Innovative marketing for small company 2400-ZEWW836-OG

Thomas Jefferson once said: "Stopping advertising to save money is like breaking the clock to stop time." Just as it is pointless to break clocks, there is also no point in creating an advertisement without knowing the client thoroughly and without a specific strategy. But what does it mean to have a marketing strategy? How to get to know and understand customer needs? What does it mean that marketing is a battle on perception? Does 'innovative marketing' mean 'expensive marketing'?
Classes will be conducted in the form of an online course, part of which (about 50%) will be carried out in the form of synchronous classes. The second half will be carried out during the participant's independent work, using the Moodle e-learning platform.
The course consists of 7 lessons and is planned for 15 hours.
Lesson 1: Strategically About Marketing.
During the first synchronous classes, the following topics will be discussed:
 What is marketing orientation and how does it reflect on the company's policy?
 What is the purpose of marketing and what is its key role?
 Segmentation, targeting and positioning - a strategic approach to marketing.
 "Marketing is not a fight on products, it is a fight on perception." Who said it, and was he right?
 Advertisings, but not as an annoying break during the movie, but as material for discussion.
Lesson 2: Marketing MIX - what, how and why do we mixing?"
During this asynchronous lesson on the e-learning platform, participants will learn about components of the marketing composition. Videos, online quizzes, and assignments will be used during the course.
Lesson 3: About how we perceive, reason, and making decisions.
During this asynchronous lesson on the e-learning platform, participants will learn about the main psychological determinants of decision making. They will learn, among other things, why purchasing decisions are rarely the result of thoughtful and logical analysis, and how knowledge in the field of behavioral economics can help marketers in their work.
Lesson 4: Design Thinking - How to meet the needs of your customers through empathy.
During this asynchronous lesson on the e-learning platform, participants will learn, among other things, how to get to know customers better and understand their needs. They will learn the basic assumptions of the design thinking approach and how it can help manage customer experience.
Lesson 5: E-marketing?
In today's world, e-marketing is no longer an innovation, but a standard for every company that uses the Internet to promote its products and / or services. During this asynchronous lesson on the e-learning platform, participants will get acquainted with the basic assumptions and activities in e-marketing. Is content really king? And if so: Who is the queen?
Lesson 6: Innovative marketing – „Differentiate or Die”
During this asynchronous lesson on the e-learning platform, participants will learn the basic of selected types of innovative approaches in the marketing, for example: buzz, ambient, guerilla marketing and gamification. We will also talk about the role of micro-influencers and opinion leaders.
Lesson 7: Innovative marketing for small company - Workshops
During synchronized classes, participants will have the opportunity to practice the knowledge they acquired during the stand-alone classes. The exercises will be carried out independently and in groups.

Type of course

general courses

Prerequisites (description)

The course is implemented as part of a project co-financed by the European Union with the European Social Fund under the Operational Program Knowledge Education Development 2014-2020. Therefore, it is necessary to register on the website: https://www.wne.uw.edu.pl/pl/misja-wne/formularz-4 and sign a training contract. Course is free of charges. After completing the course participants will receive certificates confirming participation in the training co-financed by the European Union.

Course coordinators

Krzysztof Machulec
Agnieszka Różycka

Learning outcomes

Knowledge
After completing the course, participants:
• are able to list and characterize the basic marketing tools (4p and 7p).
• acquired an extended knowledge of the STP marketing strategy. They can name its individual elements and define them. They also know the basic criteria for selecting the target market.
• know the stages of the design thinking process.
• can use professional terminology in marketing.
• broadened their knowledge of cognitive psychology, especially in psychology of judgment and decision making.
• are able to name and characterize the basic activities widely used in e-marketing.
• have extended knowledge in innovative types of marketing and their practical application.

Skills
After completing the course, participants:
• understand the specificity of the functioning of a company with a marketing orientation.
• have acquired the ability to apply the various stages of the STP strategy.
• can apply the design thinking methodology and understand its usefulness in customer experience management.
• are able to recognize the operation of basic judgment heuristics, they know how to apply selected heuristics in marketing practice.
• are able to characterize and provide examples of selected innovative marketing activities.

Social competences
After completing the course, participants:
• are aware of the role that unconscious thought processes play in making decisions.
• can better understand their own decision-making processes.
• develops the ability to think empathically and improv their sensitivity to people's needs.
• learns to think outside the box and creatively - they better tolerate uncertainty.
• are increasing communication skills and the ability to work in a group.
• improves the sensitivity and sense of marketing ethics.

Assessment criteria

Participants are assessed on the basis of three elements:
- presence, attendance and participation in on-line meetings,
- accomplishment of asynchronous lessons and tasks on the Moodle platform,
- and the result of the final test.
To pass the course, the student must obtain a minimum of 60% of each of the above.

Bibliography

Basic literature:
• G. Amstrong, Ph. Kotler. „Marketing-wprowadzenie”, Wolters Kluwer, Kraków 2012.
• J. Trout, A. Ries. „Wojujący marketing. Zwycięskie strategie i kampanie”, Onepress 2007.

Additional literature:
• Ph. Kotler, K. Hermawan, S. Iwan. „Marketing 4.0”. MT Biznes, Warszawa 2017.
• D. Ariely. „Potęga irracjonalności. Ukryte siły, które wpływają na nasze decyzje”. Wydawnictwo Smak Słowa, Warszawa 2018.
• A. Romaniuk, J. Kałczyńska. „Zapalniki zmian”. Instytut Ekonomii Behawioralnej, Warszawa 2020.

Notes

Term 2023Z:

None

Additional information

Information on level of this course, year of study and semester when the course unit is delivered, types and amount of class hours - can be found in course structure diagrams of apropriate study programmes. This course is related to the following study programmes:

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

Description of 2400-ZEWW836-OG in USOSweb