Marketing in media 2700-L-LM-D5MAME-LMM

The subject covers the issues of media marketing:
1. Short reminding of media’s functions and outlining the condition of modern media.
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;
4. 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 bran, innovations in the media;
b) the distribution of media - a 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, media multiplatforms;
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.

Term 2023Z:

The subject covers the issues of media marketing
1. Discussing the basic functions of the media/media as an IV power.
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 innovations in the media, the season schedule, life cycle, media brand;
b) the distribution of media - a 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, media multiplatform;
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 external media promotion.

Term 2024Z:

Prerequisites (description)

The course is focused on discussing the marketing carried out by the media, taking into account the condition (financial, ethical) media and the entire media industry. The aim is also an indication of the subjectivity of the media and how they manage their product, price, distribution and promotion.

Course coordinators

Term 2024Z:

Martyna Dudziak-Kisio

Term 2023Z:

Anna Jupowicz-Ginalska

Type of course

obligatory courses

Mode

General:

Classroom

Term 2024Z:

Remote learning

Term 2023Z:

Remote learning

Learning outcomes

After completing the course, students:
KNOWLEDGE:
The student has knowledge of the media marketing He can point out the differences between traditional marketing and media marketing, and provide systematization of MM. The student knows the principles of creating a media product, conducting media distribution, differentiation, price and promotion of media.

SKILLS:
The student is able to apply theoretical knowledge in practical activity. Is able to translate MM scheme to action in own daily work, relating to the broadly-defined media (marketing departments, PR and promotion, both the media and the institutions associated with them).

OTHER COMPETENCES:
The student, combining theoretical knowledge and practical skills, gains considerable opportunity for professional development in the media industry, understood more broadly than just journalism (media companies marketing departments or external agencies, dealing with the elements of the MM for their customers).

Assessment criteria

Test: 25 questions, which consists of open and closed questions (closed questions are multiple-choice). Closed questions scored in the system 0 - 1 punt, open questions 0 - 2 points. Scoring with "halves" (0.5 p) are not welcome.
The test is passed when a student shows a 50% + 1 p. correct answers.
Correction exam: oral exam.

OR: oral exam (remote).
Every each Student receives 3 questions, which are scored on a scale of 2-5.
The final grade is the average of the partial grades.

Practical placement

N.a.

Bibliography

1. Jupowicz-Ginalska A., Marketing medialny, Wydawnictwo Difin, Warszawa 2010
2. Jupowicz-Ginalska A., Promowanie mediów w mediach, w: Olędzki J. (red.) Public Relations. Społeczne wyzwania, ASPRA-JR, Warszawa 2008.
3. Jupowicz-Ginalska, A. (2018). Marka „Empire” jako przykład multiplatformy medialnej – studium przypadku. Zeszyty Prasoznawcze, 60 (4), pp. 845–865; DOI 10.4467/22996362PZ.17.048.8190
4. Jupowicz-Ginalska, A. (2017), Marka „Empire” jako przykład multiplatformy medialnej – studium przypadku, „Zeszyty Prasoznawcze”, t. 60, nr 4 (232), s. 845–865; DOI 10.4467/22996362PZ.17.048.8190.
5. Jupowicz-Ginalska, A. (2013), Promocja sprzedaży w mediach – próba zdefiniowania zjawiska, [w:] O własnej promocji środków przekazu w Polsce – między teorią a praktyką, red. A. Jupowicz-Ginalska, Warszawa: Oficyna Wydawnicza ASPRA-JR, s. 33–57.

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3. Adamowski J. (red.), Waniek D. (nad. nauk.), Media masowe w praktyce społecznej, ASPRA J-R, Warszawa 2007.
4. Kotler Ph., Keller. K.L, Marketing, Dom Wydawniczy REBIS, Poznań 2005.
5. Kowalski T., Jung B., Ekonomika mediów, Wydawnictwa Akademickie i Profesjonalne, Warszawa 2006.
6. Kowalski T., Jung B., Media na rynku, Wydawnictwa Akademickie i Profesjonalne, Warszawa 2006.
7. Pleszczyński J., Etyka dziennikarska, Wydawnictwo Difin, Warszawa 2007.

Term 2023Z:

Term 2024Z:

Additional information

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

Description of 2700-L-LM-D5MAME-LMM in USOSweb