Wydział Ekonomiczny - Economics 28.09.2023 transfer (S1)
Sylabus przedmiotu Shaping of company's image:
Informacje podstawowe
| Kierunek studiów | Economics 28.09.2023 transfer | ||
|---|---|---|---|
| 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
Wymagania wstępne
| KOD | Wymaganie wstępne |
|---|---|
| W-1 | Basic knowledge of management and marketing |
Cele przedmiotu
| KOD | Cel modułu/przedmiotu |
|---|---|
| C-1 | Participants are to acquire basic knowledge in the field of shaping the company's image |
| C-2 | students have to analyze the identity tokens themselves |
| C-3 | students should plan promotional activities necessary to create a positive image |
Treści programowe z podziałem na formy zajęć
| KOD | Treść programowa | Godziny |
|---|---|---|
| ćwiczenia audytoryjne | ||
| T-A-1 | What is the image? Image creation tools. | 2 |
| T-A-2 | Image and identity tokens | 2 |
| T-A-3 | Formulating a company mission. Impact on the image | 3 |
| T-A-4 | Image and crises in the company's activity. | 4 |
| T-A-5 | Employee as the image creator. | 4 |
| T-A-6 | Business ethics and image. | 4 |
| T-A-7 | Image management in time. | 2 |
| T-A-8 | Research on the company's image. | 2 |
| T-A-9 | Presentation of projects | 2 |
| 25 | ||
Obciążenie pracą studenta - formy aktywności
| KOD | Forma aktywności | Godziny |
|---|---|---|
| ćwiczenia audytoryjne | ||
| A-A-1 | Lecture | 25 |
| A-A-2 | A project evaluating image of a selected company | 20 |
| A-A-3 | Analysis of media messages - preparation for classes. | 4 |
| A-A-4 | Problem questions - answer by e-mail. | 1 |
| 50 | ||
Metody nauczania / narzędzia dydaktyczne
| KOD | Metoda nauczania / narzędzie dydaktyczne |
|---|---|
| M-1 | Problem lecture with PP presentations |
| M-2 | Conversational lecture |
| M-3 | Case studies |
Sposoby oceny
| KOD | Sposób oceny |
|---|---|
| S-1 | Ocena formująca: Activity during classes (discussion) |
| S-2 | Ocena formująca: Performed housework (short works, answer e-mail) |
| S-3 | Ocena podsumowująca: A project evaluating the image of a selected company |
Zamierzone efekty kształcenia - wiedza
| Zamierzone efekty kształcenia | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób oceny |
|---|---|---|---|---|---|---|
| Ec_1A_O12/5.2_W01 Student knows and understands the essence of the image and the process of its formation | Ec_1A_W04, Ec_1A_W01 | — | C-1 | T-A-1, T-A-2, T-A-3, T-A-4, T-A-5, T-A-7, T-A-8 | M-1 | S-3 |
Zamierzone efekty kształcenia - umiejętności
| Zamierzone efekty kształcenia | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób 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_U04 | — | C-2, C-3 | T-A-1, T-A-4, T-A-5, T-A-6, T-A-7 | M-2, M-3 | S-2, S-3 |
Zamierzone efekty kształcenia - inne kompetencje społeczne i personalne
| Zamierzone efekty kształcenia | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób oceny |
|---|---|---|---|---|---|---|
| Ec_1A_O12/5.2_K01 Student is ready to critically evaluate the company's activities | Ec_1A_K03, Ec_1A_K01 | — | C-2, C-3 | T-A-6, T-A-7, T-A-8 | M-3 | S-1, S-2, S-3 |
Kryterium oceny - wiedza
| Efekt kształcenia | Ocena | Kryterium oceny |
|---|---|---|
| Ec_1A_O12/5.2_W01 Student knows and understands the essence of the image and the process of its formation | 2,0 | |
| 3,0 | knows and understands the process of shaping the image | |
| 3,5 | knows and understands the elements of firm's identity | |
| 4,0 | knows and understands the elements that shape a positive business identity | |
| 4,5 | knows and understands the relationship between identity and image | |
| 5,0 | knows and thoroughly understands the activities aimed at shaping the company's image |
Kryterium oceny - umiejętności
| Efekt kształcenia | Ocena | Kryterium 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 | |
| 3,0 | can prepare a set of activities in the field of Public Relations | |
| 3,5 | can prepare a proposal of actions leading to the assessment of the company's image | |
| 4,0 | can choose promotion activities necessary to shape the image | |
| 4,5 | can implement the principles of ethics in the program of activities shaping the image | |
| 5,0 | can prepare a plan for shaping the image in a crisis |
Kryterium oceny - inne kompetencje społeczne i personalne
| Efekt kształcenia | Ocena | Kryterium oceny |
|---|---|---|
| Ec_1A_O12/5.2_K01 Student is ready to critically evaluate the company's activities | 2,0 | |
| 3,0 | is ready to critically assess the knowledge and received information | |
| 3,5 | is 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 | |
| 4,0 | 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
- 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
- Marcos Ormeño, Managing Corporate Brands, Deutscher Universitäts-Verlag, 2007, ISBN 978-3-8350-0781-9
Literatura dodatkowa
- 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
- John Balmer, Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level, Taylor & Francis Ltd., 2003, ISBN-13: 978-0415284219
- Verena Schwaighofer, Tourist Destination Images and Local Culture, Springer, 2014, ISBN 978-3-658-04520-3