Veidlapa Nr. M-3 (8)
Study Course Description
International Advertising Market and Development
Course Code
SZF_225
Branch of Science
Economics and Business
ECTS
3.00
Target Audience
Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Santa Bormane
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Kuldīgas street 9c, Rīga, szf@rsu.lv
About Study Course
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.
Preliminary Knowledge
Basics of the Organisation and Management of International Advertising.
Learning Outcomes
Knowledge
1.Understands the development of advertising concepts and how they can be used to achieve company/ organisation goals and increase competitiveness.
Skills
1.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.
Competences
1.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.
Assessment
Individual work
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Title
|
% from total grade
|
Grade
|
|---|---|---|
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1.
Individual 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.
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Examination
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Title
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% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
10 points
|
|
1. Activity and quality of answers during seminars, lectures – 20%, 2. Summaries – 20%, 3. Individual learning – draft advertising campaign plan – 20%, 4. Exam – 40%. |
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creative and media communication plans of advertising, coherence thereof. Terms used in the advertising business. Positioning. Target audiences.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
1. Analysis of creative advertising materials.
2. Advertising terms, understanding and usage: GRP, TRP, Reach, F, CPT.
3. Advertising above and below the line.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
1. Integrated marketing communication.
2. Brand.
3. AIDA model.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising market in Latvia, Baltic States. Common advertising market in Latvia.
Development trends of the advertising market.
Major advertisers.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
1. Creative plans of advertising, project development, analysis.
2. Job advertisements.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Research of media audiences, usage thereof in the development of advertising campaigns.
TNS, Gemius audience research.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
1. Development of advertising campaigns, media analysis.
2. Interactive game “Media field”.
3. When is it beneficial to use agency services?
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
1. Development of advertising campaigns, media analysis.
2. Interactive game “Media field”.
3. When is it beneficial to use agency services?
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
1. Presentations of advertising projects.
2. Implementation, control and analysis of advertising campaigns.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Presentation of independent (group) work – advertising campaign plan.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
1. Presentation of independent (group) work – advertising campaign plan.
2. Joint analysis of advertising campaign plans – presentations.
|
-
Test
|
Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Study room
|
2
|
Topics
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Consultation
|
|
Exam
|
Total ECTS (Creditpoints):
3.00
Contact hours:
28 Academic Hours
Final Examination:
Exam (Written)
Bibliography
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. (akceptējams izdevums)
3.
Fill C., Hughes G., Francesco S. Advertising: Strategy, Creativity and Media, Pearson Education Limited, 2012, - 416 p. (akceptējams izdevums)
4.
O’Guinn, T., Allen, C., Semenik, R., Kaufman, H. R. Advertising and Integrated Brand Promotion. 8th edition, 2019, US, p.710
5.
Shimp T. A., Andrews J. C. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Cengage South-Western, 2018 - 688 p. 10th edition.
Other Information Sources
1.
Advertising Age.
2.
Digital Advertising Platforms Overview.
3.
Latvijas reklāmas asociācija.
4.
Latvijas reklāmas gadagrāmata.
5.
Eiropas komunikācijas aģentūru asociācija.