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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_074 | 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: | Santa Bormane | ||||||||
| 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) | 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: | 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. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Definition 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. | Lectures | 2.00 | auditorium | |||||
| 2 | Creative and media communication plans of advertising, coherence thereof. Terms used in the advertising business. Positioning. Target audiences. | Lectures | 1.00 | auditorium | |||||
| 3 | 1. Analysis of creative advertising materials. 2. Advertising terms, understanding and usage: GRP, TRP, Reach, F, CPT. 3. Advertising above and below the line. | Classes | 1.00 | auditorium | |||||
| 4 | 1. Integrated marketing communication. 2. Brand. 3. AIDA model. | Lectures | 1.00 | auditorium | |||||
| 5 | Advertising market in Latvia, Baltic States. Common advertising market in Latvia. Development trends of the advertising market. Major advertisers. | Lectures | 1.00 | auditorium | |||||
| 6 | 1. Creative plans of advertising, project development, analysis. 2. Job advertisements. | Classes | 1.00 | auditorium | |||||
| 7 | Research of media audiences, usage thereof in the development of advertising campaigns. TNS, Gemius audience research. | Lectures | 1.00 | auditorium | |||||
| 8 | 1. Development of advertising campaigns, media analysis. 2. Interactive game “Media field”. 3. When is it beneficial to use agency services? | Classes | 2.00 | auditorium | |||||
| 9 | 1. 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. | Lectures | 1.00 | auditorium | |||||
| 10 | 1. Presentations of advertising projects. 2. Implementation, control and analysis of advertising campaigns. | Classes | 1.00 | auditorium | |||||
| 11 | Presentation of independent (group) work – advertising campaign plan. | Classes | 1.00 | auditorium | |||||
| 12 | 1. Presentation of independent (group) work – advertising campaign plan. 2. Joint analysis of advertising campaign plans – presentations. | Classes | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Definition 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. | Lectures | 1.00 | auditorium | |||||
| 2 | Creative and media communication plans of advertising, coherence thereof. Terms used in the advertising business. Positioning. Target audiences. | Lectures | 1.00 | auditorium | |||||
| 3 | 1. Analysis of creative advertising materials. 2. Advertising terms, understanding and usage: GRP, TRP, Reach, F, CPT. 3. Advertising above and below the line. | Classes | 1.00 | auditorium | |||||
| 4 | 1. Integrated marketing communication. 2. Brand. 3. AIDA model. | Lectures | 1.00 | auditorium | |||||
| 6 | 1. Creative plans of advertising, project development, analysis. 2. Job advertisements. | Classes | 1.00 | auditorium | |||||
| 7 | Research of media audiences, usage thereof in the development of advertising campaigns. TNS, Gemius audience research. | Lectures | 1.00 | auditorium | |||||
| 8 | 1. Development of advertising campaigns, media analysis. 2. Interactive game “Media field”. 3. When is it beneficial to use agency services? | Classes | 1.00 | auditorium | |||||
| 9 | 1. 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. | Lectures | 1.00 | auditorium | |||||
| 10 | 1. Presentations of advertising projects. 2. Implementation, control and analysis of advertising campaigns. | Classes | 1.00 | auditorium | |||||
| 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 | |||||||||
| 1 | Barry 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. | ||||||||
| 2 | Davis J. J. Advertising Research: Theory & Practice. 2nd Edition, 2011, - 642 p., | ISBN-10: 0132128322 | ||||||||
| 3 | Fill C., Hughes G., Francesco S. Advertising: Strategy, Creativity and Media, Pearson Education Limited, 2012, - 416 p. | ||||||||
| 4 | O’Guinn, T., Allen, C., Semenik, R., Kaufman, H. R. Advertising & Promotions, An Integrated Brand Approach. 6th edition, 2012, US, p.710 | ||||||||
| 5 | Shimp T. A., Andrews J. C. Integrated Marketing Communications in Advertising and Promotion. Cengage South-Western, 2013 - 688 p. | ||||||||
| Additional Reading | |||||||||
| 1 | Парабеллум А., Мрочковский Н., Бернадский С. 42 секрета эффективной рекламы. Управление потребителем, Издательство: Питер, 2013 г, 176 стр. | ||||||||
| 2 | Каплунов Д. «Копирайтинг массового поражения, Правообладатель": Питер, Дата выхода: 2011 Объем: 230 стр., 14 иллюстраций | ||||||||
| Other Information Sources | |||||||||
| 1 | Advertising Age. | ||||||||
| 2 | Digital Advertising Platforms Overview. | ||||||||
| 3 | Latvijas reklāmas asociācija. | ||||||||
| 4 | Latvijas reklāmas gadagrāmata. | ||||||||
| 5 | Eiropas komunikācijas aģentūru asociācija. | ||||||||
