Media Marketing 2700-L-DM-Z5MAME-PRM
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.
Type of course
Mode
Course coordinators
Learning outcomes
Knowledge:
1. 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.
2. 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:
3. 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 (alternative to interview examination).
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. Altkorn J, Podstawy marketingu, Wydawnictwo Akademii Ekonomicznej, Kraków 1997.
5. Boyd A., Dziennikarstwo radiowo-telewizyjne, Wydawnictwo Uniwersytetu Jagiellońskiego, Kraków 2006.
6. Edwards H., Day D., Kreowanie marek z pasją, Oficyna Ekonomiczna, Kraków 2006.
7. Hopfinger M., (red.), Nowe media w komunikacji społecznej XX wieku, Oficyna Naukowa, Warszawa 2005.
8. Kotler Ph., Marketing, Dom Wydawniczy REBIS, Poznań 2005.
9. Kowalski T., Jung B., Ekonomika mediów, Wydawnictwa Akademickie i Profesjonalne, Warszawa 2006.
10. Kowalski T., Jung B., Media na rynku, Wydawnictwa Akademickie i Profesjonalne, Warszawa 2006.
11. Mrozowski M., Media masowe, władza, rozrywka i biznes, ASPRA-JR, Warszawa 2001.
12. Patrzałek W., Elementy marketingu na rynku prasy, Wydawnictwo Uniwersytetu Wrocławskiego, Wrocław 2001.
13. Pleszczyński J., Etyka dziennikarska, Wydawnictwo Difin, Warszawa 2007.
14. R. D. Wimmer, J. R. Dominik, „Mass media. Metody badań", Wydawnictwo Uniwersytetu Jagiellońskiego, Kraków 2008.
15. Żuk P. (red.), Media i władza, Wydawnictwo Naukowe SCHOLAR, Warszawa 2006.
Additional information
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