A project called "Marketing behind the scenes" is being launched at Lodz University of Technology, which could change the attitude of many people, young and old, to various forms of advertising and product promotion, both at the point of sale and on the Internet. A number of educational and popularization activities are planned, presenting knowledge in of marketing, supported by scientific research, which is helpful when making purchasing decisions and their implementation.
The aim of the project is to popularize knowledge in the field of marketing in its broadest sense and to build awareness among Polish consumers, especially children, adolescents and seniors. This is because these groups are particularly vulnerable to the influence of marketing. Children often do not understand that advertisements are designed to sell products rather than provide valuable information. The elderly, on the other hand, may be more susceptible to aggressive emotional advertising, marketing manipulation and unfair marketing practices,
- says project coordinator.
"Marketing from behind the scenes" assumes the preparation and organization of lectures, and training courses dedicated to three target groups, i.e. senior citizens, high school students and school children from the province of Lodz. The tasks will be carried out by employees of the Marketing Department for two years, under the direction of Prof. Magdalena Grębosz-Krawczyk.
During meetings with project participants, principles and examples of marketing activities will be discussed, as well as tips to follow when shopping. Special attention will be paid to topics related to emotional marketing, brand image, social media mechanisms, manipulation of marketing communications, greenwashing, consumer protection, or packaging marketing
- explains Prof. Grębosz-Krawczyk. All activities will be available free of charge.
The "Marketing from Behind the Scenes" project is funded by the Ministry of the Education and Science within the framework of the Social Responsibility of Science II program.