2026/2027
Цифровые и традиционные каналы международной рекламы
Статус:
Маго-лего
Кто читает:
Школа инноватики и предпринимательства
Где читается:
Школа инноватики и предпринимательства
Охват аудитории:
для своего кампуса
Язык:
русский
Кредиты:
3
Контактные часы:
32
Программа дисциплины
Аннотация
This course will be of interest to anyone who is planning to work for a multinational company, launching, expanding and managing products and planning developing advertising. The course will also be of interest for those who plan to work not on the client side, but on the agency side, in the advertising agency. A comprehensive survey of basic principles and practices of advertising that emphasizes creative/media strategy decision processes and approaches to access performance of advertising campaign. Prerequisites: International Marketing, International Marketing Strategies, International Business Research.
Цель освоения дисциплины
- 1. Planning and developing advertising 2. Prepare and advertising development brief for advertising agency 3. Analyze and access economic impact of advertising. 4. Perform audience targeting 5. Do basic marketing and advertising planning 6. Access optimal mix of media for and advertising campaign 7. Analyze and access economic impact of advertising
- 1. Planning and developing advertising 2. Prepare and advertising development brief for advertising agency 3. Analyze and access economic impact of advertising. 4. Perform audience targeting 5. Do basic marketing and advertising planning 6. Access optimal mix of media for and advertising campaign 7. Analyze and access economic impact of advertising
Планируемые результаты обучения
- get an idea bout the course and the definition of advertising
- get an insight on media planning
- learn about the communication process in advertising
- learn about the media channels and their role in advertising
- learn about the role of advertising and perspectives on consumer behavior
- learn how to implement and evaluate a creative strategy
- learn regulations of advertising
- learn the whole course on traditional and digital channels of advertising
- learn to measure the effectiveness of the promotional program
Содержание учебной дисциплины
- Course overview and logistics
- Perspectives on Consumer Behavior and role of Advertising
- The Communication Process
- Media channels and their role
- Media Planning
- Creative Strategy: Planning & Development
- Creative Strategy: Implementation & Evaluation
- Developing advertising for traditional media
- Developing advertising for Internet
- Measuring the Effectiveness of the Promotional Program
- Regulation of Advertising and Promotion
- Putting it all together: final team projects presentations
Промежуточная аттестация
- 2026/2027 4th module0.25 * final quiz + 0.25 * mid-term quiz + 0.4 * team project + 0.1 * course participation
Список литературы
Рекомендуемая основная литература
- Belch, G. E., & Belch, M. A. (2012). Advertising and promotion : #an #integrated marketing communications perspective. Irwin.
Рекомендуемая дополнительная литература
- Judith N. Martin, Thomas K. Nakayama, & Martin Judith N. (n.d.). Intercultural Communication in Contexts Fifth Edition. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.F78FCA95