Basics of the Management of International Advertising

Study Course Description

Course Description Statuss:Approved

Course Description Version:1.00

Study Course Accepted:02.04.2024 14:10:28

Study Course Information
Course Code:		SZF_073		LQF level:		Level 6
Credit Points:		2.67		ECTS:		4.00
Branch of Science:		Management; Business Management		Target Audience:		Marketing and Advertising
Study Course Supervisor
Course Supervisor:		Inta Buša
Study Course Implementer
Structural Unit:		Faculty of Social Sciences
The Head of Structural Unit:
Contacts:		Dzirciema street 16, Rīga, szfrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		7	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		14
Classes (count)		7	Class Length (academic hours)		2	Total Contact Hours of Classes		14
Total Contact Hours								28
Part-Time - Semester No.1
Lectures (count)		5	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		10
Classes (count)		4	Class Length (academic hours)		2	Total Contact Hours of Classes		8
Total Contact Hours								18
Study course description
Preliminary Knowledge:
International marketing.
Objective:
To provide theoretical and practical knowledge of the role and tasks of advertising and international advertising in marketing as well as the specifics of an international advertising organisation.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	The role of advertising in the international business			Lectures		1.00	auditorium
2	Creation of advertising basics			Lectures		1.00	auditorium
3	Ideas, assumptions and stereotypes about brand			Classes		1.00	auditorium
4	Group presentations for the selected brand			Classes		1.00	auditorium
5	Ad tools and ways			Lectures		1.00	auditorium
6	Choosing ad types and distribution channels			Classes		1.00	auditorium
7	Distribution channels: their types and applications in the context of an existing market			Lectures		1.00	auditorium
8	Group presentations about work status			Classes		4.00	auditorium
9	Measuring your ad and results analysis			Lectures		1.00	auditorium
10	Building an international brand advertising strategy			Lectures		1.00	auditorium
11	Planning of advertising, resources, and costs			Lectures		1.00	auditorium
Topic Layout (Part-Time)
No.	Topic			Type of Implementation		Number	Venue
1	The role of advertising in the international business			Lectures		1.00	auditorium
2	Creation of advertising basics			Lectures		1.00	auditorium
3	Ideas, assumptions and stereotypes about brand			Classes		1.00	auditorium
4	Group presentations for the selected brand			Classes		1.00	auditorium
5	Ad tools and ways			Lectures		1.00	auditorium
8	Group presentations about work status			Classes		2.00	auditorium
9	Measuring your ad and results analysis			Lectures		1.00	auditorium
11	Planning of advertising, resources, and costs			Lectures		1.00	auditorium
Assessment
Unaided Work:
The aim of the independent learning is to analyse in depth one of the issues studied in the course from the theoretical and practical point of view (mandatory condition, since each part constitutes 50% of the assessment), based on the material acquired during lectures and seminars. It is also desirable to reflect the student’s personal opinion on the results of the research in this paper. The paper must be structured and organised in a logical order according to the chosen topic. In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
Assessment Criteria:
Final grade (using 10-point grading system) constituted, based on the following assessments: • attendance of lectures and seminars (5%); • activity and quality of answers in seminars (15%); • grades for the summaries prepared on 6 lecture topics and 4 seminars (25%); • independent work (25%); • exam (30%).
Final Examination (Full-Time):		Exam (Written)
Final Examination (Part-Time):		Exam (Written)
Learning Outcomes
Knowledge:		Understanding the role of advertising in a historical perspective and knowledge of advertising as a specific type of information. Understanding the nature and tasks of advertising and the role of advertising in the marketing system.
Skills:		Ability to describe types of advertising and their applicability. Ability to define the stages of an advertising campaign and planning thereof, and evaluate the effectiveness of an advertisement.
Competencies:		Students are able to describe the structure of international advertising and the specifics of global advertising campaigns.
Bibliography
No.	Reference
Required Reading
1	Belch G.E., Belch M.A. Advertising and Promotion: An integrated marketing communications perspective. Mc Graw Hill, 2007.
2	Lane R., King K., Reichert T. Kleppner's Advertising Procedure. 18th Ed; Prentice Hall, 2011.
3	Ozuem W.F. Conceptualising Marketing Communication in the New Marketing Paradigm. Universal Publishers, 2004.
4	De Pelsmacker P., Geuens M., Van den Bergh J. Marketing Communications: A European Perspective. Prentice Hall, 2007.
Additional Reading
1	Muhlbacher H., Leihs H. and Dahringer L. International Marketing: A Global Perspective. Thomson Learning, 2006.
2	Fill Chris. Simply marketing communications. Harlow: FT Prentice Hall, c2006. xxiii, 410 pp.
3	Shimp Terence A. Advertising, promotion, and other aspects of integrated marketing communications. 8th ed. Mason, Ohio: South-Western Cengage Learning, 2009, c2010. xx, 668 pp.
Other Information Sources
1	Skulme R., Praude V. Online Marketing Tools Usefulness in Managing Customer Purchase Decision Process. International Scientific Conference „New Challanges of Economic and Business Development - 2014”. Riga, Latvia. 08.-10.05.2014.
2	International Journal of Integrated Marketing Communications.
3	Journal of Integrated Marketing Communications.