Marketing in media 2700-L-LM-Z5MAME-LMM

The subject covers the issues of media marketing:
1. Short reminding of media’s functions and outlinuning the condition of modern media.
2. 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.
3. 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 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.

Mode

Classroom

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

Andrzej Świątecki

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).

Practical placement

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-Z5MAME-LMM in USOSweb