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The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

100%
Jupowicz-Ginalska A., Wróblewska K.
Zarządzanie Mediami
|
2021
|
vol. 9
|
issue 3
551-574
EN
The article attempts to map and systematise the changes and reactions triggered by the first wave of the COVID-19 epidemic in media marketing (MM) of VOD platforms operating in Poland. The aim of the authors is to capture general trends and regularities that appear in the industry practices, as well as to indicate, firstly, the most meaningful elements of MM (the product offer, distribution, price, and marketing communication), and secondly – to identify the VOD platforms that excelled in these changes. The paper, using the content analysis method, is the first to present a cross-sectional research perspective on the MM-VOD-COVID-19 line, aiming not only to initially estimate the actual media modifications caused by the pandemic, but also to classify them in order to lay the foundation for further research in case this type of situation recurs.
2
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Media Management in Polish Higher Education : Exploring the Landscape

81%
Jupowicz-Ginalska A., Wróblewska K., Dudziak-Kisio M.
Zeszyty Prasoznawcze
|
2024
|
vol. 67
|
issue 4 (260)
91-110
PL
Autorki skupiają się na mapowaniu edukacji wyższej w dziedzinie zarządzania mediami w Polsce. Analizują jej skalę poprzez porównanie programów akademickich na wybranych publicznych uczelniach, kategoryzując je według trybu, formuły studiowania czy sposobu zaliczenia przedmiotu. Badania eksploracyjne obejmują analizę dokumentów, analizę treści oraz podejście porównawcze. W sumie zbadano programy nauczania na 20 polskich uczelniach, realizowane w ramach dyscypliny nauki o komunikacji społecznej i mediach (co dało 80 różnych przedmiotów związanych z zarządzaniem mediami). Autorki podkreślają potrzebę bardziej kompleksowych badań nad współczesnym kształceniem uniwersyteckim w zakresie zarządzania mediami oraz konieczność wzmocnienia spójnego rozumienia edukacji w tej dziedzinie w Polsce.
EN
The authors focus on the scope of media management’s higher education in Poland. They investigate its scale by analysing and comparing academic curricula at selected public universities regarding categorisation and the identification of assessment systems. This exploratory research employs desk research, content analysis, and a comparative approach. A total of 20 Polish universities’ curricula in the discipline of social communication and the media, with 80 different media management-related courses, are studied. As a result, the paper highlights the need for more comprehensive research on contemporary university education in media management, underscoring a demand to enhance the coherent understanding of media management education in Poland.
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