Advertisement Field of study: Journalism and Social Communication
Programme code: W3-S1DK19.2023

Module name: Advertisement
Module code: R
Programme code: W3-S1DK19.2023
Semester:
  • summer semester 2024/2025
  • summer semester 2023/2024
Language of instruction: Polish
Form of verification: exam
ECTS credits: 5
Purpose and description of the content of education:
Moduł Reklama dostarcza studentowi wiedzy w tematyce reklamy oraz komunikacji marketingowej, a także umożliwia mu poznanie podstawowych prawidłowości i zasad komunikowania perswazyjnego. W trakcie realizacji modułu zostaną wyjaśnione relacje miedzy rynkiem, reklamą, marketingiem i komunikacją marketingową oraz omówione właściwości podstawowych nośników reklamy. W ramach modułu zwraca się również uwagę na kwestie związane z praktyką działalności reklamowej w poszczególnych segmentach mediów periodycznych, jak i pozostałych nośnikach reklamy.
List of modules that must be completed before starting this module (if necessary): not applicable
Learning outcome of the module Codes of the learning outcomes of the programme to which the learning outcome of the module is related [level of competence: scale 1-5]
Ma potrzebę samodzielnego i krytycznego uzupełniania posiadanej wiedzy, korzystając z dodatkowych źródeł informacji [K1]
 K01 [4/5] K05 [3/5]
Posiada umiejętność przygotowania projektów na podstawie odpowiednich źródeł i literatury przedmiotu. [U1]
 U03 [4/5] U08 [4/5] U12 [4/5]
Potrafi analizować i oceniać przygotowanie oraz realizację kampanii i przekazów reklamowych. [U2]
 U01 [3/5] U02 [3/5] U03 [3/5] U04 [3/5]
Potrafi projektować proste przekazy reklamowe . [U3]
 U06 [3/5] U09 [3/5]
Zna istotę i rolę reklamy jako środka komunikacji. [W1]
 W01 [4/5] W02 [4/5] W06 [4/5]
Ma uporządkowaną wiedzę na temat procesów i elementów zarządzania reklamą. [W2]
 W05 [3/5] W08 [3/5] W10 [3/5]
Wie czym charakteryzują się środki i nośniki reklamy. [W3]
 W01 [3/5] W02 [3/5]
Form of teaching Number of hours Methods of conducting classes Assessment of the learning outcomes Learning outcomes
lecture [1] 30 Formal lecture/ course-related lecture [a01] 
Description [a03] 
Explanation/clarification [a05] 
Problem-based lecture [b01] 
Screen presentation [c07] 
Self-education [f01] 
Individual work with a text [f02]  		exam K1 U2 W1 W2 W3
practical classes [2] 30 Description [a03] 
Explanation/clarification [a05] 
Activating method – discussion / debate [b04] 
Screen presentation [c07] 
Working with a programmed textbook [d02] 
Working with another teaching tool [d03] 
Self-education [f01] 
Individual work with a text [f02]  		course work K1 U1 U2 U3 W1
The student's work, apart from participation in classes, includes in particular:
Name Category Description
Search for materials and review activities necessary for class participation [a01] Preparation for classes
reviewing literature, documentation, tools and materials as well as the specifics of the syllabus and the range of activities indicated in it as required for full participation in classes
Literature reading / analysis of source materials [a02] Preparation for classes
reading the literature indicated in the syllabus; reviewing, organizing, analyzing and selecting source materials to be used in class
Consulting materials complementary to those indicated in the syllabus [a04] Preparation for classes
agreeing on materials complementary to those indicated in the syllabus, supporting the implementation of tasks resulting from or necessary for class participation
Getting acquainted with the syllabus content [b01] Consulting the curriculum and the organization of classes
reading through the syllabus and getting acquainted with its content
Determining the stages of task implementation contributing to the verification of learning outcomes [c01] Preparation for verification of learning outcomes
devising a task implementation strategy embracing the division of content, the range of activities, implementation time and/or the method(s) of obtaining the necessary materials and tools, etc.
Studying the literature used in and the materials produced in class [c02] Preparation for verification of learning outcomes
exploring the studied content, inquiring, considering, assimilating, interpreting it, or organizing knowledge obtained from the literature, documentation, instructions, scenarios, etc., used in class as well as from the notes or other materials/artifacts made in class
Implementation of an individual or group assignment necessary for course/phase/examination completion [c03] Preparation for verification of learning outcomes
a set of activities aimed at performing an assigned task, to be executed out of class, as an obligatory phase/element of the verification of the learning outcomes assigned to the course
Undertaking, on one’s own initiative and individually, activities aimed at expanding the scope or depth of the teaching content, also beyond the walls of the University [e01] Activities complementary to the classes
a set of activities undertaken independently and on the student's own initiative, aimed at expanding the depth and scope of knowledge and skills, their revision and repetition, retention or verification, also activities carried outside the university, e.g., in a culture promoting or educational institution, a laboratory, in the open air, etc.; also self-education
Attachments
Module description (PDF)
Information concerning module syllabuses might be changed during studies.
Syllabuses (USOSweb)
Semester Module Language of instruction
(no information given)