Veidlapa Nr. M-3 (8)
Study Course Description
Basics of the Management of International Advertising
Course Code
SZF_319
Branch of Science
Economics and Business
ECTS
3.00
Target Audience
Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Inta Buša
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To provide theoretical and practical knowledge of the role and tasks of advertising and international advertising in marketing as well as the specifics of an international advertising organisation.
Preliminary Knowledge
International marketing.
Learning Outcomes
Knowledge
1.Understanding the role of advertising in historical view and knowledge of advertising as a specific type of information. Understanding the nature and tasks of advertising and the role of advertising in the marketing system.
Skills
1.Ability to describe types of advertising and their applicability. Ability to define the stages of an advertising campaign and planning thereof, and evaluate the effectiveness of an advertisement.
Competences
1.Students are able to describe the structure of international advertising and the specifics of global advertising campaigns.
Assessment
Individual work
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Title
|
% from total grade
|
Grade
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|---|---|---|
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1.
Individual work |
25.00% from total grade
|
10 points
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The aim of the independent learning is to analyse in depth one of the issues studied in the course from the theoretical and practical point of view (mandatory condition, since each part constitutes 50% of the assessment), based on the material acquired during lectures and seminars. It is also desirable to reflect the student’s personal opinion on the results of the research in this paper. The paper must be structured and organised in a logical order according to the chosen topic. |
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2.
Summaries |
25.00% from total grade
|
10 points
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Summaries of 6 lecture topics and 4 seminars should be prepared. |
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3.
Completion of the study course assessment questionnaire |
-
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-
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In order to evaluate the quality of the study course as a whole, the student must complete the study course assessment questionnaire on the student Portal. |
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Examination
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Title
|
% from total grade
|
Grade
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|---|---|---|
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1.
Activity and quality of responses in seminars |
20.00% from total grade
|
10 points
|
|
2.
Exam |
30.00% from total grade
|
10 points
|
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role of advertising in the international business
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creation of advertising basics
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Creation of advertising basics
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Ideas, assumptions and stereotypes about brand
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations for the selected brand
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Ad tools and ways
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Choosing ad types and distribution channels
|
-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Distribution channels: their types and applications in the context of an existing market
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Distribution channels: their types and applications in the context of an existing market
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations about work status
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations about work status
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations about work status
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations about work status
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Measuring your ad and results analysis
|
-
Lecture
|
Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
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Topics
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Building an international brand advertising strategy
|
-
Lecture
|
Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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Planning of advertising, resources, and costs
|
-
Test
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Exam
|
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role of advertising in the international business
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creation of advertising basics
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Ideas, assumptions and stereotypes about brand
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations for the selected brand
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Ad tools and ways
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations about work status
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Group presentations about work status
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Measuring your ad and results analysis
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Planning of advertising, resources, and costs
|
Total ECTS (Creditpoints):
3.00
Contact hours:
18 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Turnbull, Sarah, Larry Kelley, and Donald Jugenheimer. 2024. Advertising Account Planning: Planning and Managing Strategic Communication Campaigns. 4th ed. New York: Routledge.
2.
Frost, Raymond, Alexa K. Fox, and Terry Daugherty. 2023. eMarketing: Digital Marketing Strategy. 9th ed. New York: Routledge.
3.
Lane R., King K., Reichert T. Kleppner's Advertising Procedure. 18th Ed; Prentice Hall, 2011.
4.
Belch G.E., Belch M.A. Advertising and Promotion: An integrated marketing communications perspective. Mc Graw Hill, 2007.
5.
De Pelsmacker P., Geuens M., Van den Bergh J. Marketing Communications: A European Perspective. Prentice Hall, 2007.
Additional Reading
1.
Muhlbacher H., Leihs H. and Dahringer L. International Marketing: A Global Perspective. Thomson Learning, 2006.
2.
Fill Chris. Simply marketing communications. Harlow: FT Prentice Hall, c2006. xxiii, 410 pp.
3.
Shimp Terence A. Advertising, promotion, and other aspects of integrated marketing communications. 8th ed. Mason, Ohio: South-Western Cengage Learning, 2009, c2010. xx, 668 pp.
Other Information Sources
1.
Skulme R., Praude V. Online Marketing Tools Usefulness in Managing Customer Purchase Decision Process. International Scientific Conference „New Challanges of Economic and Business Development - 2014”. Riga, Latvia. 08.-10.05.2014.
2.
Journal of Advertising
3.
International Journal of Integrated Marketing Communications.
4.
Journal of Integrated Marketing Communications.
5.
Marketing School podcast
6.
Blogs "Think with google"