Veidlapa Nr. M-3 (8)
Study Course Description
International Advertising
Course Code
SBUEK_199
Branch of Science
-
ECTS
3.00
Target Audience
Business Management; Management Science; Marketing and Advertising
LQF
Level 7
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Santa Bormane
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
Raise awareness of the role of advertising in integrated marketing communication in the context of global market, including theoretical and practical issues of international advertising strategies. The international perspective of advertising includes understanding of advertising as a marketing communication tool, its role and tasks in marketing.
Preliminary Knowledge
Marketing, International Marketing, E-Marketing Strategies, Management Theory.
Learning Outcomes
Knowledge
1.Upon completion of the study course, students will have acquired knowledge of advertising and the role of international advertising in marketing, theoretical and practical aspects of international advertising as a marketing communication tool.
Skills
1.Students will be able to identify the types of advertising in the development of marketing strategy; they will be able to evaluate the effectiveness of the advertising campaigns and their benefits.
Competences
1.Students will be able to organise the advertising process in the company, as well as to develop a marketing strategy.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Individual and group work, preparation of presentations according to the course topics: Advertising as a specific type of commercial information. Historical development of advertising. The role of advertising in the marketing process. The socio-economic role of advertising. Classification of advertising. Distribution tools of advertising and their analysis. Integrated marketing communications. Planning of advertising and strategy.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Active participation in practical classes (20%)
Individual project (30%)
Examination (50%)
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Role of advertising in integrated marketing communication in the context of global market.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Importance of advertising in the concept and processes of international marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Aims, functions and processes of advertising and classification of types.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Aims, functions and processes of advertising and classification of types.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Aims, functions and processes of advertising and classification of types.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising message, levels of action and impact on consumer behaviour.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising message, levels of action and impact on consumer behaviour.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types of international advertising strategies and factors influencing their choice of efficiency.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types of international advertising strategies and factors influencing their choice of efficiency.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International advertising research and theoretical and practical aspects of its development.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Role of advertising in integrated marketing communication in the context of global market.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Importance of advertising in the concept and processes of international marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Aims, functions and processes of advertising and classification of types.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Aims, functions and processes of advertising and classification of types.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types of international advertising strategies and factors influencing their choice of efficiency.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types of international advertising strategies and factors influencing their choice of efficiency.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
12 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Kotler Ph., Armstrong G. Principles of marketing. USA: Pearson, 2012
2.
Belch G. E. Advertising and promotion: an integrated marketing communications perspective. NY: McGraw-Hill, 2015
3.
Altstiel, T., Grow J. Advertising creative: strategy, copy, design. Los Angeles: SAGE, 4th ed., 2017
4.
Shimp A. Advertising, promotion, and other aspects of integrated marketing communications, 2013
5.
Kelley L. D. Advertising account planning: planning and managing an IMC campaign. Armonk, New York: M.E. Sharpe, Inc., 2015
6.
Klein E. Advertising and design: interdisciplinary perspectives on a cultural field / Beate Flath; Bielefeld: Transcript, 2014
7.
Advertising as culture. Edited by Chris Wharton. Bristol: Intellect, 2013
8.
Ferrier A. The advertising effect: how to change behaviour. Oxford University Press, 2014
9.
Belch E. G., Belch A. M. Advertising and Promotion: An integrated marketing communications perspective. Mc Graw Hill, 2007 - 820 P.
Additional Reading
1.
Fill Ch. Advertising: strategy, creativity and media. Pearson, 2013
2.
Advertising theory. Edited by Shelly Rodgers and Esther Thorson. New York: Routledge, 2012
3.
De Pelsmacker P., Geuens M., Van den Bergh J. Marketing Communications a European Perspective. Prentice Hall, 2007 - 610 P.
4.
Smith P.R., Taylor J. Marketing Communications. An Integrated Approach. London and Sterling: Kogan Page, 4th ed., 2004 - 696 P.
5.
West D., Ford J., Ibrahim E. Strategic Marketing Creating Competitive Advantage. Oxford University Press, 2006 - 517 P.
6.
Praude, V., Beļčikovs, J. Mārketings. Rīga: Vaidelote. 1999 - 559 lpp.
7.
Anderson, A.H., Kleiner, D. Effective Marketing Communications. Backwell Publishers, 1995 - 245 P.
8.
Ozuem, W. F. Conceptualising Marketing Communication in the New Marketing Paradigm. Universal Publishers, 2004 - 276 P.
9.
Arens W. Contemporary Advertising. McGraw-Hill Irwin, 9th ed., 2004 - 659 P.
10.
Muhlbacher H., Leihs H. and Dahringer L. International Marketing A Global Perspective. Thomson Learning, 2006 - 737 P.