Subject name
ECTS Code
ELEMENTS OF MARKETING AND
MANAGEMENT
Name of unit teaching the subject
DEPARTMENT OF ARCHITECTURE, CONSTRUCTION AND APPLIED ARTS
Studies
Field of study
Interior Architecture
degree
I,
mode
Stationary/non-stationary
major
specialization
Surname of instructor (instructors)
Type of class, method of implementation
and specified number of hours
A. Type of class
 Lecture
 Exercise classes
Amount of ECTS points
3 ECTS
Lecture – 1ECTS
Exercise classes – 2 ECTS
B. Method of implementation
 classes in a didactic room
C. Amount of hours in accordance with
the approved curriculum
Didactic cycle
2014/2015, winter semester, semester 05
Subject status
 facultative
Language of instruction
Polish
Didactic methods
Forms and methods of passing and general grading criteria or examination
requirements
Multimedia lecture
Discussion,
Examples
Practical Case study type exercises during
every class, new problems, discussion,
teamwork
A. Method of passing
 exam
 passing with a mark
B. Forms of passing:
 written exam: test
 preparation and completion of a specified practical work
C. Basic grading criteria
Final exam mark, passing with a minimum of 51% of points, knowledge of basic
aspects of marketing and management, acquiring the ability to use knowledge in
practice
Definition of preparatory subjects and initial requirements
A. Formal requirements: Basic of Marketing, Basic of Management, Market Analysis
B. Initial requirements: The student can identify basic terminology connected with company management and marketing
Subject aim
The aim of the subject is to present basic and current knowledge regarding management of company marketing in a changing
environment and a presentation of practical aspects connected with formulating and solving decisional problems in the area of
market, marketing and organizational activities of a company
Program content
A. Lecture content

Company – concept, characteristics, types of companies

Company organizational structure

Company environment

Company management process

Systems and models of company management

Functioning of company on the market

Mission, vision and goals of company activity

SBU, market field of company

Market analysis: subject and range of analysis

Analysis of company competitive situation on the market

Analysis of market assets of company: market share, offer attractiveness, price and assortment position, distribution
system

Essence of marketing

Genesis

Concepts

Marketing terminology

Role of marketing in a company

Characteristics of marketing activity

Marketing activities of a company – 4P and 5P formula

Product analysis – structure and benefit system

Analysis of product price

Market segmentation – morphological matrix

Market research – quantitative and qualitative methods

SWOT analysis of the marketing position of a company
B. Exercise class content
Individual projects of using knowledge in market practice, i.e. preparing product structure as well as concept of client
benefits, selection of target buyer market for a given product, defining key clients/products of a given company X using
ABC analysis, preparing SWOT analysis for a selected company
Literature
A. Literature required to pass the class (pass the exam):
A.1. used in class:
Sudoł S.: Przedsiębiorstwo. Podstawy nauki o przedsiębiorstwie. Teoria i praktyka zarządzania, Toruń 2002
Lichtarski J (red.): Podstawy nauki o przedsiębiorstwie, Wrocław 1995
T. Kramer, Podstawy marketingu. PWE, Warszawa 2004
Marketing. Ujęcie systemowe, red. M.Daszkowska, Wyd. PG, Gdańsk 2005
L. Garbarski, I. Rutkowski, W. Wrzosek, Marketing. Punkt zwrotny nowoczesnej firmy. PWE, Warszawa 2000
A.2. studied independently by the student
Podręcznik marketingu, red. M.J. Thomas, Wydawnictwo Naukowe PWN, Warszawa 1998
R. Niestrój , Zarządzanie marketingiem. Aspekty strategiczne, PWN, W-wa 1995
B. Supplementery Literature
Recommended
P. Kotler, Marketing. Analiza, planowanie, wdrażanie i kontrola. Wyd. Gebethner i Ska, Warszawa 1994
P. Kotler, G. Armstrong, J. Saunders, V. Vong, Marketing. Podręcznik Europejski, PWE, Warszawa 2002
Kortan J.: Podstawy ekonomiki i zarządzania przedsiębiorstwem, Warszawa 1997
Study effects:
Effect
no
Description of effect
Relation to major-related Relation to educational outcomes in the
educational outcomes
education area
Knowledge:
Student possesses basic knowledge as far
K_W14
as company management and marketing, is
aware of, and understands the need to
conduct marketing activities by a company
Student possesses basic knowledge
K_W14
regarding various kinds of marketing tools
used by a company on the market in order
to increase its own competitiveness, defines
basic marketing problems, indentifies
marketing tools, knows styles and models
of company management
AIP_W14
Student can use basic theoretical knowledge K_U03
and acquire data to analyze specific market
and marketing processes and phenomena
and those regarding company management
in a changing environment
Student can properly interpret market
K_U03
U2
phenomena as far as marketing and
company management
Student possesses the ability to prepare
K_U03
U3
typical works regarded as basic for the field
of management and marketing
Social competencies:
AIP_U14
K1
Student understands the need for lifelong
education and can cooperate and work in a
team assuming different roles
K_K19
A1_K01
K2
Student can supplement and perfect the
acquired knowledge and abilities
K_K14
A1_K01
W1
W2
AIP_W14
Abilities:
U1
AIP_U14
AIP_U14