Marketing basics Field of study: Film and TV Production Management
Programme code: W8-N2OF19.2025

Module name: Marketing basics
Module code: W8-OF-N2-PM
Programme code: W8-N2OF19.2025
Semester: winter semester 2025/2026
Language of instruction: Polish
Form of verification: exam
ECTS credits: 2
Purpose and description of the content of education:
Celem zajęć jest przybliżenie studentom podstawowych pojęć z zakresu marketingu, takich jak marketing-mix, segmentację rynku i narzędzia promotion-mix. Bazując na przykładach uświadomienie, że we współczesnym biznesie z zakresu szeroko pojętej kultury nie wystarczy dobry produkt, czy usługa, optymalnie zorganizowana sprzedaż. Na zajęciach teoria marketingu podawana jest w trakcie zajęć praktycznych. Studenci uczą się marketingu i jego stosowania na bazie własnych pomysłów na biznes bądź w firmie, w której chcieliby być zatrudnieni .
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]
Student rozumie znaczenie marketingu w kulturze i biznesie. [PM_1]
 K_W05 [5/5]
Student definiuje podstawowe pojęcia z zakresu marketingu, w tym marketing-mix, segmentację rynku i narzędzia promotion-mix. [PM_2]
 K_W06 [4/5]
Student ma umiejętność rozpoznawania w czynnikach wpływających na decyzje marketingowe. [PM_3]
 K_U05 [5/5]
Student potrafi przeprowadzić analizę SWOT i określić segment docelowy. [PM_4]
 K_U06 [4/5]
Student ma kompetencje w zakresie pozycjonowania marki. [PM_5]
 K_K05 [5/5]
Student potrafi wykorzystać w praktyce instrumenty komunikacji marketingowej ze szczególnym uwzględnieniem reklamy i promocji. [PM_6]
 K_K06 [4/5]
Form of teaching Number of hours Methods of conducting classes Assessment of the learning outcomes Learning outcomes
lecture [PM-1] 10 Problem-based lecture [b01] 
Activating method – discussion / debate [b04] 
Activating methods: a case study [b07] 
Video show [c02] 
Audio playback / audio drama [c03] 
Drama performance [c04] 
Screen presentation [c07] 
Production exercise – workshop [e02] 
Self-education [f01] 
Individual work with a text [f02] 
Conceptual work [f03]  		exam PM_1 PM_2
practical classes [PM-2] 10 Explanation/clarification [a05] 
Activating method – discussion / debate [b04] 
Activating method – staged drama/drama [b06] 
Activating methods: a case study [b07] 
Exhibition [c01] 
Video show [c02] 
Demonstration-imitation [c06] 
Creation/production – creative workshop [e03] 
Internship [e05] 
Observation [e06] 
Self-education [f01] 
Individual work with a text [f02] 
Conceptual work [f03]  		course work PM_3 PM_4 PM_5 PM_6
The student's work, apart from participation in classes, includes in particular:
Name Category Description
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
Production/preparation of tools, materials or documentation necessary for class participation [a05] Preparation for classes
developing, preparing and assessing the usefulness of tools and materials (e.g. aids, scenarios, research tools, equipment, etc.) to be employed in class or as an aid when preparing for classes
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.
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
Analysis of the corrective feedback provided by the academic teacher on the results of the verification of learning outcomes [d01] Consulting the results of the verification of learning outcomes
reading through the academic teacher’s comments, assessments and opinions on the implementation of the task aimed at checking the level of the achieved learning outcomes
Development of a corrective action plan as well as supplementary/corrective tasks [d02] Consulting the results of the verification of learning outcomes
reviewing and selecting tasks and activities enabling the elimination of errors indicated by the academic teacher, their verification or correction resulting in completing the task with at least the minimum passing grade
Publication of a work/presentation of an activity, also beyond the walls of the University [e02] Activities complementary to the classes
a set of activities carried out to disseminate (out of class) the effects of scholarly research, artistic, creative, project, construction, experimental work, etc., in the form of a classic presentation, exhibition, concert, projection, poster presentation, media mediated publication, in the digital form and as part of other activities; dissemination using various forms and tools
Attachments
Module description (PDF)
Information concerning module syllabuses might be changed during studies.
Syllabuses (USOSweb)
Semester Module Language of instruction
(no information given)