Kozminski University, the highest-rated private university in Poland, recognizes the importance of teaching media monitoring and social listening to marketing students. Head of the Marketing Department, Dr. Jolanta Tkaczyk, emphasizes the significance of these skills for future careers and helps students gain valuable insights through theoretical lectures and practical projects.
The university's e-consumer classes involve a comparative analysis of two different brands and informal communication where students identify influencers to collaborate with on specific topics. Master's theses in communication strategies also benefit from using media monitoring tools such as Brand24 to analyze how consumers engage with brands on social media. Dr. Tkaczyk recommends including Brand24 in research projects to understand both the sender's and receiver's motivations for effective communication strategies. She even promotes Brand24 abroad during university collaborations in different countries.
Introducing media monitoring tools to marketing students can provide real-time insights into brand reputation, competitors' marketing campaigns, and industry trends, aiding in crisis management, customer support, and public relations while improving brand performance. Tips for introducing media monitoring to students include theoretical lectures, practical projects, and incorporating media monitoring tools like Brand24 into research projects.