.
International Advertising
Study Course Description
Course Description Statuss:Approved
Course Description Version:4.00
Study Course Accepted:02.02.2024 12:30:59
| Study Course Information | |||||||||
| Course Code: | SBUEK_199 | LQF level: | Level 7 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Management | Target Audience: | Business Management; Management Science; Marketing and Advertising | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Santa Bormane | ||||||||
| 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) | 4 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 8 | ||||
| Classes (count) | 2 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 4 | ||||
| Total Contact Hours | 12 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Marketing, International Marketing, E-Marketing Strategies, Management Theory. | ||||||||
| 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. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Role of advertising in integrated marketing communication in the context of global market. | Lectures | 1.00 | auditorium | |||||
| 2 | Importance of advertising in the concept and processes of international marketing. | Lectures | 1.00 | auditorium | |||||
| 3 | Aims, functions and processes of advertising and classification of types. | Lectures | 1.00 | auditorium | |||||
| Classes | 2.00 | auditorium | |||||||
| 4 | Advertising message, levels of action and impact on consumer behaviour. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 5 | Types of international advertising strategies and factors influencing their choice of efficiency. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 6 | International advertising research and theoretical and practical aspects of its development. | Lectures | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Role of advertising in integrated marketing communication in the context of global market. | Lectures | 1.00 | auditorium | |||||
| 2 | Importance of advertising in the concept and processes of international marketing. | Lectures | 1.00 | auditorium | |||||
| 3 | Aims, functions and processes of advertising and classification of types. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 5 | Types of international advertising strategies and factors influencing their choice of efficiency. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| Assessment | |||||||||
| Unaided 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. | ||||||||
| Assessment Criteria: | Active participation in practical classes (20%) Individual project (30%) Examination (50%) | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | 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: | 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. | ||||||||
| Competencies: | Students will be able to organise the advertising process in the company, as well as to develop a marketing strategy. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| 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. | ||||||||
