Marketing Communication Strategies in New Media Field of study: Cultural Studies
Programme code: W1-N1KU19.2023

Module name: Marketing Communication Strategies in New Media
Module code: W1-KU-N1-SKMNM03
Programme code: W1-N1KU19.2023
Semester:
  • winter semester 2025/2026
  • winter semester 2024/2025
Language of instruction: depending on the choice
Form of verification: course work
ECTS credits: 2
Purpose and description of the content of education:
The aim of the module is to familiarise students with marketing communication strategies in new media. As part of the module, the student learns the most important strategies related to effective communication, acquires the skills to analyse and use new media in the process of shaping brand recognition, and acquires competences in creating effective promotion of a selected entity. Classes may be conducted in the form of practical exercises.
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]
correctly identifies and resolves dilemmas related to the profession of marketing professional [K_01]
 W1-K01SN_K01 [5/5]
is able to prepare various forms of written work (analytical and interpretative work, marketing strategy) on selected specific issues in the field of marketing communication strategy based on basic theoretical approaches using materials from various sources [U_01]
 W1-K01SN_U08 [4/5]
is able to analyse communication and cultural phenomena in their social context and identify those that are beneficial for the construction of different marketing strategies [U_02]
 W1-K01SN_U10 [5/5]
has a structured knowledge, leading to specialisation, of the changes occurring in cultural communication mediated by new media [W_01]
 W1-K01SN_W02 [5/5]
knows the basic concepts of marketing strategy development [W_02]
 W1-K01SN_W11 [5/5]
Form of teaching Number of hours Methods of conducting classes Assessment of the learning outcomes Learning outcomes
discussion classes [W1-KU-K] 10 Activating method – discussion / debate [b04] 
Activating methods: a case study [b07] 
Individual work with a text [f02]  		course work K_01 U_01 U_02
lecture [W1-KU-W] 10 Lecture-discussion [b02]  course work W_01 W_02
The student's work, apart from participation in classes, includes in particular:
Name Category Description
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
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
Attachments
Module description (PDF)
Information concerning module syllabuses might be changed during studies.
Syllabuses (USOSweb)
Semester Module Language of instruction
(no information given)