Zachodniopomorski Uniwersytet Technologiczny w Szczecinie

Wydział Ekonomiczny - Economics (S1)
specjalność: Property Valuation and Real Estate Transactions

Sylabus przedmiotu Fundamentals of marketing:

Informacje podstawowe

Kierunek studiów Economics
Forma studiów studia stacjonarne Poziom pierwszego stopnia
Tytuł zawodowy absolwenta licencjat
Obszary studiów charakterystyki PRK
Profil ogólnoakademicki
Moduł
Przedmiot Fundamentals of marketing
Specjalność przedmiot wspólny
Jednostka prowadząca Katedra Zarządzania i Marketingu
Nauczyciel odpowiedzialny Joanna Hernik <joanna.hernik@zut.edu.pl>
Inni nauczyciele
ECTS (planowane) 3,0 ECTS (formy) 3,0
Forma zaliczenia zaliczenie Język polski
Blok obieralny Grupa obieralna

Formy dydaktyczne

Forma dydaktycznaKODSemestrGodzinyECTSWagaZaliczenie
ćwiczenia audytoryjneA2 25 2,00,50zaliczenie
wykładyW2 15 1,00,50zaliczenie

Wymagania wstępne

KODWymaganie wstępne
W-1none

Cele przedmiotu

KODCel modułu/przedmiotu
C-1Gaining knowledge about the rules and marketing tools
C-2Gaining knowledge on the methods of effective use of marketing tools in the business activities of enterprises

Treści programowe z podziałem na formy zajęć

KODTreść programowaGodziny
ćwiczenia audytoryjne
T-A-1The advantages and disadvantages of marketing2
T-A-2Marketing environment3
T-A-3Market segmentation2
T-A-4Marketing research - outline2
T-A-5Product - fortification3
T-A-6Price as a marketing tool2
T-A-7Strategy of distribution2
T-A-8Selected promotion tools - advertising and public relations4
T-A-9Selected promotion tools - merchandising and personal sale2
T-A-10New trends in marketing2
T-A-11The final test1
25
wykłady
T-W-1The essence and importance of marketing2
T-W-2Principles and types of marketing2
T-W-3Market segmentation2
T-W-4Product - concept, types, life cycle2
T-W-5General characteristics of promotion2
T-W-6General characteristics of distribution2
T-W-7Price as a marketing tool2
T-W-8The final test1
15

Obciążenie pracą studenta - formy aktywności

KODForma aktywnościGodziny
ćwiczenia audytoryjne
A-A-1Participation in classes25
A-A-2Preparation to test12
A-A-3Preparation to classes11
A-A-4Consultations2
50
wykłady
A-W-1Participation in classes15
A-W-2Preparation for the test5
A-W-3Preparation for lectures5
25

Metody nauczania / narzędzia dydaktyczne

KODMetoda nauczania / narzędzie dydaktyczne
M-1Problem lecture
M-2Case studies
M-3work in groups
M-4Didactic discussion, debate

Sposoby oceny

KODSposób oceny
S-1Ocena formująca: Preparation of individual work for the class
S-2Ocena formująca: Group work and presentation during classes
S-3Ocena podsumowująca: Colloquium (test)
S-4Ocena formująca: Evaluation of activity during classes

Zamierzone efekty uczenia się - wiedza

Zamierzone efekty uczenia sięOdniesienie do efektów kształcenia dla kierunku studiówOdniesienie do efektów zdefiniowanych dla obszaru kształceniaCel przedmiotuTreści programoweMetody nauczaniaSposób oceny
Ec_1A_C05/2.2_W01
student knows and understands the essence of marketing
Ec_1A_W01C-1T-A-1, T-W-1M-1, M-4S-1, S-3
Ec_1A_C05/2.2_W02
knows and understands the individual elements of marketing mix as well as marketing environment of company
Ec_1A_W08C-2, C-1T-W-3, T-W-4, T-W-5, T-W-6, T-W-7M-1, M-2S-3, S-4

Zamierzone efekty uczenia się - umiejętności

Zamierzone efekty uczenia sięOdniesienie do efektów kształcenia dla kierunku studiówOdniesienie do efektów zdefiniowanych dla obszaru kształceniaCel przedmiotuTreści programoweMetody nauczaniaSposób oceny
Ec_1A_C05/2.2_U01
can prepare a market segmentation plan
Ec_1A_U01, Ec_1A_U02C-2, C-1T-A-3, T-A-7, T-W-3, T-W-6M-1, M-3, M-4S-2, S-4
Ec_1A_C05/2.2_U02
can use marketing tools as a source of potential successes of the company
Ec_1A_U01, Ec_1A_U05, Ec_1A_U06, Ec_1A_U09C-2, C-1T-A-2, T-A-3, T-A-4, T-A-5, T-A-6, T-A-8, T-A-7, T-A-9M-1, M-2, M-3S-2, S-1, S-3, S-4

Zamierzone efekty uczenia się - inne kompetencje społeczne i personalne

Zamierzone efekty uczenia sięOdniesienie do efektów kształcenia dla kierunku studiówOdniesienie do efektów zdefiniowanych dla obszaru kształceniaCel przedmiotuTreści programoweMetody nauczaniaSposób oceny
Ec_1A_C05/2.2_K01
student is ready to critically evaluate his knowledge and draw conclusions from changes in the company's marketing environment
Ec_1A_K01, Ec_1A_K03, Ec_1A_K05C-2, C-1T-A-2, T-A-4, T-W-1M-1, M-2, M-3, M-4S-2, S-1, S-3

Kryterium oceny - wiedza

Efekt uczenia sięOcenaKryterium oceny
Ec_1A_C05/2.2_W01
student knows and understands the essence of marketing
2,0
3,0knows and understands what marketing is, giving the basic elements of the definition
3,5knows and understands marketing, discussing its elements in more detail
4,0knows how to interpret the assumptions and goals of marketing
4,5knows how to create specific marketing goals in relation to the selected market
5,0knows how to create a marketing concept by showing examples from the Polish and international market
Ec_1A_C05/2.2_W02
knows and understands the individual elements of marketing mix as well as marketing environment of company
2,0
3,0knows and understands the elements of marketing in the classical system (4P)
3,5knows and understands elements going beyond 4P
4,0knows other solutions for elements of the marketing mix, depending on the firm's environment
4,5knows and recognizes the elements of the environment that are important from the point of view of the marketing mix
5,0knows how to propose solutions in the field of marketing for a business operating in a specific environment

Kryterium oceny - umiejętności

Efekt uczenia sięOcenaKryterium oceny
Ec_1A_C05/2.2_U01
can prepare a market segmentation plan
2,0
3,0can identify potential target groups of activities
3,5can choose the best target groups for a given company
4,0can determine the availability of the market/segment
4,5can plan comprehensive activities related to the offer for a given segment
5,0can determine/estimate the effectiveness and efficiency of activities in each segment
Ec_1A_C05/2.2_U02
can use marketing tools as a source of potential successes of the company
2,0
3,0is able to explain the essence of innovation in the implementation of new products
3,5can propose a pricing strategy for a given market
4,0can plan distribution strategies
4,5can formulate a full set of marketing activities
5,0can formulate rules for effective implementation of marketing

Kryterium oceny - inne kompetencje społeczne i personalne

Efekt uczenia sięOcenaKryterium oceny
Ec_1A_C05/2.2_K01
student is ready to critically evaluate his knowledge and draw conclusions from changes in the company's marketing environment
2,0
3,0should be ready to observe the environment and draw conclusions from changes
3,5is ready to recognize the importance of knowledge in solving cognitive and practical problems
4,0is ready to think and act in an entrepreneurial way
4,5is ready to think and act in an entrepreneurial way
5,0is ready to think and act in an entrepreneurial way

Literatura podstawowa

  1. Ph. Kotler, Gary Armstrong, Lloyd C. Harris, Hongwei He, Principles of Marketing (European edition), Pearson Education, 2019, 8, ISBN-13: ‎ 978-1292269566
  2. Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee, Bilge Aykol, Advances in Global Marketing, Springer Cham, 2018, e-book: 978-3-319-61385-7, https://doi.org/10.1007/978-3-319-61385-7

Literatura dodatkowa

  1. David Jobber, Principles and Practice of Marketing, McGraw-Hill Education, London, 2016, ISBN-13: ‎ 978-0077174149
  2. Leonidas C. Leonidou Constantine S. Katsikeas Saeed Samiee Bilge Aykol, Advances in Global Marketing, Springer International Publishing AG, 2018, ISBN 978-3-319-61384-0

Treści programowe - ćwiczenia audytoryjne

KODTreść programowaGodziny
T-A-1The advantages and disadvantages of marketing2
T-A-2Marketing environment3
T-A-3Market segmentation2
T-A-4Marketing research - outline2
T-A-5Product - fortification3
T-A-6Price as a marketing tool2
T-A-7Strategy of distribution2
T-A-8Selected promotion tools - advertising and public relations4
T-A-9Selected promotion tools - merchandising and personal sale2
T-A-10New trends in marketing2
T-A-11The final test1
25

Treści programowe - wykłady

KODTreść programowaGodziny
T-W-1The essence and importance of marketing2
T-W-2Principles and types of marketing2
T-W-3Market segmentation2
T-W-4Product - concept, types, life cycle2
T-W-5General characteristics of promotion2
T-W-6General characteristics of distribution2
T-W-7Price as a marketing tool2
T-W-8The final test1
15

Formy aktywności - ćwiczenia audytoryjne

KODForma aktywnościGodziny
A-A-1Participation in classes25
A-A-2Preparation to test12
A-A-3Preparation to classes11
A-A-4Consultations2
50
(*) 1 punkt ECTS, odpowiada około 30 godzinom aktywności studenta

Formy aktywności - wykłady

KODForma aktywnościGodziny
A-W-1Participation in classes15
A-W-2Preparation for the test5
A-W-3Preparation for lectures5
25
(*) 1 punkt ECTS, odpowiada około 30 godzinom aktywności studenta
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_C05/2.2_W01student knows and understands the essence of marketing
Odniesienie do efektów kształcenia dla kierunku studiówEc_1A_W01He / she knows and understands at an advanced level economic and social facts and phenomena as well as theories explaining the complex relationships between them constituting the basic general knowledge in the discipline of economics and finance, as well as selected issues in the field of detailed knowledge
Cel przedmiotuC-1Gaining knowledge about the rules and marketing tools
Treści programoweT-A-1The advantages and disadvantages of marketing
T-W-1The essence and importance of marketing
Metody nauczaniaM-1Problem lecture
M-4Didactic discussion, debate
Sposób ocenyS-1Ocena formująca: Preparation of individual work for the class
S-3Ocena podsumowująca: Colloquium (test)
Kryteria ocenyOcenaKryterium oceny
2,0
3,0knows and understands what marketing is, giving the basic elements of the definition
3,5knows and understands marketing, discussing its elements in more detail
4,0knows how to interpret the assumptions and goals of marketing
4,5knows how to create specific marketing goals in relation to the selected market
5,0knows how to create a marketing concept by showing examples from the Polish and international market
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_C05/2.2_W02knows and understands the individual elements of marketing mix as well as marketing environment of company
Odniesienie do efektów kształcenia dla kierunku studiówEc_1A_W08He / she knows and understands the basic economic, legal, ethical and other conditions of activities related to the functioning of the economy
Cel przedmiotuC-2Gaining knowledge on the methods of effective use of marketing tools in the business activities of enterprises
C-1Gaining knowledge about the rules and marketing tools
Treści programoweT-W-3Market segmentation
T-W-4Product - concept, types, life cycle
T-W-5General characteristics of promotion
T-W-6General characteristics of distribution
T-W-7Price as a marketing tool
Metody nauczaniaM-1Problem lecture
M-2Case studies
Sposób ocenyS-3Ocena podsumowująca: Colloquium (test)
S-4Ocena formująca: Evaluation of activity during classes
Kryteria ocenyOcenaKryterium oceny
2,0
3,0knows and understands the elements of marketing in the classical system (4P)
3,5knows and understands elements going beyond 4P
4,0knows other solutions for elements of the marketing mix, depending on the firm's environment
4,5knows and recognizes the elements of the environment that are important from the point of view of the marketing mix
5,0knows how to propose solutions in the field of marketing for a business operating in a specific environment
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_C05/2.2_U01can prepare a market segmentation plan
Odniesienie do efektów kształcenia dla kierunku studiówEc_1A_U01He / she can use knowledge to identify and interpret socio-economic processes and phenomena with the use of methods and tools appropriate for economics
Ec_1A_U02He / she can apply knowledge to formulate and solve complex and unusual problems concerning socio-economic processes and phenomena in the micro-, meso- and macro-scale
Cel przedmiotuC-2Gaining knowledge on the methods of effective use of marketing tools in the business activities of enterprises
C-1Gaining knowledge about the rules and marketing tools
Treści programoweT-A-3Market segmentation
T-A-7Strategy of distribution
T-W-3Market segmentation
T-W-6General characteristics of distribution
Metody nauczaniaM-1Problem lecture
M-3work in groups
M-4Didactic discussion, debate
Sposób ocenyS-2Ocena formująca: Group work and presentation during classes
S-4Ocena formująca: Evaluation of activity during classes
Kryteria ocenyOcenaKryterium oceny
2,0
3,0can identify potential target groups of activities
3,5can choose the best target groups for a given company
4,0can determine the availability of the market/segment
4,5can plan comprehensive activities related to the offer for a given segment
5,0can determine/estimate the effectiveness and efficiency of activities in each segment
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_C05/2.2_U02can use marketing tools as a source of potential successes of the company
Odniesienie do efektów kształcenia dla kierunku studiówEc_1A_U01He / she can use knowledge to identify and interpret socio-economic processes and phenomena with the use of methods and tools appropriate for economics
Ec_1A_U05He / she is able to communicate with the environment using specialist terminology in the field of economics and finance
Ec_1A_U06He / she is able to take part in a debate by presenting and evaluating various positions and opinions and discuss selected problems of the modern economy, using the achievements and views of economics and finance authorities
Ec_1A_U09He / she is able to plan and organise individual work and cooperate with other people as part of team activities
Cel przedmiotuC-2Gaining knowledge on the methods of effective use of marketing tools in the business activities of enterprises
C-1Gaining knowledge about the rules and marketing tools
Treści programoweT-A-2Marketing environment
T-A-3Market segmentation
T-A-4Marketing research - outline
T-A-5Product - fortification
T-A-6Price as a marketing tool
T-A-8Selected promotion tools - advertising and public relations
T-A-7Strategy of distribution
T-A-9Selected promotion tools - merchandising and personal sale
Metody nauczaniaM-1Problem lecture
M-2Case studies
M-3work in groups
Sposób ocenyS-2Ocena formująca: Group work and presentation during classes
S-1Ocena formująca: Preparation of individual work for the class
S-3Ocena podsumowująca: Colloquium (test)
S-4Ocena formująca: Evaluation of activity during classes
Kryteria ocenyOcenaKryterium oceny
2,0
3,0is able to explain the essence of innovation in the implementation of new products
3,5can propose a pricing strategy for a given market
4,0can plan distribution strategies
4,5can formulate a full set of marketing activities
5,0can formulate rules for effective implementation of marketing
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_C05/2.2_K01student is ready to critically evaluate his knowledge and draw conclusions from changes in the company's marketing environment
Odniesienie do efektów kształcenia dla kierunku studiówEc_1A_K01He / she is ready to critically assess the possessed knowledge, skills and received content, to recognise the importance of knowledge in solving cognitive and practical problems, and is aware of the need to consult experts in case of difficulties with solving the problem on his / her own
Ec_1A_K03He / she is ready to think and act in an entrepreneurial way
Ec_1A_K05He / she is ready to show openness to the world and understanding for different cultures
Cel przedmiotuC-2Gaining knowledge on the methods of effective use of marketing tools in the business activities of enterprises
C-1Gaining knowledge about the rules and marketing tools
Treści programoweT-A-2Marketing environment
T-A-4Marketing research - outline
T-W-1The essence and importance of marketing
Metody nauczaniaM-1Problem lecture
M-2Case studies
M-3work in groups
M-4Didactic discussion, debate
Sposób ocenyS-2Ocena formująca: Group work and presentation during classes
S-1Ocena formująca: Preparation of individual work for the class
S-3Ocena podsumowująca: Colloquium (test)
Kryteria ocenyOcenaKryterium oceny
2,0
3,0should be ready to observe the environment and draw conclusions from changes
3,5is ready to recognize the importance of knowledge in solving cognitive and practical problems
4,0is ready to think and act in an entrepreneurial way
4,5is ready to think and act in an entrepreneurial way
5,0is ready to think and act in an entrepreneurial way