Wydział Ekonomiczny - Economics (S1)
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
Wymagania wstępne
| KOD | Wymaganie wstępne |
|---|---|
| W-1 | none |
Cele przedmiotu
| KOD | Cel modułu/przedmiotu |
|---|---|
| C-1 | Gaining knowledge about the rules and marketing tools |
| C-2 | Gaining knowledge on the methods of effective use of marketing tools in the business activities of enterprises |
Treści programowe z podziałem na formy zajęć
| KOD | Treść programowa | Godziny |
|---|---|---|
| ćwiczenia audytoryjne | ||
| T-A-1 | The advantages and disadvantages of marketing | 2 |
| T-A-2 | Marketing environment | 3 |
| T-A-3 | Market segmentation | 2 |
| T-A-4 | Marketing research - outline | 2 |
| T-A-5 | Product - fortification | 3 |
| T-A-6 | Price as a marketing tool | 2 |
| T-A-7 | Strategy of distribution | 2 |
| T-A-8 | Selected promotion tools - advertising and public relations | 4 |
| T-A-9 | Selected promotion tools - merchandising and personal sale | 2 |
| T-A-10 | New trends in marketing | 2 |
| T-A-11 | The final test | 1 |
| 25 | ||
| wykłady | ||
| T-W-1 | The essence and importance of marketing | 2 |
| T-W-2 | Principles and types of marketing | 2 |
| T-W-3 | Market segmentation | 2 |
| T-W-4 | Product - concept, types, life cycle | 2 |
| T-W-5 | General characteristics of promotion | 2 |
| T-W-6 | General characteristics of distribution | 2 |
| T-W-7 | Price as a marketing tool | 2 |
| T-W-8 | The final test | 1 |
| 15 | ||
Obciążenie pracą studenta - formy aktywności
| KOD | Forma aktywności | Godziny |
|---|---|---|
| ćwiczenia audytoryjne | ||
| A-A-1 | Participation in classes | 25 |
| A-A-2 | Preparation to test | 12 |
| A-A-3 | Preparation to classes | 11 |
| A-A-4 | Consultations | 2 |
| 50 | ||
| wykłady | ||
| A-W-1 | Participation in classes | 15 |
| A-W-2 | Preparation for the test | 5 |
| A-W-3 | Preparation for lectures | 5 |
| 25 | ||
Metody nauczania / narzędzia dydaktyczne
| KOD | Metoda nauczania / narzędzie dydaktyczne |
|---|---|
| M-1 | Problem lecture |
| M-2 | Case studies |
| M-3 | work in groups |
| M-4 | Didactic discussion, debate |
Sposoby oceny
| KOD | Sposób oceny |
|---|---|
| S-1 | Ocena formująca: Preparation of individual work for the class |
| S-2 | Ocena formująca: Group work and presentation during classes |
| S-3 | Ocena podsumowująca: Colloquium (test) |
| S-4 | Ocena formująca: Evaluation of activity during classes |
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_C05/2.2_W01 student knows and understands the essence of marketing | Ec_1A_W01 | — | C-1 | T-A-1, T-W-1 | M-1, M-4 | S-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_W08 | — | C-2, C-1 | T-W-3, T-W-4, T-W-5, T-W-6, T-W-7 | M-1, M-2 | S-3, S-4 |
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_C05/2.2_U01 can prepare a market segmentation plan | Ec_1A_U01, Ec_1A_U02 | — | C-2, C-1 | T-A-3, T-A-7, T-W-3, T-W-6 | M-1, M-3, M-4 | S-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_U09 | — | C-2, C-1 | T-A-2, T-A-3, T-A-4, T-A-5, T-A-6, T-A-8, T-A-7, T-A-9 | M-1, M-2, M-3 | S-2, S-1, S-3, S-4 |
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_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_K05 | — | C-2, C-1 | T-A-2, T-A-4, T-W-1 | M-1, M-2, M-3, M-4 | S-2, S-1, S-3 |
Kryterium oceny - wiedza
| Efekt uczenia się | Ocena | Kryterium oceny |
|---|---|---|
| Ec_1A_C05/2.2_W01 student knows and understands the essence of marketing | 2,0 | |
| 3,0 | knows and understands what marketing is, giving the basic elements of the definition | |
| 3,5 | knows and understands marketing, discussing its elements in more detail | |
| 4,0 | knows how to interpret the assumptions and goals of marketing | |
| 4,5 | knows how to create specific marketing goals in relation to the selected market | |
| 5,0 | knows 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 | |
| 3,0 | knows and understands the elements of marketing in the classical system (4P) | |
| 3,5 | knows and understands elements going beyond 4P | |
| 4,0 | knows other solutions for elements of the marketing mix, depending on the firm's environment | |
| 4,5 | knows and recognizes the elements of the environment that are important from the point of view of the marketing mix | |
| 5,0 | knows how to propose solutions in the field of marketing for a business operating in a specific environment |
Kryterium oceny - umiejętności
| Efekt uczenia się | Ocena | Kryterium oceny |
|---|---|---|
| Ec_1A_C05/2.2_U01 can prepare a market segmentation plan | 2,0 | |
| 3,0 | can identify potential target groups of activities | |
| 3,5 | can choose the best target groups for a given company | |
| 4,0 | can determine the availability of the market/segment | |
| 4,5 | can plan comprehensive activities related to the offer for a given segment | |
| 5,0 | can 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 | |
| 3,0 | is able to explain the essence of innovation in the implementation of new products | |
| 3,5 | can propose a pricing strategy for a given market | |
| 4,0 | can plan distribution strategies | |
| 4,5 | can formulate a full set of marketing activities | |
| 5,0 | can formulate rules for effective implementation of marketing |
Kryterium oceny - inne kompetencje społeczne i personalne
| Efekt uczenia się | Ocena | Kryterium 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 | |
| 3,0 | should be ready to observe the environment and draw conclusions from changes | |
| 3,5 | is ready to recognize the importance of knowledge in solving cognitive and practical problems | |
| 4,0 | is ready to think and act in an entrepreneurial way | |
| 4,5 | is ready to think and act in an entrepreneurial way | |
| 5,0 | is ready to think and act in an entrepreneurial way |
Literatura podstawowa
- Ph. Kotler, Gary Armstrong, Lloyd C. Harris, Hongwei He, Principles of Marketing (European edition), Pearson Education, 2019, 8, ISBN-13: 978-1292269566
- 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
- David Jobber, Principles and Practice of Marketing, McGraw-Hill Education, London, 2016, ISBN-13: 978-0077174149
- 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