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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_073LQF level:Level 6
Credit Points:2.67ECTS:4.00
Branch of Science:Management; Business ManagementTarget 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, szfatrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)7Lecture Length (academic hours)2Total Contact Hours of Lectures14
Classes (count)7Class Length (academic hours)2Total Contact Hours of Classes14
Total Contact Hours28
Part-Time - Semester No.1
Lectures (count)5Lecture Length (academic hours)2Total Contact Hours of Lectures10
Classes (count)4Class Length (academic hours)2Total Contact Hours of Classes8
Total Contact Hours18
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.TopicType of ImplementationNumberVenue
1The role of advertising in the international businessLectures1.00auditorium
2Creation of advertising basicsLectures1.00auditorium
3Ideas, assumptions and stereotypes about brandClasses1.00auditorium
4Group presentations for the selected brandClasses1.00auditorium
5Ad tools and waysLectures1.00auditorium
6Choosing ad types and distribution channelsClasses1.00auditorium
7Distribution channels: their types and applications in the context of an existing marketLectures1.00auditorium
8Group presentations about work statusClasses4.00auditorium
9Measuring your ad and results analysisLectures1.00auditorium
10Building an international brand advertising strategyLectures1.00auditorium
11Planning of advertising, resources, and costsLectures1.00auditorium
Topic Layout (Part-Time)
No.TopicType of ImplementationNumberVenue
1The role of advertising in the international businessLectures1.00auditorium
2Creation of advertising basicsLectures1.00auditorium
3Ideas, assumptions and stereotypes about brandClasses1.00auditorium
4Group presentations for the selected brandClasses1.00auditorium
5Ad tools and waysLectures1.00auditorium
8Group presentations about work statusClasses2.00auditorium
9Measuring your ad and results analysisLectures1.00auditorium
11Planning of advertising, resources, and costsLectures1.00auditorium
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
1Belch G.E., Belch M.A. Advertising and Promotion: An integrated marketing communications perspective. Mc Graw Hill, 2007.
2Lane R., King K., Reichert T. Kleppner's Advertising Procedure. 18th Ed; Prentice Hall, 2011.
3Ozuem W.F. Conceptualising Marketing Communication in the New Marketing Paradigm. Universal Publishers, 2004.
4De Pelsmacker P., Geuens M., Van den Bergh J. Marketing Communications: A European Perspective. Prentice Hall, 2007.
Additional Reading
1Muhlbacher H., Leihs H. and Dahringer L. International Marketing: A Global Perspective. Thomson Learning, 2006.
2Fill Chris. Simply marketing communications. Harlow: FT Prentice Hall, c2006. xxiii, 410 pp.
3Shimp 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
1Skulme 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.
2International Journal of Integrated Marketing Communications.
3Journal of Integrated Marketing Communications.