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Магистерская программа «Международный бизнес»

International Advertising

2019/2020
Учебный год
ENG
Обучение ведется на английском языке
4
Кредиты
Кто читает:
Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"
Статус:
Курс по выбору
Когда читается:
2-й курс, 1, 2 модуль

Преподаватель

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

  • Planning and developing advertising
  • Prepare and advertising development brief for advertising agency
  • Analyze and access economic impact of advertising.
  • Perform audience targeting
  • Do basic marketing and advertising planning
  • Access optimal mix of media for and advertising campaign
  • 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 to plan and develop a creative strategy
  • learn how to implement and evaluate a creative strategy
  • show what students have learned throughout the course through final team projects presentations
  • learn to measure the effectiveness of the promotional program
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 Team projects presentation
  • non-blocking Mid-term quiz
  • non-blocking final quiz
  • non-blocking Course participation
Interim Assessment

Interim Assessment

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

Bibliography

Recommended Core 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
  • Radakovic, K. (2014). Advertising and Promotion: An Integrated Marketing Communications Perspective. Economic Horizons / Ekonomski Horizonti, 16(3), 257–259. https://doi.org/10.5937/ekonhor1403265R

Recommended Additional Bibliography

  • Principles of Advertising : A Global Perspective, Second Edition Lee, Monle; Johnson, Carla Routledge 2005 ISBN: ISBN number:9780789022998, ISBN number:9781136419324