Media Marketing - workshop 2700-M-DM-D3MAME-PRM
Classes are divided into two areas:
1. In the first part of the class, we analyse the product, price, distribution and promotion indicated by the media leader (each group analyses one medium).
2. Translating theory into MM practice:
a) students are divided into small groups
b) Students create a media product (content, logo, slogan).
c) Students create a distribution for the product (traditional and electronic).
d) Students value the product (the cost of personal and institutional).
e) Students create a promotional strategy (promotion of self-promotion and external).
Mode
Course coordinators
Term 2024Z: | Term 2023Z: |
Type of course
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 their own daily work, relating to the broadly-defined media (marketing departments, PR and promotion, both the media and the institutions associated with them).
OTHER COMPETENCIES:
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
Analysis of an existing media product: individual components (product description, distribution, price, promotion) are discussed in the form of presentation and evaluated on a scale of 2-5.
New media product: individual components (description of the concept, product content, distribution, price, promotion, offer modification) are discussed in the form of presentation and evaluated on a scale of 2-5.
The average of the marks is the final mark of the subject.
Practical placement
not needed
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. Kotler Ph., Keller. K.L, Marketing, Dom Wydawniczy REBIS, Poznań 2005.
5. Kowalski T., Jung B., Ekonomika mediów, Wydawnictwa Akademickie i Profesjonalne, Warszawa 2006.
6. Kowalski T., Jung B., Media na rynku, Wydawnictwa Akademickie i Profesjonalne, Warszawa 2006.
7. Pleszczyński J., Etyka dziennikarska, Wydawnictwo Difin, Warszawa 2007.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: