cognitive chaos associated with MM (different definitions and understanding of the MM issues);
b) drawing up the road that leads to the MM explanation.
2. Defining MM by:
a) a comparison between the media participation in “classic” marketing and traditional marketing of media;
b) an indication of the differences between MM and traditional marketing;
c) the presentation and discussion of the MM definition;
d) discussion on the importance of areas affecting the MM, the issue of market research and media organizations.
3. Discussion of the MM systematics:
a) media product - the definition and presentation of unique features, along with issues such as the season schedule, life cycle, media and PM brand assortment ;
b) the distribution of media - discussion of the role of the phenomenon, demonstrating a variety of categories and an indication of media content distribution techniques, together with the presentation of traditional methods and relations to new media;
c) the price of media - discussion on the distribution of money (personal and institutional), to show trends in media advertising and a breakdown of nationwide and regional media;
d) promotion of media - presentation of purposes, classification and so-called "promotional triangle." Analysis of self-promotion issues and autocross-media promotion. Presentation of the most popular methods of promoting media.
4. Discussion on MM in the context pro-customer orientation, i.e. the product as a wealth of quantitative and qualitative distribution, as a convenience and as time savings in the acquisition of the media, price - as sales promotion and promotion as a method of communicating with the wider audience.
5. Further indication, possible areas for scientific analysis related to the MM.