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Advertising
Study Course Description
Course Description Statuss:Approved
Course Description Version:8.00
Study Course Accepted:02.02.2024 12:26:17
| Study Course Information | |||||||||
| Course Code: | KSK_039 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Communication Sciences | Target Audience: | Communication Science; Information and Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Alnis Stakle | ||||||||
| 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) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 20 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 3 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 6 | ||||
| Total Contact Hours | 16 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | None. | ||||||||
| Objective: | To familiarise students with the place and role of advertising in successful operations of companies. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Lectures | 1.00 | auditorium | ||||||
| 2 | Lectures | 1.00 | auditorium | ||||||
| 3 | Classes | 1.00 | auditorium | ||||||
| 4 | Lectures | 1.00 | auditorium | ||||||
| 5 | Lectures | 1.00 | auditorium | ||||||
| 6 | Classes | 1.00 | auditorium | ||||||
| 7 | Lectures | 1.00 | auditorium | ||||||
| 8 | Classes | 1.00 | auditorium | ||||||
| 9 | Lectures | 1.00 | auditorium | ||||||
| 10 | Classes | 1.00 | auditorium | ||||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Lectures | 1.00 | auditorium | ||||||
| 3 | Classes | 1.00 | auditorium | ||||||
| 4 | Lectures | 1.00 | auditorium | ||||||
| 6 | Classes | 1.00 | auditorium | ||||||
| 7 | Lectures | 1.00 | auditorium | ||||||
| 8 | Classes | 0.50 | auditorium | ||||||
| 9 | Lectures | 2.00 | auditorium | ||||||
| 10 | Classes | 0.50 | auditorium | ||||||
| Assessment | |||||||||
| Unaided Work: | |||||||||
| Assessment Criteria: | |||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | |||||||||
| Skills: | |||||||||
| Competencies: | |||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Advertising & IMC, Sandra Moriarty, Nancy Mit5chell, Charles Wood, William Wells. Pearson Education. Limited, 2019. | ||||||||
| 2 | How brads grow what marketers don’t know. Byron Sharp. Oxford University Press, 2010, reprinted in 2019 | ||||||||
| 3 | How brands grow Part 2. Jenni Romaniuk, Byron Sharp. Oxford University Press, 2016. | ||||||||
| 4 | Zinātniskās darbības metodoloģija: starpdisciplināra perspektīva. K. Mārtinsones un A. Piperes zinātniskajā redakcijā, RSU, 2021. | ||||||||
| 5 | Brikše, I. Komunikācija. LU sējumi, Zinātne | ||||||||
| 6 | How not to plan, 66 ways to screw it up. Binnet&Carter, APG Ltd., 2018. | ||||||||
| 7 | Born in 1842. A History of Advertising. Stephane Princas, Marc Loiseau. Mundocom Paris, 2006. | ||||||||
| 8 | The Best Way for a Client to Brief Agency. BetterBriefs and Mark Ritson in partnership with the IPA, 2021. | ||||||||
| 9 | Brand Building versus Sales Activation: A False Dichotomy? Binett, 2023 | ||||||||
| 10 | The Advertising concept book. Pete Barry. Thames&Hudson, 2018. | ||||||||
| 11 | Ziņu mediju zīmola vadība 21.gadsimta mediju vidē. Promocijas darba kopsavilkums. Saulīte Linda, RTU Izdevniecība, Rīga, 2023. | ||||||||
| 12 | News media branding in the 21st century media business enironment. Doctoral Theses. Saulīte Linda. RTU Press, 2023. | ||||||||
| 13 | Building distinctive brand assets. Romaniuk Jenni. Oxford University Press, Australia&New Zealand, 2018 | ||||||||
| 14 | The Brand Innovation Manifesto. How to Build Brands, Redefine markets & Defy Conventions. Grant John. John Wiley &Sons Ltd., 2007. | ||||||||
| 15 | Advertising Media Planning. Jack Z. Sissors and Roger B. Baron, McGraw-Hill eBooks. 7th Edition | ||||||||
| 16 | A Meta-Analysis of When and How Advertising Creativity Works. Sara Rosengren, Martin Eisend, Scott Koslow, and Micael Dahlen. Journal of Marketing, 2020, Vol. 84(6) 39-56. | ||||||||
| 17 | Creative That Sells: How Advertising Execution Affects Sales. Nicole Hartnett, Rachel Kennedy, Byron Sharp, and Luke Greenacre. Journal of Advertising, 45(1), 102–112, 2016, American Academy of Advertising | ||||||||
| 18 | How to run an advertising agency by David Ogilvy | ||||||||
| 19 | Measuring advertising’s effect on mental availability. Kelly Vaughan, Armando Maria Corsi, Virginia Beal and Byron Sharp. International Journal of Market Research, 2021, Vol. 63(5) 665– 681 | ||||||||
| 20 | When Brands Go Dark. Examining Sales Trends when Brands Stop. Broad-Reach Advertising for Long Periods, Nicole Hartnett and others. JOURNAL OF ADVERTISING RESEARCH, June 2021 | ||||||||
| 21 | Creativity in Advertising: When It Works and When It Doesn’t. Werner Reinartz and Peter Saffert. Harward Business Review, 2013 June issue. | ||||||||
| Additional Reading | |||||||||
| 1 | Centrālie statistikas biroji: www.stat.ee, www.csb.lv, www.std.lt | ||||||||
| 2 | Statista.com | ||||||||
| 3 | Latvijas reklāmas asociācija: www.lra.lv | ||||||||
| 4 | Eiropas komunikācijas aģentūru asociācija: eaca.eu | ||||||||
| 5 | Eiropas reklāmas standartu alianse: www.easa-alliance.org | ||||||||
| 6 | Eiropas tirgus pētījumu sabiedrība: www.esomar.org | ||||||||
| 7 | Eiropas TV reklāmas grupa: www.egta.com | ||||||||
| 8 | The Institute of Practitioners in Advertising, https://ipa.co.uk/ | ||||||||
| 9 | https://www.adweek.com/ | ||||||||
| 10 | Leta: http://www.nozare.lv/nozares/media/ | ||||||||
| 11 | Likumi: http://www.likumi.lv | ||||||||
| 12 | Radošās izcilības festivāls ADWARDS: https://www.adwards.lv/ | ||||||||
| 13 | Portāls Marketing Week. https://www.marketingweek.com/ | ||||||||
| 14 | Radošuma izcilības festivāls Cannes Lions: https://www.canneslions.com/ | ||||||||
| 15 | Reklāmas efektivitātes konkurss. https://www.effie-europe.com/ | ||||||||
| 16 | Association of National Advertisers https://www.ana.net/ | ||||||||
| 17 | Starptautiskā reklāmas asociācija: www.iaaglobal.org | ||||||||
| 18 | LATVIAN ART DIRECTORS CLUB: https://ladc.lv/ | ||||||||
