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Магистратура 2020/2021

Цифровые и традиционные каналы международной рекламы

Статус: Курс по выбору (Международный бизнес)
Направление: 38.04.02. Менеджмент
Кто читает: Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"
Когда читается: 2-й курс, 1, 2 модуль
Формат изучения: без онлайн-курса
Охват аудитории: для своего кампуса
Прогр. обучения: Международный бизнес
Язык: английский
Кредиты: 4

Course Syllabus

Abstract

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.
Learning Objectives

Learning Objectives

  • 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
Expected Learning Outcomes

Expected Learning Outcomes

  • get an idea bout the course and the definition of advertising
  • learn about the role of advertising and perspectives on consumer behavior
  • learn about the communication process in advertising
  • learn about the media channels and their role in advertising
  • get an insight on media planning
  • learn how to implement and evaluate a creative strategy
  • learn to measure the effectiveness of the promotional program
  • learn regulations of advertising
  • learn the whole course on traditional and digital channels of advertising
Course Contents

Course Contents

  • 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
Assessment Elements

Assessment Elements

  • non-blocking Course participation
  • non-blocking Mid-term quiz
  • non-blocking Final quiz
  • non-blocking Team project
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.1 * Course participation + 0.25 * Final quiz + 0.25 * Mid-term quiz + 0.4 * Team project
Bibliography

Bibliography

Recommended Core Bibliography

  • Belch, G. E., & Belch, M. A. (2012). Advertising and promotion : #an #integrated marketing communications perspective. Irwin.

Recommended Additional Bibliography

  • 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