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 Academic programme SUW 2016

SUW 2016 participants can chose from 8 different courses organized in the mornings (4 courses) and in the afternoons (4 courses). A student may attend one course (a morning course or an afternoon course) or two courses (one in the morning and the other in the afternoon). Each course is carried out by two lecturers: Polish and foreign one. During each course students will also get involved in the practical experience on the subject.
Each course is equivalent to 4 ECTS points.

SUW 2016 morning courses: (courses' details available below)

1. Brand Management
2. Green and Smart Cities - this course is no longer available
3. Intercultural Negotiations
4. Talent Management - this course is no longer available

SUW 2016 afternoon courses:

5. Entrepreneurship and Start-ups
6. Big Data - this course is no longer available
7. Social Media Marketing
8. International Finance - this course is no longer available

Have a look at a schedule:


 Course 1. Brand Management

Course description:
The main objectives of the course is to present the patterns, rules and objectives of brand management within a contemporary company. It is to deliver knowledge on the role the brands, brand managers, brand strategies play in the corporate strategy, its’ implementation, corporate marketing and in building competitive advantages. It is also on the challenges and activities the brand manager faces. 

After the course students: 
  • are familiar with contemporary brand management challenges, 
  • are aware of determinants influencing brands, 
  • know the challenges of contemporary customers, 
  • know how the brand strategy could be designed, 
  • know modern ways of communicating brands, 
  • are able to analyse the markets, factors influencing brands and discover the connections between them, 
  • can prepare a professional report on a brand audit, 
  • understand brand equity and performance.

Polish lecturer: 

Mikołaj Pindelski, PhD, Collegium of Management and Finance, SGH Warsaw School of Economics. Author of publications on making strategy work, operations management, sales, sales management and strategic management in both Polish and English languages. Leader and team member of numerous research and consultancy projects on the topics mentioned. Was teaching at universities worldwide – Nottingham Trent University (UK), Institute of Management Technology (New Delhi/Ghaziabad, India), Estonian Business School (Tallin, Estonia), Tel Aviv University, (Israel), Vilnius University (Lithuania), Ecole Superieur de Commerce (Rennes, France). Was on fellowships and as research and teaching fellow at Ritsumeikan University, Kyoto, Japan, Bar Ilan University, Tel Aviv/Ramat Gan, Fordham University, New York and Tel Aviv University. Last 10 years spent on projects in many countries and for numerous companies as Carlsberg, Leroy Merlin, Abbott, Raiffeisen, Tesco and many others. The academic activities are combined with practical knowledge what helps in providing courses on management and in numerous research activities. Manager of postgraduate study program on Sales Management at SGH Warsaw School of Economics.

Foreign lecturer: 

Betty Tsakarestou is Assistant Professor, Head of Advertising and Public Relations Lab at the Department of Communication, Media and Culture of Panteion University, Greece, External Lecturer at Copenhagen Business School and Member of the Governing Board of the Technological Educational Institution of Ionian Islands. She was nominated 2015 Scholar for the Study of the United States Institute (SUSI) on Journalism and Media at Ohio University. In June 2012, she has joined CCEBI research network at CBS and organised, in this capacity, the first Athens Co-Creation workshop in November 2012 in Cities as Platforms for Innovation and in 2014 the second Co-Creation Workshop on Shareable Cities, Entrepreneurship and Creative Economy in collaboration with Panteion University and the Technological Educational Institution of Ionian Islands. Her research and teaching expands on advertising and PR, crisis communication management in social and mobile web, CSR, sustainability, city branding, collaborative and mobile consumption, startup entrepreneurship including entrepreneurial journalism, social innovation and co-creation. The last five years, she participates as an expert in EU media literacy projects and in 2014 joined MC COST committee for Greece.


 Course 3. Intercultural Negotiations

Course description:​​

  1. To make students familiar with key concepts concerning negotiations in the international setting: trust, social capital, team building, leadership, 
  2. To make students aware of the cultural differences between negotiating parties, 
  3. To shape skills and develop competencies of building trust, building relations, knowing and making use of the cultural differences
  4. To make students familiar with the negotiations sequence, most important negotiation techniques, conflict and time management. 
Learning outcomes:
  1. The students have acquired theoretical knowledge about the basic concepts connected with negotiations in international setting. 
  2. The students know the sequence and procedures of negotiations. 
  3. The students know most important negotiations strategies and techniques. 
  4. The students have developed basic competences making them aware of international negotiations. 
  5. The students have developed social skills making them recognize cultural differences, build trust and relations, and discuss important issues in the international teams.
Polish lecturer:

Prof. Wojciech Dyduch
is a professor in strategic management and entrepreneurship at the University of Economics in Katowice, Poland. He is a country Vice-President of the European Council for Small Business and Entrepreneurship, Member of the Organization and Management Committee at the Polish Academy of Sciences. He acts as a regional coordinator of the All-Polish Entrepreneurship Contest, Polish "ambassador" of the Academy of Management entrepreneurship track, co-organizer of the conference track “Organizing Creativity for Innovation” at the European Academy of Management Conference. His scientific interests include creative strategy of organizations, corporate entrepreneurship and performance measurement as well as value creation and appropriation.

Foreign lecturer:

Cordula Barzantny, PhD is Professor of Human Resource Management with a particular focus on International and Intercultural Management at Toulouse Business School (TBS). Before joining Toulouse Business School in 1996, her professional career was in finance, accounting and management control with Siemens. Her main research interests are in cross-cultural management, diversity and international human resource management with a European but also global perspective. She built various international academic and corporate partnerships for TBS, particularly in the high-tech industry and the aerospace sector, recently with IIM Bangalore as well as with Air France Industries for Executive education.


 Course 5. Entrepreneurship and Startups

Course description:​​

Objectives: Making students familiar with various aspects of entrepreneurship and public aid. Planning to set up a new enterprise. The choice of a legal and organizational form and sources of financing for start-ups. Marketing of innovation. Support for entrepreneurship. Presentations of new conceptions of a business made by students. Developing openness to changes, flexibility, readiness to risk and challenge taking, surmounting barriers and solving problems. Preparing to self-improvement in the field of entrepreneurial attitude through suggested ways of its development) 

Learning outcomes:
  1. A student is able to identify barriers to entrepreneurship. 
  2. A student is able to define conditions to entrepreneurship and public aid. 
  3. Vision creating, setting professional targets, project planning and running projects in order to reach the targets set. 
  4. A student is able to identify sources of capital, incl. new forms.
Polish lecturer:

Prof. Hanna Godlewska-Majkowska
is the author above 200 publications (books, papers and e-publications) and specializes in regional economics, especially on the local and regional entrepreneurship. She is the main developer of the methodology of evaluation of investment attractiveness of regions and location risk. Her publications are employed in regional marketing or the marketing of places and regions. Professor Godlewska-Majkowska works closely with the Polish Agency for Information and Foreign Investment and Polish Chamber of Automotive. She is leader and co-author of the report regional investment attractiveness of regions, districts and municipalities.

Foreign lecturer:

Uriel Stettner, PhD an Assistant Professor of Strategy, Innovation, and Entrepreneurship at Tel Aviv University – department of Strategy. He holds a Ph.D. from Tel Aviv University and completed his post-doctoral research at the Technion – Israel Institute of Technology. Uriel teaches courses on strategic management, innovation, and business simulation at the undergraduate, graduate, and executive levels. Dr. Stettner has had extensive experience working with several start-up firms operating in the software and semiconductor industries. He held a variety of managerial, and technology focused positions in both Israel and the United States. 
Dr. Stettner’s research interests in strategic management include the performance implications of strategic innovation, technological innovation and management as well as organizational knowledge creation and appropriation. He seeks to explore the effectiveness of different business models available to the firm as it competes in a dynamic, competitive, and knowledge-intensive environment over time

 Course 7. Social Media Marketing

Course description:

​​The answer to the question on what do social media change in marketing, sales and corporate social responsibility concerns all types of organisations. A proper strategy, which is the key to success, relies on fulfilling customers’ needs, which cannot be fulfilled in the offline world, or can be, but for a too high a price. Large as well as small enterprises can make us of the opportunities that are given by social platforms. A correct strategy of operation in social media allows to obtain a long-term competitive lead over organisations that neglect social media. 

The classes will allow you to understand how to plan strategy, which will enable you to reach consumers with a company message through other consumers, in a way that is natural and that they agree on. The lecture is not only a theoretical conceptualisation, but each thesis is backed-up with a study of the case and study results. We do not pull the wool over somebody’s eyes with wonderful effects, and we try to objectively present the advantages and disadvantages of specific practices, platforms and people.

Polish lecturers:

Justyna Szumniak-Samolej, PhD
is an Assistant Professor at Department of Management Theory, Warsaw School of Economics, Poland. Her key research areas are corporate social responsibility, social media and new business models. She participated in several research projects primarly focused on social corporate responsibility in the age of digital networked technologies. Her academic publications include books, refereed journal articles, book chapters and refereed conference papers.

Foreign lecturer:

Norchene Ben Dahmane Mouelhi holds a Ph.D. in Marketing from IAE de Caen (France) and ISG Tunis (Tunisia). Dr. Ben Dahmane Mouelhi is currently full-time faculty at IHEC Carthage. She is also the Co-Director of the Master “Grandes Ecoles” (Co- Diploma with Em Normandie) at IHEC Carthage. Previous positions include full-time Assistant Professor at ISG Tunis and University of Nabeul. She wrote, in 2014, a book “Le marketing du point de vente” about retailing for students, researchers and professional with Kaouther Ghozzi and Ilhem Tekaya. Her work has been published in international journals such as IJRM, DM, RFM, RTM, REMAREM, Revue des sciences de gestion, and conferences (AFM, ATM, IBIMA, Marketing trends). She is member of scientific and organization committees of several international conferences and a reviewer in Internationals Journals. Her research interests cover many areas including digital marketing, Social Media, experiential and sensorial marketing, store atmospherics, retailing and consumer behavior.