{"id":2399,"date":"2024-01-31T14:35:57","date_gmt":"2024-01-31T13:35:57","guid":{"rendered":"https:\/\/ptbrio.pl\/szkola\/?page_id=2399"},"modified":"2025-01-29T16:42:12","modified_gmt":"2025-01-29T15:42:12","slug":"badania-marki","status":"publish","type":"page","link":"https:\/\/ptbrio.pl\/szkola\/badania-marki\/","title":{"rendered":"BADANIA MARKI"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\tBLOK: STRATEGIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t03.04\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t2025\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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BADANIA MARKI4h<\/span> <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t09:00-13:00, zaj\u0119cia ON-LINE (Zoom)\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Opis zaj\u0119\u0107 <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tBadania marki to jedno z podstawowych narz\u0119dzi marketer\u00f3w, pozwalaj\u0105ce okre\u015bli\u0107 pozycj\u0119 rynkow\u0105 i potencja\u0142 przedsi\u0119biorstwa oraz marki. Znajomo\u015b\u0107 marki, wyobra\u017cenia na jej temat, nastawienie konsument\u00f3w wobec marki, oczekiwania i konteksty, w jakie si\u0119 najlepiej wpisuje \u2013 to odkonsumencka wiedza niezb\u0119dna do lepszego dopasowania nie tylko oferty produktowej, ale te\u017c strategii cenowej, komunikacyjnej i ekspansji rynkowej. \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kluczowe poj\u0119cia i zagadnienia <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tMarka, submarka, dom marek, logo, logotyp, sygnet, slogan, architektura marki, portfel marek, marki korporacyjne, postrzeganie marki, \u015bwiadomo\u015b\u0107 spontaniczna, \u015bwiadomo\u015b\u0107 wspomagana, wizerunek marki, postrzeganie u\u017cytkownik\u00f3w marki, NPS, techniki projekcyjne, metafory, techniki skojarzeniowe, kola\u017c marki, wsp\u00f3\u0142u\u017cytkowanie marek, model kondycji marki, analiza czas\u00f3w reakcji \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Umiej\u0119tno\u015bci po zaj\u0119ciach:<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    \n \t
  1. Znaj\u0105 najpopularniejsze sposoby pomiaru kondycji marki<\/li>\n \t
  2. Potrafi\u0105 dobra\u0107 w\u0142a\u015bciw\u0105 technik\u0119 i metod\u0119 do postawionego pytania biznesowego odno\u015bnie marki<\/li>\n \t
  3. Poprawnie pos\u0142uguj\u0105 si\u0119 nazewnictwem z zakresu architektury marki i atrybut\u00f3w marki<\/li>\n \t
  4. Znaj\u0105 metody pozwalaj\u0105ce zbada\u0107 nie wprost stosunek u\u017cytkownik\u00f3w (i nieuzytkownik\u00f3w) do marek<\/li>\n \t
  5. Potrafi\u0105 umiej\u0119tnie interpretowa\u0107 wska\u017aniki marki (bezwzgl\u0119dne i zindeksowane)<\/li>\n<\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Program: <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      \n\n
    1. \n\tWst\u0119p \u2013 czym jest marka \n
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      1. Definicje i typy marek<\/li> \n
      2. Atrybuty identyfikuj\u0105ce mark\u0119 <\/li>\n
      3. Architektura marki <\/li>\n<\/ol>\n<\/li>\n\t\n
      4. \nJako\u015bciowe badania marki \n
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        1. Badania deklaratywne \u2013 rodzaje i zastosowania <\/li>\n
        2. Techniki projekcyjne, metafory, kola\u017ce \u2013 na czym polegaj\u0105, do czego je stosowa\u0107 <\/li>\n<\/ol>\n<\/li>\n\n
        3. \nIlo\u015bciowe badania marki\n
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          1. Pomiar podstawowych wska\u017anik\u00f3w marki (punktowy lub ci\u0105g\u0142y) <\/li>\n
          2. Badania z elementami pomiaru kondycji marki (U&A, segmentacyjne) <\/li>\n
          3. Kompleksowa diagnoza w oparciu o wystandaryzowane narz\u0119dzia <\/li>\n
          4. Kondycja marki \u2013 modele archetypowe (Censydiam, Needscope), Sharp i MDF <\/li>\n
          5. Metody niedeklaratywne\n<\/ol>\n<\/li>\n\t\n<\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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            Adam Polasz<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            Delikatesy Badawcze<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            \n\t\t\t\t\tWsp\u00f3\u0142za\u0142o\u017cyciel butiku badawczego Delikatesy Badawcze. Wszechstronne do\u015bwiadczenie badawcze zawdzi\u0119cza poprzednim miejscom pracy: pracowa\u0142 jako Research & Development Director w Difference, Senior Research Manager w Wavemaker, Dyrektor ds. Bada\u0144 w One Eleven, Insights Manager w Kompanii Piwowarskiej, G\u0142\u00f3wny Specjalista ds. Bada\u0144 Rynku w Polskiej Telefonii Cyfrowej (T-Mobile). Jest autorem licznych wyst\u0105pie\u0144 konferencyjnych, szkole\u0144 i wyk\u0142ad\u00f3w z zakresu efektywno\u015bci komunikacji, raportowania i wizualizacji danych. \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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            \n\t\t\t\t\t\t\t\t\tCENA EARLY BIRD do 20.03.2025 r.:\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            \n\t\t\t\t\t\t\t\t\tceny netto\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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            \n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tZG\u0141O\u015a SI\u0118<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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            W CENIE: udzia\u0142 w szkoleniu, materia\u0142y elektroniczne, certyfikat elektroniczny<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

            BLOK: STRATEGIA03.042025 BADANIA MARKI4h 09:00-13:00, zaj\u0119cia ON-LINE (Zoom) Opis zaj\u0119\u0107 Badania marki to jedno z podstawowych narz\u0119dzi marketer\u00f3w, pozwalaj\u0105ce okre\u015bli\u0107 pozycj\u0119 rynkow\u0105 i potencja\u0142 przedsi\u0119biorstwa oraz marki. Znajomo\u015b\u0107 marki, wyobra\u017cenia na jej temat, nastawienie konsument\u00f3w wobec marki, oczekiwania i konteksty, w jakie si\u0119 najlepiej wpisuje \u2013 to odkonsumencka wiedza niezb\u0119dna do lepszego dopasowania nie tylko […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-2399","page","type-page","status-publish","hentry"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/pages\/2399","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/comments?post=2399"}],"version-history":[{"count":22,"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/pages\/2399\/revisions"}],"predecessor-version":[{"id":2846,"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/pages\/2399\/revisions\/2846"}],"wp:attachment":[{"href":"https:\/\/ptbrio.pl\/szkola\/wp-json\/wp\/v2\/media?parent=2399"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}