Veidlapa Nr. M-3 (8)
Study Course Description
Methods of Marketing Communication
Course Code
SBUEK_160
Branch of Science
-
ECTS
3.00
Target Audience
Business Management; Management Science; Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Renāte Cāne
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
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.
Preliminary Knowledge
Successful completion of the course requires students with prior knowledge of international business and marketing, as well as business communication and ethics.
Learning Outcomes
Knowledge
1.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
1.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.
Competences
1.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.
Assessment
Individual work
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Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual 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.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
The final grade is the average mark of summaries, report, seminars, independent work and the exam.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Introduction. Marketing communication concept. The place, importance and opportunities of marketing communication in the marketing complex (marketing mix).
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Introduction. Marketing communication concept. The place, importance and opportunities of marketing communication in the marketing complex (marketing mix).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing communication complex (marketing communication mix), its structure, elements and applicability. Goals and principles of integrating marketing communication elements.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing communication complex (marketing communication mix), its structure, elements and applicability. Goals and principles of integrating marketing communication elements.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Campaign as a mean of integrating and implementing marketing communication.
Methods for determining the effectiveness of marketing communication.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Campaign as a mean of integrating and implementing marketing communication.
Methods for determining the effectiveness of marketing communication.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Introduction. Marketing communication concept. The place, importance and opportunities of marketing communication in the marketing complex (marketing mix).
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Introduction. Marketing communication concept. The place, importance and opportunities of marketing communication in the marketing complex (marketing mix).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing communication complex (marketing communication mix), its structure, elements and applicability. Goals and principles of integrating marketing communication elements.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing communication complex (marketing communication mix), its structure, elements and applicability. Goals and principles of integrating marketing communication elements.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
12 Academic Hours
Final Examination:
Exam (Written)
Bibliography
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.