Methods of Marketing Communication

Study Course Description

Course Description Statuss:Approved

Course Description Version:7.00

Study Course Accepted:02.02.2024 12:30:44

Study Course Information
Course Code:		SBUEK_160		LQF level:		Level 6
Credit Points:		2.00		ECTS:		3.00
Branch of Science:		Management; Business Management		Target Audience:		Marketing and Advertising; Management Science; Business Management
Study Course Supervisor
Course Supervisor:		Renāte Cāne
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)		6	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		12
Classes (count)		6	Class Length (academic hours)		2	Total Contact Hours of Classes		12
Total Contact Hours								24
Part-Time - Semester No.1
Lectures (count)		3	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		6
Classes (count)		3	Class Length (academic hours)		2	Total Contact Hours of Classes		6
Total Contact Hours								12
Study course description
Preliminary Knowledge:
Successful completion of the course requires students with prior knowledge of international business and marketing, as well as business communication and ethics.
Objective:
To acquaint with the concepts of marketing communication, its structure and possibilities in achieving the goals of enterprises and institutions, using the elements of marketing communication and principles of their integration.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Introduction. Marketing communication concept. The place, importance and opportunities of marketing communication in the marketing complex (marketing mix).			Lectures		1.00	auditorium
				Classes		1.00	auditorium
2	Marketing communication complex (marketing communication mix), its structure, elements and applicability. Goals and principles of integrating marketing communication elements.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
3	Advertising as an element of marketing communication, its essence, goals, tasks. Classification of advertising. Advertising communication channels, tools and means. Non-traditional advertising. Commonly used methods in advertising communication.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
4	Sales promotion as an element of marketing communication, its essence, goals, objectives. Sales promotion tools and exposure objects. Direct sales as an element of marketing communication, its essence, character and process of direct sales. The most commonly used methods of sales promotion and direct sales.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
5	Public relations as an element of marketing communication. Public relations activities, models, functions and classification of activities. Commonly used methods in public relations communication. New (non-traditional) ways of marketing communication – digital communication (content marketing, social media marketing), guerrilla marketing, gaming, their peculiarities and implementation principles.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
6	Campaign as a mean of integrating and implementing marketing communication. Methods for determining the effectiveness of marketing communication.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
Topic Layout (Part-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Introduction. Marketing communication concept. The place, importance and opportunities of marketing communication in the marketing complex (marketing mix).			Lectures		1.00	auditorium
				Classes		1.00	auditorium
2	Marketing communication complex (marketing communication mix), its structure, elements and applicability. Goals and principles of integrating marketing communication elements.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
3	Advertising as an element of marketing communication, its essence, goals, tasks. Classification of advertising. Advertising communication channels, tools and means. Non-traditional advertising. Commonly used methods in advertising communication.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
Assessment
Unaided Work:
Compulsory and additional literature studies, regular tests (summaries, report, workshops), preparation for classes, seminars, final examinations, etc. types of work according to the description and content of the study course.
Assessment Criteria:
The final grade is the average mark of summaries, report, seminars, independent work and the exam.
Final Examination (Full-Time):		Exam (Written)
Final Examination (Part-Time):		Exam (Written)
Learning Outcomes
Knowledge:		Students gain knowledge of the elements of marketing communication – advertising, promotion, public relations, direct sales, etc. methods, their nature, strategic importance in marketing communication and implementation methods. Knowledge of marketing communication design solutions, integration of methods and evaluation of effectiveness.
Skills:		Students are able to: • evaluate marketing communication opportunities for business and institutional goals; • describe the essence and role of marketing elements in the marketing process; • evaluate and select appropriate marketing communication methods, integrate them and develop marketing effectiveness enhancing activities.
Competencies:		Students are able to use theoretical and practical knowledge and skills in marketing and marketing communication. Are able to use different methods of search for innovation assurance in marketing communication.
Bibliography
No.	Reference
Required Reading
1	Rossiter, J. R. (2018). Marketing Communications: Objectives, Strategy, Tactics. 1st edition. SAGE Publications Ltd, 584 p.
2	Shimp, T. A., Andrews, J. C. (2017). Advertising, promotion and other aspects of integrated marketing communication. Mason, OH: Cengage, 752 p.
3	Praude, V., Šalkovska, J. (2015). Integrētā mārketinga komunikācija: reklāma, produktu realizācijas veicināšana, tiešais mārketings, interaktīvais mārketings, sabiedriskās saskarsmes, sponsorēšana, personiskā apkalpošana, izstādes. Rīga: Burtene, 1.grāmata 464 lpp., 2.grāmata 416 lpp.
4	Blakeman, R. (2018). Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 3rd Edition. Rowman & Littlefield Publishers, 368 p.
Additional Reading
1	The Routledge companion to the future of marketing. (2014). Edited by Luiz Moutinho, Enrique Bigné and Ajay K. Manrai. 1st Edition. London; New York: Routledge, Taylor & Francis Group, 470 p.
2	Safko L. (2010). The social media bible. Tactic, tools and strategies for business sucsess. John Wiley & Sons, 794 p.
3	Kimeiša, L. (2013). Pārdotspējīgi teksti interneta mājaslapām: padomi tekstu veidošanā, fakti, iedvesmojoši piemēri, idejas, jaunākās tendences. Rīga: Zvaigzne ABC, 2013, 125 lpp.
4	Kelley, L. D., Jugenheimer, D. W. (2015). Advertising account planning: planning and managing an IMC campaign. Third Edition. Armonk, New York: M.E. Sharpe, 252 p.
5	Batat, W. (2019). Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. Routledge: 278 p., e-gr.
6	Goodluck, C., Anderson, W. (2016). International Marketing: Theory and Practice from Developing Countries. Unabridged edition, e-gr.
7	Plume, C., Dwivedi, Y., Slade, E. (2016). Social Media in the Marketing Context: A State of the Art Analysis and Future Directions. Chandos Publishing: 182 p., e-gr.
8	Batley, M. (2015). Brand Meaning: Meaning, Myth and Mystique in Today's Brands. 2nd New edition. Routledge, 230 p., e-gr.
9	Praude V., Šalkovska J. (2018) Satura mārketings internetā. Rīga: Burtene, 256 lpp.