Basics of Marketing and Advertising 2700-M-DM-Z4PMIR-DZI
The main concepts of marketing (demand, commodity exchanges, market segment, etc.). Five marketing concepts according to Ph. Kotler (production, product, sales, marketing, social marketing). Their importance and links with advertising. The impact of marketing on the individual, society and the market.
Strategic marketing planning. Marketing environment, consumer behavior, relationships with customers. From marketing 1.0 to 4.0. Relationship and value marketing. Lovemarks.
Target group, matching and lack of it, cultural, social and historical contexts, advertising message, choice of channels of reaching, frequency and length of the campaign. Image, sales, social and political advertising. Persuasive techniques used in advertising. Advertising message. Copywriting, the language of advertising, persuasive techniques used in advertising. Impact of advertising and resistance to communication.
Advertising Insight. Examples of building insights. Resisting the secret wishes of customers. Emotions used in advertising. Controversy in advertising and examples of shockvertising campaigns.
Ethics in advertising. Legal basis of the advertising market. Self-regulation of the advertising market. Advertising Council and Advertising Ethics Commission. Ads discriminating on grounds of sex, indecent, harmful to children, etc. Ads complained of by Poles. Case studies the most complained advertising.
Heroes and entities in advertising - man, authority, child, gender, physical attractiveness, stereotypes, emotions, humor, mood, events. occasions. Appeals in advertisements - comfort, luxury, better health, joy free time, savings, etc. Brand heroes. Emotional advertising. Christmas advertisement.
Advantages and disadvantages of advertising media. TV. Media advertising, external, ambient, BTL, visual identification, advertising on events, BTL, advertising at events, advertising through sponsorship, product placement,
Case studies from Poland and abroad related to all topics discussed during the classes.
Type of course
Course coordinators
Learning outcomes
Knowledge
1. Knowledge of marketing as a business market, its components and concepts and marketing concepts. Their importance and links with advertising. The impact of marketing on the individual, society and the market.
2. Knowledge dot. Components of strategic marketing planning.
3. Knowledge of marketing environment,
4. Knowledge concerning. The most important consumer behavior and ways of establishing and maintaining relations with customers.
5. Basic knowledge of marketing concepts; marketing mix, promotion mix, the determinants of advertising effectiveness.
6. Concerning placement of advertising in the communication process, relationships with PR and sponsorship.
7. Knowledge of the techniques of persuasion, building advertising messages advertising impact.
8. Knowledge of the main terms and concepts associated with advertising
9. Knowledge of communication channels, advertising media, their advantages and disadvantages, ATL and BTL campaigns, advertising forms
10. Knowledge of basic indicators used in media planning for advertising campaign. Knowledge of the acceptance test advertising
11. Knowledge of the most frequently used motifs, subjects, cancellations of advertising, the role of the role of brand hero
Skills
1. Evaluation of marketing and advertising.
2. Basic preparation guidelines strategic marketing planning and defining marketing environment.
3. Ways to maintain relationships with customers.
4. Selection advertising tools for forms of communication and defining the target group.
5. Basic skills of planning, selection of resources and team and to carry out an advertising campaign.
6. Creation of advertising messages
Other competences
1. Understands the need for creative, custom thinking in marketing communications and advertising
2. Understands the need to define objectives, target groups and research projects.
Assessment criteria
Written final exam.
Practical placement
Lack of
Bibliography
1. Kotler P, Marketing. Podręcznik europejski, Polskie Wydawnictwo Ekonomiczne, Warszawa 2002
2. Harackiewicz T, Rydel M., Podstawy marketingu, Wydawnictwo Wyższej Szkoły Humanistyczno-Ekonomicznej, Łódź 2003
3. Altkorn J., Strategia marki, Polskie Wydawnictwo Ekonomiczne, Warszawa 1999
4. De Chernatony, Marka. Wizja i tworzenie marki, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2003
5. Olins W, O marce, Instytut Marki Polskiej, Warszawa 2004
6. Ogilvy D, O reklamie, Wydawnictwo Studio Emka, Warszawa 2013
7. Veksner S, 100 idei, które zmieniły reklamę, Top Mark Centre, London 2015
8. Dariusz Doliński, Psychologiczne mechanizmy reklamy, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2005
9. Kończak J, Bylicki P, Marka korporacyjna i jej komunikacja, Public Dialog, Warszawa 2018
10. Cialdini R, Wywieranie wpływu na ludzi, Gdańskie Wydawnictwo Psychologiczne, Sopot 2008
11. Murdoch A., Kreatywność w reklamie, Państwowe Wydawnictwo Naukowe, Warszawa 2004
12. Jones J. Ph., Jak działa reklama, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2004
13. Kall J., Reklama, Państwowe Wydawnictwo Ekonomiczne, Warszawa 1994
14. Barry P, Pomysł w reklamie, Wydawnictwo naukowe PWN, Warszawa 2010
15. Caples J, Skuteczna reklama, Dom Wydawniczy ABC, Kraków 2001
16. Kozłowska A., Reklama. Socjotechnika oddziaływania, Wydawnictwo Szkoły Głównej Handlowej, Warszawa 2001
17. Kochan M., Slogany w reklamie i polityce, Wydawnictwo TRIO, Warszawa 2002
18. Gajlewicz M., Techniki perswazyjne. Podstawy, Difin, Warszawa 2009
19. Cwalina W., Falkowski A., Marketing polityczny. Perspektywa psychologiczna, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2006
20. Heath R., Ukryta moc reklamy, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2006
Additional information
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