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Development of Advertisement Design
Study Course Description
Course Description Statuss:Approved
Course Description Version:5.00
Study Course Accepted:02.02.2024 12:30:09
| Study Course Information | |||||||||
| Course Code: | SBUEK_058 | LQF level: | Level 6 | ||||||
| Credit Points: | 3.00 | ECTS: | 4.50 | ||||||
| Branch of Science: | Management; Business Management | Target Audience: | Marketing and Advertising | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Kristīne Blumfelde-Rutka | ||||||||
| 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) | 7 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 14 | ||||
| Classes (count) | 7 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 14 | ||||
| Total Contact Hours | 28 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 18 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Knowledge of marketing, advertising management is required. | ||||||||
| Objective: | To acquaint students with the process of creating an advertisement in an advertising agency and to provide practical skills in creating and assessing various types of advertising. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Work organization at an advertising agency: how does it work? Examples of structures of different agencies, operation of different departments. Trends in the development of advertising agencies and cooperation with clients. | Lectures | 2.00 | auditorium | |||||
| 2 | What is advertising? Different aspects of perceiving advertising. Analysis of good and bad advertising examples. Marketing and communication objectives. | Lectures | 1.00 | auditorium | |||||
| 3 | Basic principles of creating a good advertisement: strategy. Idea. Performance. Practical assignment for students – description of a strategy, idea and performance in advertising. | Lectures | 1.00 | auditorium | |||||
| 4 | Marketing and communication objectives. | Lectures | 1.00 | auditorium | |||||
| 5 | Basic principles of creating a good advertisement. | Lectures | 1.00 | auditorium | |||||
| 6 | The importance of a good strategy in the advertisement creation process. | Classes | 1.00 | auditorium | |||||
| 7 | Communication planning – classical approach and latest trends. Various communication channels. Creativity in media. | Classes | 1.00 | auditorium | |||||
| 8 | Communication planning – classical approach and latest trends. | Lectures | 1.00 | auditorium | |||||
| 9 | Customer perception of advertising. | Classes | 1.00 | auditorium | |||||
| 10 | Analysis of various advertisements and creating a creative brief. Message of advertising. | Classes | 2.00 | auditorium | |||||
| 11 | How to get to creative advertising? | Classes | 1.00 | auditorium | |||||
| 12 | Creativity. Sources and methods of creativity. How to get to creative advertising? Application of different creativity methods. | Classes | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Work organization at an advertising agency: how does it work? Examples of structures of different agencies, operation of different departments. Trends in the development of advertising agencies and cooperation with clients. | Lectures | 1.00 | auditorium | |||||
| 2 | What is advertising? Different aspects of perceiving advertising. Analysis of good and bad advertising examples. Marketing and communication objectives. | Lectures | 1.00 | auditorium | |||||
| 3 | Basic principles of creating a good advertisement: strategy. Idea. Performance. Practical assignment for students – description of a strategy, idea and performance in advertising. | Lectures | 1.00 | auditorium | |||||
| 4 | Marketing and communication objectives. | Lectures | 1.00 | auditorium | |||||
| 5 | Basic principles of creating a good advertisement. | Lectures | 1.00 | auditorium | |||||
| 6 | The importance of a good strategy in the advertisement creation process. | Classes | 1.00 | auditorium | |||||
| 7 | Communication planning – classical approach and latest trends. Various communication channels. Creativity in media. | Classes | 1.00 | auditorium | |||||
| 9 | Customer perception of advertising. | Classes | 1.00 | auditorium | |||||
| 10 | Analysis of various advertisements and creating a creative brief. Message of advertising. | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Participation in lectures and seminars, individual work – a report. | ||||||||
| Assessment Criteria: | Accumulated grade and exam. Final grade: (using 10-point grading system) constituted, based on the following assessments: • attendance of lectures and seminars (10%); • activity and quality of answers in seminars (10%); • grades for the 8 summaries prepared (20%); • independent work (30%); • exam (30%). | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | Understanding of the work of an advertising agency and organisation thereof. Understanding of the advertisement planning process – basic principles of strategic work, importance of the idea. Understanding of the aspects of assessing and creating a good advertisement. | ||||||||
| Skills: | Ability to create an advertising brief – assignment for the creative team. Ability to apply creative incentive methods in developing advertising solutions. | ||||||||
| Competencies: | Knowledge of visual advertising layout principles. Understanding of communication planning. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Barry, Pete 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] 320p. | ||||||||
| 2 | Advertising as culture / edited by Chris Wharton. Bristol, UK; Chicago, USA: Intellect, 2013. vi, 229p. | ||||||||
| 3 | Clow, Kenneth E. Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack. 4th ed., global ed. Upper Saddle River [etc.]: Pearson Prentice Hall, c2010. 478p. | ||||||||
| 4 | Iezzi, Teressa The idea writers: copywriting in a new media and marketing era / Teressa Iezzi. 1st edition. New York: Palgrave Macmillan, c2010. 213p. | ||||||||
| 5 | Bergström, Bo, Vizuālā komunikācija / Bū Bergstrems; [no angļu valodas tulkojušas Vita Holma un Renāte Kārkliņa]. [Rīga]: Jāņa Rozes apgāds, [2009] 240p. | ||||||||
| Additional Reading | |||||||||
| 1 | Latvijas un ārzemju reklāmas nozares statistisko rādītāju izpēte un analīze. | ||||||||
