Zachodniopomorski Uniwersytet Technologiczny w Szczecinie

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

Sylabus przedmiotu Shaping of company's image:

Informacje podstawowe

Kierunek studiów Economics
Forma studiów studia stacjonarne Poziom pierwszego stopnia
Tytuł zawodowy absolwenta licencjat
Obszary studiów charakterystyki PRK
Profil ogólnoakademicki
Moduł
Przedmiot Shaping of company's image
Specjalność przedmiot wspólny
Jednostka prowadząca Katedra Zarządzania i Marketingu
Nauczyciel odpowiedzialny Joanna Hernik <joanna.hernik@zut.edu.pl>
Inni nauczyciele
ECTS (planowane) 2,0 ECTS (formy) 2,0
Forma zaliczenia zaliczenie Język polski
Blok obieralny 3 Grupa obieralna 5

Formy dydaktyczne

Forma dydaktycznaKODSemestrGodzinyECTSWagaZaliczenie
ćwiczenia audytoryjneA5 25 2,01,00zaliczenie

Wymagania wstępne

KODWymaganie wstępne
W-1Basic knowledge of management and marketing

Cele przedmiotu

KODCel modułu/przedmiotu
C-1Participants are to acquire basic knowledge in the field of shaping the company's image
C-2students have to analyze the identity tokens themselves
C-3students should plan promotional activities necessary to create a positive image

Treści programowe z podziałem na formy zajęć

KODTreść programowaGodziny
ćwiczenia audytoryjne
T-A-1What is the image? Image creation tools.2
T-A-2Image and identity tokens2
T-A-3Formulating a company mission. Impact on the image3
T-A-4Image and crises in the company's activity.4
T-A-5Employee as the image creator.4
T-A-6Business ethics and image.4
T-A-7Image management in time.2
T-A-8Research on the company's image.2
T-A-9Presentation of projects2
25

Obciążenie pracą studenta - formy aktywności

KODForma aktywnościGodziny
ćwiczenia audytoryjne
A-A-1Lecture25
A-A-2A project evaluating image of a selected company20
A-A-3Analysis of media messages - preparation for classes.4
A-A-4Problem questions - answer by e-mail.1
50

Metody nauczania / narzędzia dydaktyczne

KODMetoda nauczania / narzędzie dydaktyczne
M-1Problem lecture with PP presentations
M-2Conversational lecture
M-3Case studies

Sposoby oceny

KODSposób oceny
S-1Ocena formująca: Activity during classes (discussion)
S-2Ocena formująca: Performed housework (short works, answer e-mail)
S-3Ocena podsumowująca: A project evaluating the image of a selected company

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_O12/5.2_W01
Student knows and understands the essence of the image and the process of its formation
Ec_1A_W01, Ec_1A_W04C-1T-A-4, T-A-5, T-A-7, T-A-8, T-A-1, T-A-2, T-A-3M-1S-3

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_O12/5.2_U01
Student knows how to prepare programs of promotional activities aimed at creating a positive image of the company
Ec_1A_U01, Ec_1A_U04C-2, C-3T-A-4, T-A-5, T-A-6, T-A-7, T-A-1M-2, M-3S-2, S-3

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_O12/5.2_K01
Student is ready to critically evaluate the company's activities
Ec_1A_K01, Ec_1A_K03C-2, C-3T-A-6, T-A-7, T-A-8M-3S-1, S-2, S-3

Kryterium oceny - wiedza

Efekt uczenia sięOcenaKryterium oceny
Ec_1A_O12/5.2_W01
Student knows and understands the essence of the image and the process of its formation
2,0
3,0knows and understands the process of shaping the image
3,5knows and understands the elements of firm's identity
4,0knows and understands the elements that shape a positive business identity
4,5knows and understands the relationship between identity and image
5,0knows and thoroughly understands the activities aimed at shaping the company's image

Kryterium oceny - umiejętności

Efekt uczenia sięOcenaKryterium oceny
Ec_1A_O12/5.2_U01
Student knows how to prepare programs of promotional activities aimed at creating a positive image of the company
2,0
3,0can prepare a set of activities in the field of Public Relations
3,5can prepare a proposal of actions leading to the assessment of the company's image
4,0can choose promotion activities necessary to shape the image
4,5can implement the principles of ethics in the program of activities shaping the image
5,0can prepare a plan for shaping the image in a crisis

Kryterium oceny - inne kompetencje społeczne i personalne

Efekt uczenia sięOcenaKryterium oceny
Ec_1A_O12/5.2_K01
Student is ready to critically evaluate the company's activities
2,0
3,0is ready to critically assess the knowledge and received information
3,5is ready to recognize the importance of knowledge in solving cognitive and practical problems and to seek the opinion of experts in case of difficulties with independent problem solving
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. John M. T. Balmer, Shaun M. Powell, Joachim Kernstock, Tim Oliver Brexendorf, Advances in Corporate Branding, Palgrave Macmillan London, 2017, ISBN 978-1-352-00007-8, https://doi.org/10.1057/978-1-352-00008-5
  2. Marcos Ormeño, Managing Corporate Brands, Deutscher Universitäts-Verlag, 2007, ISBN 978-3-8350-0781-9

Literatura dodatkowa

  1. Jesus Meza Lueza, Corporate Image on the Web: How big companies project their corporate identity online, LAP Lambert Acad. Publ., 2009, ISBN-13: ‎ 978-3838315706
  2. John Balmer, Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level, Taylor & Francis Ltd., 2003, ISBN-13: ‎ 978-0415284219
  3. Verena Schwaighofer, Tourist Destination Images and Local Culture, Springer, 2014, ISBN 978-3-658-04520-3

Treści programowe - ćwiczenia audytoryjne

KODTreść programowaGodziny
T-A-1What is the image? Image creation tools.2
T-A-2Image and identity tokens2
T-A-3Formulating a company mission. Impact on the image3
T-A-4Image and crises in the company's activity.4
T-A-5Employee as the image creator.4
T-A-6Business ethics and image.4
T-A-7Image management in time.2
T-A-8Research on the company's image.2
T-A-9Presentation of projects2
25

Formy aktywności - ćwiczenia audytoryjne

KODForma aktywnościGodziny
A-A-1Lecture25
A-A-2A project evaluating image of a selected company20
A-A-3Analysis of media messages - preparation for classes.4
A-A-4Problem questions - answer by e-mail.1
50
(*) 1 punkt ECTS, odpowiada około 30 godzinom aktywności studenta
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_O12/5.2_W01Student knows and understands the essence of the image and the process of its formation
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
Ec_1A_W04He / she knows and understands at an advanced level the forms of social institutions (public, cultural, political, legal, economic), their structures, as well as the relationships between them on a national and international scale
Cel przedmiotuC-1Participants are to acquire basic knowledge in the field of shaping the company's image
Treści programoweT-A-4Image and crises in the company's activity.
T-A-5Employee as the image creator.
T-A-7Image management in time.
T-A-8Research on the company's image.
T-A-1What is the image? Image creation tools.
T-A-2Image and identity tokens
T-A-3Formulating a company mission. Impact on the image
Metody nauczaniaM-1Problem lecture with PP presentations
Sposób ocenyS-3Ocena podsumowująca: A project evaluating the image of a selected company
Kryteria ocenyOcenaKryterium oceny
2,0
3,0knows and understands the process of shaping the image
3,5knows and understands the elements of firm's identity
4,0knows and understands the elements that shape a positive business identity
4,5knows and understands the relationship between identity and image
5,0knows and thoroughly understands the activities aimed at shaping the company's image
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_O12/5.2_U01Student knows how to prepare programs of promotional activities aimed at creating a positive image 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_U04He / she is able to select and apply appropriate methods and tools, including advanced information and communication techniques for analysing and forecasting economic processes and phenomena and solving economic problems
Cel przedmiotuC-2students have to analyze the identity tokens themselves
C-3students should plan promotional activities necessary to create a positive image
Treści programoweT-A-4Image and crises in the company's activity.
T-A-5Employee as the image creator.
T-A-6Business ethics and image.
T-A-7Image management in time.
T-A-1What is the image? Image creation tools.
Metody nauczaniaM-2Conversational lecture
M-3Case studies
Sposób ocenyS-2Ocena formująca: Performed housework (short works, answer e-mail)
S-3Ocena podsumowująca: A project evaluating the image of a selected company
Kryteria ocenyOcenaKryterium oceny
2,0
3,0can prepare a set of activities in the field of Public Relations
3,5can prepare a proposal of actions leading to the assessment of the company's image
4,0can choose promotion activities necessary to shape the image
4,5can implement the principles of ethics in the program of activities shaping the image
5,0can prepare a plan for shaping the image in a crisis
PoleKODZnaczenie kodu
Zamierzone efekty uczenia sięEc_1A_O12/5.2_K01Student is ready to critically evaluate the company's activities
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
Cel przedmiotuC-2students have to analyze the identity tokens themselves
C-3students should plan promotional activities necessary to create a positive image
Treści programoweT-A-6Business ethics and image.
T-A-7Image management in time.
T-A-8Research on the company's image.
Metody nauczaniaM-3Case studies
Sposób ocenyS-1Ocena formująca: Activity during classes (discussion)
S-2Ocena formująca: Performed housework (short works, answer e-mail)
S-3Ocena podsumowująca: A project evaluating the image of a selected company
Kryteria ocenyOcenaKryterium oceny
2,0
3,0is ready to critically assess the knowledge and received information
3,5is ready to recognize the importance of knowledge in solving cognitive and practical problems and to seek the opinion of experts in case of difficulties with independent problem solving
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