Specialist seminar 1 2700-M-DM-D3KOSP-PRM

Introduction: marketing communication as an area of analysis of scientific discourses. Basic terminology: IMC tools, postmodernism at IMC, digitization, feminization, ecological, neuromarketing, design marketing, and socially oriented marketing.
Types of consumer experience, motivations and consumer decisions, categorization of consumer profiles, consumer risk.
Review of communication tools: types of consumer promotions, packaging as a brand carrier.
Characteristics of communication through the environment: pop-up store, brand museums, art in the service of the brand.

Term 2023Z:

The seminar will be focused on the implementation of public relations, its methods and tools by governments, that conduct public diplomacy. The phenomenon, developing rapidly after 1989 also in Europe, will be understood as aimed at shaping images while influencing public opinion abroad. During seminars, students will do research on reasons, contexts and aims of public diplomacy implementation, its models in relation to the international position of states, its links to public relations, branding and propaganda. Students' research will be based on case studies. Special attention will be focused on Poland, its international perceptions, place in nation brand indexes, methods of re-branding, used by governments and NGOs.
Topics: public diplomacy and public relations convergence, public diplomacy strategies, mediated public diplomacy, audiences, users and stakeholders, symetric and asymetric communication in public diplomacy.

Term 2024Z:

Type of course

obligatory courses

Mode

Classroom

Course coordinators

Dagmara Tarka

Learning outcomes

After completing the course the student:
Knowledge
Has knowledge about the stages of marketing communication development and its current status. He understands the terms: experience marketing, sensory marketing, knows the synergy of communication tools in a marketing-oriented organization.
Skills
The student is able to analyze, according to the latest trends, marketing messages, analyze consumer profiles. Knows creative techniques leading to the concept of the communication project and the basic stages of its implementation.
Other competences
The student is able to critically approach marketing communication as an ambiguous area of contemporary organization practices

Assessment criteria

Witten exam, group project and individual activities during the class

Practical placement

Not needed

Bibliography

R.Batra , K.L.Keller, 2016, Integrating Marketing Communications: New Findings, New Lessons, and New Ideas, Journal of Marketing Vol. 80 (November 2016), 122–145.
K. Dziewianowska, A. Kacprzak, 2013, marketing doświadczeń PWN.
A. Lotko, 2013, Marketing wobec wyzwań ponowoczesności, CeDeWu.
K. Keller, Ph. Kotler, Marketing Management, Pearson, 2006.
A. Miltenburg, 2017, Brand the change, BIS Publishers.
T. Taranko, 2018, Komunikacja marketingowa. Istota, uwarunkowania, efekty, Wyd. Nieoczywiste.
J. Wiktor, 2013, Komunikacja marketingowa, PWN.

Term 2023Z:

Golan, G.J (ed.), International Public Relations and Public Diplomacy. Peter Lang, New York, 2015Hereźniak, M., Marka narodowa. Jak skutecznie budować wizerunek i reputację kraju. PWE, Warszawa 2011
Leonard M., Stead, C., Smewing, C., Public Diplomacy. The Foreign Policy Centre, London 2002.
Melissen, J. (red.), The New Public Diplomacy: Soft Power in International Relations. Palgrave Macmillan London 2005.
Ociepka, B., Miękka siła i dyplomacja publiczna Polski. Wyd. Scholar, Warszawa 2013
Ociepka, B., Nowa dyplomacja publiczna – perspektywa teorii stosunków międzynarodowych i komunikowania politycznego. „Przegląd Strategiczny”, 1, 2012, s. 129-139.
Signitzer, B.H., Combs, T., Public relations and public diplomacy: Conceptual convergence. "Public Relations Review" 1992, 2 (18), s. 137-147.
Snow, N., Taylor, P. (red.), Routledge Handbook of Public Diplomacy. Routledge, London 2009.
And online sources from the websites of ministries of foreign affairs, other governmental agencies, public relations agencies, nation brand indexes.

Term 2024Z:

Additional information

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

Description of 2700-M-DM-D3KOSP-PRM in USOSweb