Marketing in the Media 2700-L-LM-D5MAME-LMM

This course has not yet been described...

Term 2025Z:

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 2026Z:

Course coordinators

Term 2025Z:

Martyna Dudziak-Kisio

Term 2026Z:

Anna Jupowicz-Ginalska

Type of course

obligatory courses

Mode

General:

Classroom

Term 2025Z:

Remote learning

Term 2026Z:

Remote learning

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.

Bibliography

Term 2025Z:

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.

Term 2026Z: