Basics of the Organisation and Management of International Advertising (SBUEK_080)
About Study Course
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.
Prerequisites
International marketing.
Learning outcomes
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.
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.
Students are able to describe the structure of international advertising and the specifics of global advertising campaigns.
