Marketing in business

Marketing in business winter sem

Management II st.

a compulsory subject

Number of hours: 15H of project

Evaluation:

passing tasks and projects for a positive evaluation (average grade)

Learning goal: presentation of basic and current knowledge regarding marketing management in a changing market environment. Developing awareness for active activities in the field of marketing creation and management, with particular emphasis on the B2B sector.

Learning outcomes: knowledge, skills, social competences according to the documentation of the education program

Knowledge

S/he has in-depth knowledge of the place and importance of management sciences in the area of social sciences and humanities and its objective and methodological connection with other scientific disciplines. S/he knows the definitions of the humanities and social sciences. S/he knows and understands methods supporting business decision-making processes (group, multi-faceted), using various sources, techniques and tools for data acquisition in conjunction with the studied specialty. S/he has in-depth knowledge about the role of man in the organization and about the principles and organization of teamwork. S/he has in-depth knowledge about the settings conditioning the development of individual entrepreneurship. S/he knows the principles of creating and developing business activities.

Skills

Applies in-depth and specialized knowledge from a specific area of management sciences and related sciences in connection with the specialty. S/he independently diagnoses the situation, selects appropriate methods and tools to describe and analyse the problems and areas of the organization's activities and its environment S/he has the ability to design processes and changes in the organization as well as their prediction and management S/he is able to manage human, material, financial and information resources in order to perform tasks efficiently and effectively.

Social competencies

S/he is able to implement individual and team tasks related to management (in connection with the specialty), define and independently manage complex projects. S/he is able to communicate with the environment using specialist language, conducting discussions and negotiations. Uses various forms of cultural life. S/he is able to think and act in an entrepreneurial manner, is prepared and motivated to start own business; s/he is able to develop, analyse and evaluate ideas for his/hers own business. S/he is aware of his/hers knowledge and skills, understands the need for continuous education through expanding and updating knowledge in the field of management and related disciplines. Is able to critically evaluate the received content.

PROJECT

Project I

Part 1. The project of introducing a new brand to the market - choosing a product, services, defining goals and assumptions of the project

Part 2. The project of introducing a new brand to the market - developing the visual message of the brand - name, logo and colors

Deadline for submitting - mid-November

Project II

The idea to build brand awareness in a competitive market ..

Exhibition stand design

Presentations on the last 2 classes

The realization of the projects

The projects are sent by e-mail within the set deadline with confirmation of receipt.

Submission after the deadline results in obtaining the NS + evaluation of the project (average grade).

Projects are submitted in: PDF, WORD, PPT.

References

Marketing Management Philip Kotler - 2009 https://books.google.pl/books?isbn=0273718568

B2B Brand ManagementPhilip Kotler, ‎Waldemar Pfoertsch - 2006

https://books.google.pl/books?isbn=3540447296

The New Strategic Brand Management: Advanced Insights and Strategic ... Jean-Noël Kapferer - 2012

https://books.google.pl/books?isbn=0749465166

Advanced Brand Management: Managing Brands in a Changing World Paul Temporal - 2011

https://books.google.pl/books?isbn=1118181581

Brand Management: A Theoretical and Practical Approach Rik Riezebos, ‎H. J. Riezebos, ‎Bas Kist - 2003

https://books.google.pl/books?isbn=0273655051

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