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International Advertising Market and Development

Study Course Description

Course Description Statuss:Approved
Course Description Version:1.00
Study Course Accepted:02.04.2024 14:39:34
Study Course Information
Course Code:SZF_074LQF level:Level 6
Credit Points:2.67ECTS:4.00
Branch of Science:Management; Business ManagementTarget Audience:Marketing and Advertising
Study Course Supervisor
Course Supervisor:Santa Bormane
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:
Basics of the Organisation and Management of International Advertising.
Objective:
To develop understanding of the place and role of advertising in successful operation of companies, the development of an advertising plan, and possibilities for application thereof.
Topic Layout (Full-Time)
No.TopicType of ImplementationNumberVenue
1Definition of advertising, its place and role in successful business growth. Role, aims, objectives of advertising. Advertising plans, marketing plans. How are they related? Advertising/ public relations. Relationships and differences between them.Lectures2.00auditorium
2Creative and media communication plans of advertising, coherence thereof. Terms used in the advertising business. Positioning. Target audiences.Lectures1.00auditorium
31. Analysis of creative advertising materials. 2. Advertising terms, understanding and usage: GRP, TRP, Reach, F, CPT. 3. Advertising above and below the line.Classes1.00auditorium
41. Integrated marketing communication. 2. Brand. 3. AIDA model.Lectures1.00auditorium
5Advertising market in Latvia, Baltic States. Common advertising market in Latvia. Development trends of the advertising market. Major advertisers.Lectures1.00auditorium
61. Creative plans of advertising, project development, analysis. 2. Job advertisements.Classes1.00auditorium
7Research of media audiences, usage thereof in the development of advertising campaigns. TNS, Gemius audience research.Lectures1.00auditorium
81. Development of advertising campaigns, media analysis. 2. Interactive game “Media field”. 3. When is it beneficial to use agency services?Classes2.00auditorium
91. Implementation and control of advertising plans. Post-campaign analysis. Advertising agencies. 2. Advertising agencies represented in the Latvian advertising association. 3. Advertising restrictions, norms, legislation.Lectures1.00auditorium
101. Presentations of advertising projects. 2. Implementation, control and analysis of advertising campaigns.Classes1.00auditorium
11Presentation of independent (group) work – advertising campaign plan.Classes1.00auditorium
121. Presentation of independent (group) work – advertising campaign plan. 2. Joint analysis of advertising campaign plans – presentations.Classes1.00auditorium
Topic Layout (Part-Time)
No.TopicType of ImplementationNumberVenue
1Definition of advertising, its place and role in successful business growth. Role, aims, objectives of advertising. Advertising plans, marketing plans. How are they related? Advertising/ public relations. Relationships and differences between them.Lectures1.00auditorium
2Creative and media communication plans of advertising, coherence thereof. Terms used in the advertising business. Positioning. Target audiences.Lectures1.00auditorium
31. Analysis of creative advertising materials. 2. Advertising terms, understanding and usage: GRP, TRP, Reach, F, CPT. 3. Advertising above and below the line.Classes1.00auditorium
41. Integrated marketing communication. 2. Brand. 3. AIDA model.Lectures1.00auditorium
61. Creative plans of advertising, project development, analysis. 2. Job advertisements.Classes1.00auditorium
7Research of media audiences, usage thereof in the development of advertising campaigns. TNS, Gemius audience research.Lectures1.00auditorium
81. Development of advertising campaigns, media analysis. 2. Interactive game “Media field”. 3. When is it beneficial to use agency services?Classes1.00auditorium
91. Implementation and control of advertising plans. Post-campaign analysis. Advertising agencies. 2. Advertising agencies represented in the Latvian advertising association. 3. Advertising restrictions, norms, legislation.Lectures1.00auditorium
101. Presentations of advertising projects. 2. Implementation, control and analysis of advertising campaigns.Classes1.00auditorium
Assessment
Unaided Work:
Advertising project, summaries. 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:
1. Activity and quality of answers during seminars, lectures – 20%, 2. Summaries – 20%, 3. Individual learning – draft advertising campaign plan – 20%, 4. Exam – 40%.
Final Examination (Full-Time):Exam (Written)
Final Examination (Part-Time):Exam (Written)
Learning Outcomes
Knowledge:Understands the development of advertising concepts and how they can be used to achieve company/ organisation goals and increase competitiveness.
Skills:Ability to develop a successful draft advertising campaign plan, using various elements to be included in advertising media, press layouts, Internet advertisements, audio, video clips.
Competencies:Comprehensive understanding of the place and role of advertising in successful operations of an organisation (institution, company). Ability to analyse and, if necessary, make valuable suggestions on how to better address advertising issues in different companies and organisations.
Bibliography
No.Reference
Required Reading
1Barry P. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Pete Barry. 3rd edition. New York: Thames & Hudson, 2016, 320 pp.
2Davis J. J. Advertising Research: Theory & Practice. 2nd Edition, 2011, - 642 p., | ISBN-10: 0132128322
3Fill C., Hughes G., Francesco S. Advertising: Strategy, Creativity and Media, Pearson Education Limited, 2012, - 416 p.
4O’Guinn, T., Allen, C., Semenik, R., Kaufman, H. R. Advertising & Promotions, An Integrated Brand Approach. 6th edition, 2012, US, p.710
5Shimp T. A., Andrews J. C. Integrated Marketing Communications in Advertising and Promotion. Cengage South-Western, 2013 - 688 p.
Additional Reading
1Парабеллум А., Мрочковский Н., Бернадский С. 42 секрета эффективной рекламы. Управление потребителем, Издательство: Питер, 2013 г, 176 стр.
2Каплунов Д. «Копирайтинг массового поражения, Правообладатель": Питер, Дата выхода: 2011 Объем: 230 стр., 14 иллюстраций
Other Information Sources
1Advertising Age.
2Digital Advertising Platforms Overview.
3Latvijas reklāmas asociācija.
4Latvijas reklāmas gadagrāmata.
5Eiropas komunikācijas aģentūru asociācija.