.
Basics of the Organisation and Management of International Advertising
Study Course Description
Course Description Statuss:Approved
Course Description Version:4.00
Study Course Accepted:02.02.2024 12:29:15
| Study Course Information | |||||||||
| Course Code: | SBUEK_080 | 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: | International marketing. | ||||||||
| Objective: | To provide theoretical and practical knowledge of the role and tasks of advertising and international advertising in marketing as well as the specifics of an international advertising organisation. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | The role of advertising in the international business | Lectures | 1.00 | auditorium | |||||
| 2 | Creation of advertising basics | Lectures | 1.00 | auditorium | |||||
| 3 | Ideas, assumptions and stereotypes about brand | Classes | 1.00 | auditorium | |||||
| 4 | Group presentations for the selected brand | Classes | 1.00 | auditorium | |||||
| 5 | Ad tools and ways | Lectures | 1.00 | auditorium | |||||
| 6 | Choosing ad types and distribution channels | Classes | 1.00 | auditorium | |||||
| 7 | Distribution channels: their types and applications in the context of an existing market | Lectures | 1.00 | auditorium | |||||
| 8 | Group presentations about work status | Classes | 4.00 | auditorium | |||||
| 9 | Measuring your ad and results analysis | Lectures | 1.00 | auditorium | |||||
| 10 | Building an international brand advertising strategy | Lectures | 1.00 | auditorium | |||||
| 11 | Planning of advertising, resources, and costs | Lectures | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | The role of advertising in the international business | Lectures | 1.00 | auditorium | |||||
| 2 | Creation of advertising basics | Lectures | 1.00 | auditorium | |||||
| 3 | Ideas, assumptions and stereotypes about brand | Classes | 1.00 | auditorium | |||||
| 4 | Group presentations for the selected brand | Classes | 1.00 | auditorium | |||||
| 5 | Ad tools and ways | Lectures | 1.00 | auditorium | |||||
| 8 | Group presentations about work status | Classes | 2.00 | auditorium | |||||
| 9 | Measuring your ad and results analysis | Lectures | 1.00 | auditorium | |||||
| 11 | Planning of advertising, resources, and costs | Lectures | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | The aim of the independent learning is to analyse in depth one of the issues studied in the course from the theoretical and practical point of view (mandatory condition, since each part constitutes 50% of the assessment), based on the material acquired during lectures and seminars. It is also desirable to reflect the student’s personal opinion on the results of the research in this paper. The paper must be structured and organised in a logical order according to the chosen topic. | ||||||||
| Assessment Criteria: | Final grade (using 10-point grading system) constituted, based on the following assessments: • attendance of lectures and seminars (5%); • activity and quality of answers in seminars (15%); • grades for the summaries prepared on 6 lecture topics and 4 seminars (25%); • independent work (25%); • exam (30%). | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | Understanding the role of advertising in a historical perspective and knowledge of advertising as a specific type of information. Understanding the nature and tasks of advertising and the role of advertising in the marketing system. | ||||||||
| Skills: | Ability to describe types of advertising and their applicability. Ability to define the stages of an advertising campaign and planning thereof, and evaluate the effectiveness of an advertisement. | ||||||||
| Competencies: | Students are able to describe the structure of international advertising and the specifics of global advertising campaigns. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Belch G.E., Belch M.A. Advertising and Promotion: An integrated marketing communications perspective. Mc Graw Hill, 2007. | ||||||||
| 2 | Lane R., King K., Reichert T. Kleppner's Advertising Procedure. 18th Ed; Prentice Hall, 2011. | ||||||||
| 3 | Ozuem W.F. Conceptualising Marketing Communication in the New Marketing Paradigm, Universal Publishers, 2004. | ||||||||
| 4 | De Pelsmacker P., Geuens M., Van den Bergh J. Marketing Communications: A European Perspective. Prentice Hall, 2007. | ||||||||
| Additional Reading | |||||||||
| 1 | Muhlbacher H., Leihs H. and Dahringer L. International Marketing: A Global Perspective. Thomson Learning, 2006. | ||||||||
| 2 | Fill, Chris, Simply marketing communications / Chris Fill. Harlow : FT Prentice Hall, c2006. xxiii, 410 pp. : il. | ||||||||
| 3 | Shimp, Terence A. Advertising, promotion, and other aspects of integrated marketing communications / Terence A. Shimp. 8th ed. Mason, Ohio : South-Western Cengage Learning, 2009, c2010. xx, 668 lpp. : il., tab., diagr. ; 29 cm. | ||||||||
| Other Information Sources | |||||||||
| 1 | Skulme R., Praude V. Online Marketing Tools Usefulness in Managing Customer Purchase Decision Process. International Scientific Conference „New Challanges of Economic and Business Development – 2014”: Riga, Latvia. 08.-10.05.2014. | ||||||||
| 2 | International Journal of Integrated Marketing Communications. | ||||||||
| 3 | Journal of Integrated Marketing Communications. | ||||||||
