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Media Planning for Marketing Communication
Study Course Description
Course Description Statuss:Approved
Course Description Version:5.00
Study Course Accepted:02.02.2024 12:26:03
| Study Course Information | |||||||||
| Course Code: | KF_050 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Communication Sciences; Communication Theory | Target Audience: | Information and Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Ruta Siliņa | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 20 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 3 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 6 | ||||
| Total Contact Hours | 16 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | General understanding of the communication process and its organization. | ||||||||
| Objective: | Provide an overview of the basics of media planning needed to make informed decisions in marketing communication planning and implementation. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | An introduction to media from different points of view | Lectures | 1.00 | auditorium | |||||
| 2 | Media goals and strategies | Lectures | 1.00 | auditorium | |||||
| 3 | Consumers and audiences | Lectures | 1.00 | auditorium | |||||
| 4 | Media concepts, terms and calculations | Lectures | 1.00 | auditorium | |||||
| 5 | Planning and buying television | Lectures | 1.00 | auditorium | |||||
| 6 | Radio (audio), press and environmental media planning and buying | Classes | 1.00 | auditorium | |||||
| 7 | Digital media planning and buying | Classes | 1.00 | auditorium | |||||
| 8 | Not just planning and buying | Lectures | 1.00 | auditorium | |||||
| 9 | Creating a plan | Classes | 1.00 | auditorium | |||||
| 10 | Evaluation and calculations of media plans and buys. Contemporary research issues. Research sources. Organizations | Classes | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | An introduction to media from different points of view | Lectures | 1.00 | auditorium | |||||
| 2 | Media goals and strategies | Lectures | 1.00 | auditorium | |||||
| 3 | Consumers and audiences | Lectures | 1.00 | auditorium | |||||
| 4 | Media concepts, terms and calculations | Lectures | 1.00 | auditorium | |||||
| 5 | Planning and buying television | Lectures | 0.50 | auditorium | |||||
| 6 | Radio (audio), press and environmental media planning and buying | Classes | 0.50 | auditorium | |||||
| 7 | Digital media planning and buying | Classes | 0.50 | auditorium | |||||
| 8 | Not just planning and buying | Lectures | 0.50 | auditorium | |||||
| 9 | Creating a plan | Classes | 1.00 | auditorium | |||||
| 10 | Evaluation and calculations of media plans and buys. Contemporary research issues. Research sources. Organizations | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | As part of the course, the student reads recommended literature - books, research and professional literature, watches video and audio materials, as well as participates in lectures and seminars. 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: | Seminar papers - summaries; group works - media planning for marketing communication project development and presentations; independent studies and activity in the exchange of information and knowledge in classes; exam. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | As a result of successful completion of the study course, students: 1) Know the place of media in marketing communication and different media concepts, functions and roles of media in advertising and public relations. 2) Knows about the Consumer journey, its place and role in media strategy and tactics. 3) Knows how to distinguish marketing, communication, advertising and media goals and how to set them. 4) Knows the definition of the target audience. 5) Knows the main concepts, definitions, calculations and main formulas of media planning. 6) Able to describe the function of each type of media, knows media formats and how advertising is planned and bought in each media type and format. 7) Have knowledge of the media selection criteria and the main elements of the media plan. 8) Knows how and in what order to create a media strategy and plan. 9) Knows the current methods and results of media audience research, as well as the problems of modern media research and its impact on media planning. 10) Knows the methods of evaluating the media plan and its results. | ||||||||
| Skills: | As a result of successfully completing the study course, students acquire: 1) The ability to select and critically analyze the information necessary for creating a media plan. 2) Ability to set media goals. 3) Skills to analyze and interpret media audience research and define target groups. 4) Ability to orientate in media concepts, formulas and apply them in drawing up and evaluating plans. 5) The ability to compare the advantages of media types and the suitability of media for the media plan. 6) Ability to prepare a media plan and its alternatives. 7) Ability to analyze and evaluate the effectiveness of media plans. | ||||||||
| Competencies: | As a result of successful completion of the study course, students acquire the following competencies: 1) Independently select and analyze the information necessary for creating a media strategy and plan. 2) Able to create a media plan and its alternatives according to the client's task and competitive conditions in the media market. 3) Able to analyze and compare the activities of the client's competitors. 4) Evaluates and determines the compatibility of media goals with other goals. 5) evaluates the results of media plans, draws conclusions that are important for creating future plans. 6) Understands the main indicators of the media market, trends and their impact on media planning. 7) Able to argue and discuss media planning issues. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Sandra Moriarty, Nancy Mit5chell, Charles Wood, William Wells. Advertising & IMC. Pearson Education Limited, 2019. | ||||||||
| 2 | Byron Sharp. How brads grow what marketers don’t know. Oxford University Press, 2010, reprinted in 2019. | ||||||||
| 3 | Jenni Romaniuk, Byron Sharp. How brands grow Part 2. Oxford University Press, 2016. | ||||||||
| 4 | Zinātniskās darbības metodoloģija: starpdisciplināra perspektīva. K. Mārtinsones un A. Piperes zinātniskajā redakcijā. RSU, 2021. | ||||||||
| 5 | Helen Latz. The Media Handbook. A Complete Guide to Advertising Media Selection, Planning, Research and Buying. 8th Edition. Routledge Communication series, 2022. | ||||||||
| 6 | Jack Z. Sissors and Roger B. Baron. Advertising Media Planning. McGraw-Hill eBooks, 7th Edition | ||||||||
| 7 | Globālo mārketinga komunikācijas aģentūru karte | ||||||||
| 8 | Kā nereklamēšanās ietekmē zīmolu pārdošanas rezultātus | ||||||||
| Additional Reading | |||||||||
| 1 | Mediju plānošana un dati (I) | ||||||||
| 2 | Mediju plānošana un dati (II) | ||||||||
| 3 | Mediju plānošana un dati (III) | ||||||||
| 4 | Mediju pētniecība (I) | ||||||||
| 5 | Mediju pētniecība (II) | ||||||||
| 6 | Mediju pētniecība (III) | ||||||||
| 7 | Mediju pētniecība (IV) | ||||||||
| 8 | Mediju pētniecība (V) | ||||||||
| 9 | Pētniecības aktualitātes (I) | ||||||||
| 10 | Pētniecības aktualitātes (II) | ||||||||
| Other Information Sources | |||||||||
| 1 | Profesionālās organizācijas (I) | ||||||||
| 2 | Profesionālās organizācijas (II) | ||||||||
| 3 | Profesionālās organizācijas (III) | ||||||||
| 4 | Profesionālās organizācijas (IV) | ||||||||
| 5 | Profesionālās organizācijas (V) | ||||||||
| 6 | Latvijas Reklāmas tirgus dati | ||||||||
