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Basics of Media Planning
Study Course Description
Course Description Statuss:Approved
Course Description Version:5.00
Study Course Accepted:02.02.2024 12:25:20
| Study Course Information | |||||||||
| Course Code: | KSK_160 | 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 basics of media planning and its meaning in the efficiency of advertising campaigns. By listening to lectures and participating in seminar classes, as well as studying theoretical readings (the most important book texts are highlighted, as well as internet addresses are provided), students will familiarise themselves with the development of strategies and tactics of media communication; terms used in media planning; research of media audiences and possibilities of its effective use. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Introduction to the study course topic. | Lectures | 1.00 | auditorium | |||||
| 2 | Nature of media planning of advertising campaigns, its modern development processes. Place and role of media planning in successful operations of an organisation (institution, company). Peculiarities of media planning depending on communication goals and tasks. | Lectures | 5.00 | auditorium | |||||
| 3 | Use and analysis of uses of media planning in multimedia communication. Analysis and provision of valuable recommendations on how to solve matters related to media planning more successfully. | Classes | 4.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Introduction to the study course topic. | Lectures | 1.00 | auditorium | |||||
| 2 | Nature of media planning of advertising campaigns, its modern development processes. Place and role of media planning in successful operations of an organisation (institution, company). Peculiarities of media planning depending on communication goals and tasks. | Lectures | 4.00 | auditorium | |||||
| 3 | Use and analysis of uses of media planning in multimedia communication. Analysis and provision of valuable recommendations on how to solve matters related to media planning more successfully. | Classes | 3.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | During the semester the student reads recommended readings and internet sources, listens to lectures and actively cooperates during lectures and seminars. During the semester the student should read at least two books on media planning matters from the list of readings of the study course, and should try to keep track of news in the field of media planning by familiarising themselves with information on the internet, in databases of scientific publications – EBSCO, Emerald, SAGE, etc. Students should share the existing and obtained knowledge among themselves during lectures, during discussions outside lectures, thus developing their own and joint knowledge about media planning matters. In order to develop analytical and critical skills, the student should track and analyse indicators of the Latvian media sector on a regular basis. Information can be found in traditional media, on the internet on www.tns.lv, www.lra.lv, www.gemius.lv, etc., as well as on pages of the largest Latvian companies. The student should also track advertising and media planning trends in Latvian and foreign media (press, TV, radio, internet, etc.). At the beginning of each class the student should participate in discussion of latest news – discussion of news in media planning. Within the scope of the course on basics of media planning the student should conduct a research or develop a project plan related to media planning, as well as present it to the audience. The research or project plan may be developed individually or using a team work method (2–3–4 students per group), having previously agreed on the topic with the university lecturer of the study course. The student should orient themselves in theoretical guidelines of media planning and in literature (periodicals, books) related to independent work (research, project plan) in Latvian and also foreign languages, paying particular attention to works in English. The student should be able to accumulate progressive knowledge on work and studies, as well as to creatively develop and lead cooperation projects related to media planning. | ||||||||
| Assessment Criteria: | Seminar written works – summaries; group works – development and presentations of advertising projects; independent studies and activity in exchange of information, insights during classes; examination. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | As a result of successful mastering of the study course students: • Will tell about the nature of media planning of advertising campaigns, its modern development processes. • Will characterise the place and role of media planning in successful operations of an organisation (institution, company). • Will evaluate peculiarities of media planning depending on communication goals and tasks. • Will use and analyse uses of media planning in multimedia communication. • Will analyse and provide valuable recommendations on how to solve matters related to media planning more successfully. | ||||||||
| Skills: | As a result of successful mastering the study course students obtain: • Skills to create media planning projects. • Skills to analyse the quality of media and advertising. • Skills to analyse efficiency of media and advertising. • Skill to solve matters related to media planning and advertising. • Skills to use course knowledge to promote competence and competitiveness on the labour market. • Critical analytical skills in evaluation of media planning projects. | ||||||||
| Competencies: | As a result of successful mastering the study course students obtain the following competences: • Ability to evaluate the reality using available information for the creation of media planning projects. • Responsibility for the quality of collected and provided information, value and compliance of sources of information. • Critical attitude to the content, form and way of presentation of media planning projects of advertising campaigns. • Self-critical attitude to the value of information included in media planning projects and compliance of the information provided to the target audience with its needs. • Responsible, knowledge-based use of technologies in the process of creation of media planning projects. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Shimp, Integrated Marketing Communication in Advertising and Promotion, 8ed, 2010, US, p.668. | ||||||||
| 2 | O’Guinn, Allen, Semenik, Advertising & Integrated Brand Promotion, 5ed, 2010, US, p.726. | ||||||||
| 3 | J.Thomas Russell, Ronald Lane, Kleppner’s Advertising Procedure, 15th edition 2002, p.4-9, 23-27, 677, USA (www.prenhall.com/myphlip) | ||||||||
| 4 | Frank Jefkins, Daniel Yadin, Advertising, 4th edition, 2000, p.4-14, 24, 370-371. | ||||||||
| 5 | Kenneth E.Clow, Donald Baack, Integrated Advertising, Promotion, & Marketing Communications, 2002, p.12, 260. (www.prenhall.com/clow) | ||||||||
| 6 | Gerard J.Tellis, Advertising and Sales promotion strategy,1998, p.18, 31,-32, 437. | ||||||||
| 7 | Rajeev Batra, John G.Mayers, David A.Aker, Advertising Management, 5th edition,1996, p.34, 39, 41-42, 46, 104. | ||||||||
| 8 | Reklāma 2005/06, izdevējs firma „Latvijas Tālrunis”, 2005.g., 3.- 312.lpp. | ||||||||
| 9 | Harijs Kārters. Efektīva reklāma. Jumava, 1993. 11-18.lpp. | ||||||||
| 10 | Valērijs Praude, Jakovs Beļčikovs, Mārketings, 1999, lpp.480-483; 508 | ||||||||
| 11 | Paul W. Farris, John A. Quelch, Advertising & Promotion management, 1987, p.285 | ||||||||
| 12 | Jim Surmanek, Media planning, 1992, p.22-25, 110-111, 130-131. | ||||||||
| 13 | Surmanek, J., Media planning, 2006, p.2-165 | ||||||||
| 14 | Hārts Dž, Dausta B. Panākumu plāns: e-mārketings. – Rīga: Lietišķās informācijas dienests, 2007- 314 lpp. | ||||||||
| 15 | Ryan D., Jones C., Understanding Digital marketing, 2nd ed. Kogan page, 2012, p.281 | ||||||||
| 16 | Shimp T.A., Andrews J.C., Integrated Marketing Communications in Advertising and Promotion, Cengage South-Western, 2013 - 688 p. | ||||||||
| 17 | Каплунов Д., «Копирайтинг массового поражения, Правообладатель: Питер, Дата выхода: 2011 Объем: 230 стр., 14 иллюстраций, ISBN: 978-5-459-00680-3 | ||||||||
| 18 | Парабеллум А., Мрочковский Н., Бернадский С. 42 секрета эффективной рекламы. Управление потребителем, Издательство: Питер, 2013 г , 176 стр. | ||||||||
| Other Information Sources | |||||||||
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