Wydział Ekonomiczny - Economics (S1)
specjalność: Accounting and Finance in Economic Entities
Sylabus przedmiotu Marketing management and planning:
Informacje podstawowe
| Kierunek studiów | Economics | ||
|---|---|---|---|
| Forma studiów | studia stacjonarne | Poziom | pierwszego stopnia |
| Tytuł zawodowy absolwenta | licencjat | ||
| Obszary studiów | charakterystyki PRK | ||
| Profil | ogólnoakademicki | ||
| Moduł | — | ||
| Przedmiot | Marketing management and planning | ||
| Specjalność | przedmiot wspólny | ||
| Jednostka prowadząca | Katedra Zarządzania i Marketingu | ||
| Nauczyciel odpowiedzialny | Karolina Ertmańska <karolina.ertmanska@zut.edu.pl> | ||
| Inni nauczyciele | |||
| ECTS (planowane) | 3,0 | ECTS (formy) | 3,0 |
| Forma zaliczenia | zaliczenie | Język | polski |
| Blok obieralny | — | Grupa obieralna | — |
Formy dydaktyczne
Wymagania wstępne
| KOD | Wymaganie wstępne |
|---|---|
| W-1 | Knowledge of basics of marketing |
Cele przedmiotu
| KOD | Cel modułu/przedmiotu |
|---|---|
| C-1 | To know the basic concepts of marketing management. |
| C-2 | To have basic knowledge about the stages of preparing marketing plans |
| C-3 | Be able to carry out marketing analyzes and formulate marketing strategies. |
| C-4 | Education of market-oriented attitudes. |
Treści programowe z podziałem na formy zajęć
| KOD | Treść programowa | Godziny |
|---|---|---|
| ćwiczenia audytoryjne | ||
| T-A-1 | General analysis of the company's situation | 4 |
| T-A-2 | Company's mission and market | 2 |
| T-A-3 | SWOT analysis | 2 |
| T-A-4 | Analysis of the attractiveness of market segments | 2 |
| T-A-5 | Product positioning | 3 |
| T-A-6 | Planning the company's marketing strategy | 4 |
| T-A-7 | Marketing program: product, price, place, promotion | 4 |
| T-A-8 | Ongoing management of the implementation of marketing plans | 4 |
| 25 | ||
| wykłady | ||
| T-W-1 | The essence, process, stages and functions of marketing management | 4 |
| T-W-2 | Structure of marketing plan | 4 |
| T-W-3 | Marketing program: product, price, place, promotion | 3 |
| T-W-4 | Control of marketing plan | 3 |
| T-W-5 | Course passing - test | 1 |
| 15 | ||
Obciążenie pracą studenta - formy aktywności
| KOD | Forma aktywności | Godziny |
|---|---|---|
| ćwiczenia audytoryjne | ||
| A-A-1 | In-class participation | 25 |
| A-A-2 | Analysis of the company's situation - group work | 12 |
| A-A-3 | Case study analysis - group work | 11 |
| A-A-4 | consultations | 2 |
| 50 | ||
| wykłady | ||
| A-W-1 | In-class participation | 15 |
| A-W-2 | Preparation for test | 8 |
| A-W-3 | student's own work | 2 |
| 25 | ||
Metody nauczania / narzędzia dydaktyczne
| KOD | Metoda nauczania / narzędzie dydaktyczne |
|---|---|
| M-1 | Information lecture |
| M-2 | Problem lecture |
| M-3 | Case study analysis |
| M-4 | preparation and presentation of projects using multimedia forms |
Sposoby oceny
| KOD | Sposób oceny |
|---|---|
| S-1 | Ocena formująca: Assessment of in-class participation |
| S-2 | Ocena podsumowująca: Project - case study and solution proposals |
| S-3 | Ocena podsumowująca: Colloquium - test and problem questions. |
Zamierzone efekty uczenia się - wiedza
| Zamierzone efekty uczenia się | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób oceny |
|---|---|---|---|---|---|---|
| Ec_1A_C14/4.4_W01 The student knows and understands the basic concepts of marketing management and planning | Ec_1A_W01 | — | C-1 | T-W-1 | M-1 | S-3 |
| Ec_1A_C14/4.4_W02 The student knows and understands the structure and content of the marketing plan | Ec_1A_W05, Ec_1A_W07, Ec_1A_W08 | — | C-2, C-3 | T-W-2, T-W-1, T-W-4, T-W-3 | M-3, M-1 | S-1, S-2 |
Zamierzone efekty uczenia się - umiejętności
| Zamierzone efekty uczenia się | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób oceny |
|---|---|---|---|---|---|---|
| Ec_1A_C14/4.4_U01 The student can use knowledge to create a marketing plan | Ec_1A_U01, Ec_1A_U04, Ec_1A_U07 | — | C-4, C-3 | T-W-2, T-A-2, T-A-3, T-A-4, T-A-6, T-A-7, T-A-1, T-A-8, T-A-5 | M-3, M-4 | S-1, S-2 |
Zamierzone efekty uczenia się - inne kompetencje społeczne i personalne
| Zamierzone efekty uczenia się | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób oceny |
|---|---|---|---|---|---|---|
| Ec_1A_C14/4.4_K01 The student is ready to critically assess the role of marketing management in the company | Ec_1A_K01, Ec_1A_K03, Ec_1A_K04 | — | C-4 | T-W-1, T-W-4, T-A-8 | M-3, M-4 | S-1 |
Kryterium oceny - wiedza
| Efekt uczenia się | Ocena | Kryterium oceny |
|---|---|---|
| Ec_1A_C14/4.4_W01 The student knows and understands the basic concepts of marketing management and planning | 2,0 | It does not define the basic concepts of marketing management and planning |
| 3,0 | Defines the basic concepts of marketing management and planning. | |
| 3,5 | Uses a conceptual apparatus in the field of marketing planning and management. | |
| 4,0 | Identifies activities related to the development of marketing plans | |
| 4,5 | Has knowledge about the development of marketing plans. | |
| 5,0 | Explains the importance of marketing plans in enterprise development. | |
| Ec_1A_C14/4.4_W02 The student knows and understands the structure and content of the marketing plan | 2,0 | He does not know the structure and content of marketing plans. |
| 3,0 | He can replace the elements of the structure and content of marketing plans. | |
| 3,5 | He is able to discuss the elements of the structure and content of marketing plans. | |
| 4,0 | Has the ability to develop company's marketing plans. | |
| 4,5 | Has the ability to implement enterprise marketing plans. | |
| 5,0 | He can explain the importance of marketing plans in the development of the company. |
Kryterium oceny - umiejętności
| Efekt uczenia się | Ocena | Kryterium oceny |
|---|---|---|
| Ec_1A_C14/4.4_U01 The student can use knowledge to create a marketing plan | 2,0 | He can not manage the development of marketing plans. |
| 3,0 | He can assess the role of marketing plans in the company's operations. | |
| 3,5 | He can critically evaluate the quality of marketing plans. | |
| 4,0 | He can analyze the advantages and disadvantages of the marketing plans developed. | |
| 4,5 | He can develop company's marketing plans. | |
| 5,0 | He can implement company's marketing plans. |
Kryterium oceny - inne kompetencje społeczne i personalne
| Efekt uczenia się | Ocena | Kryterium oceny |
|---|---|---|
| Ec_1A_C14/4.4_K01 The student is ready to critically assess the role of marketing management in the company | 2,0 | He does not understand the role of marketing management in an enterprise. |
| 3,0 | Understands the importance of competitiveness in the company's operations. | |
| 3,5 | Understands the role of marketing plans in the development of a company and its competitive struggle in market conditions. | |
| 4,0 | He understands the role of the company's marketing activities for society. | |
| 4,5 | Identifies the development company as a workplace for community members. | |
| 5,0 | He is able to argue the strengths and weaknesses of marketing plans in the development of the company. |
Literatura podstawowa
- Knecht Z., Zarządzanie i planowanie marketingowe, C.H. Beck, Warszawa, 2008
- Rosa G., Zarządzanie marketingowe, CH Beck, Warszawa, 2012
- Pomykalski A., Zarządzanie i planowanie marketingowe, PWN, Warszawa, 2020
- Kotler Ph, Keller k, Marketing Management. Global Edition, Pearson, London, 2021
Literatura dodatkowa
- Kotler Ph., Keller K.L., Marketing, Rebis, Warszawa, 2018
- Philip Kotler, Hermawan Kartajaya, Ivan Setiawan, Marketing 4.0. Era cyfrowa, MT Biznes, Warszawa, 2017