BA_Adv Advertising

University of Finance and Administration
Winter 2024
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
Kristina Lenkova, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
This course is designed to provide an introduction to the integrated marketing communication (IMC) – its definition, roles, objectives, as well as the possible strategies and tactics for its conduction.
The stress of the course will be on Advertising amongst all the elements on the Marketing Communication mix and their mutual interaction.
Within the course we will try to simulate situations which can be experienced in the real world so that the students to apply their theoretical knowledge from the lectures into practical exercises.
The knowledge should prepare the students for being able to work in the field of Advertising both on the client's or the agency's site.
Learning outcomes

1.To point out the essence of Marketing, Marketing Communication and IMC
2.To explain the logic behind the need of having a successful IMC for the company
3.To explain the process of initiating, creating, executing and measuring the IMC
4.To address the Advertising’s characteristics, the suitable media channels and measurement of this particular element of the IMC
5.To use practical examples which will bring the matter closer to the students and will provide them with a know-how which they can use in their future professional carrier
Syllabus
  • WEEK 1 - Introduction to Advertising
    Course Introduction - students' expectations and course overview
    Definitions of marketing and advertising and the difference between them; Evolution of marketing and advertising; The main types of communication goals and the role and place of Advertising in fulfilling them ; The 5M's elements of advertisement; The clear distinction amongst marketing, advertising and PR
    WEEK 2 - The Role of IMC in the Marketing Process and its Planning Stages
    The communication process framework within the context of the marketing mix; The basic communication information model framework; Setting up the communication goals; The communication strategy - types and phases in its preparation
    WEEK 3 - Brand Creation, (re)Positioning, and Management
    Brand positioning as a pillar into the marketing strategy; The steps of the brand (re)positioning process and the main elements to be considered for building and maintaining a strong brand; Brand Loyalty, Brand Perception and Brand Value Brand Equity and the approaches toward assessing its value Keys to creating a powerful brand; A practical demonstration of implying the brand positioning process in companies' rebranding projects; Types of brand positioning strategies
    WEEK 4 - Preparing the creative concept
    Consideration of the brand positioning in preparing the creative concept; The stages towards the birth of the creative concept; The advertising's role in translating consistently the creative concept to the customers
    WEEK 5 - Partnering with the Advertising Agencies within the Creative Process
    Planning and preparing an advertising campaign - the process of co-operation between the business (the client) & the advertising/creative agency; Preparations and work on company's site - the client's brief; The creative process from the creative agency's point of view; How to build and keep an effective co-operation between the client and the creative agency
    WEEK 6 - Advertising as a Flagship Element of the Marketing Communication Mix
    The essence of traditional advertising and the relevance of its usage; Types of advertising's classification; The main elements of traditional advertising - ATL, BTL,OOH Advertising; Print; Internet banners; Media planning and Broadcast media; Measurement and Evaluation of the tools of Advertising; Evaluation of the creative execution and its effect on fulfilling the communication goals
    WEEK 7 - Measuring and Evaluating the Success of the Advertising Campaign
    The role of market research and types of market research into the process of pre-testing and on-airing the creative concept, as well as, for its final evaluation; Basic measures on evaluating the performance of the main advertising elements of the communication mix and communication channels
    WEEK 8 - The Message Strategy - a Key Milestone in Advertising
    Types of message strategies and options for their usage; sources of the message
    WEEK 9 - Field trip to an Advertising Agency
    WEEK 10 - Global Marketing & Advertising - International and Multicultural Communication
    Assessing the four main groups of factors for influencing the company's decision to go global - economic, demographic, political & cultural; Localized vs Global advertising: review of the 50Y debate; advantages and potential problems for the both approaches; How to overcome the potential, most common problems which may arise in global advertising; The advertising message in global marketing - adapt or standardize it?
    WEEK 11 - Ethics and Regulatory issues in Advertisement
    Marketing tactics of an ethical concern; How to respond to ethical challenges in advertising
    WEEK 12 - Students' Term Project Presentation and Course Wrap up
Literature
    required literature
  • Belch and Belch, Advertising and Promotion, 8th Edition, Mc-Graw Hill
  • CLOW,K.E.BAACK, D.:Integrated Advertising, Promotion and Marketing Communications.Harlow: Pearson Education c2015. ISBN :027375328 (brož.), 9780273753285(brož.)
    recommended literature
  • KOTLER, P., ARMSTRONG, G., Principles of Marketing (14th Edition), 2011, ISBN-13: 978-0-13-216712-3
  • Miles Young, Ogilvy o reklamě v digitálním věku, 2018
  • Marieke de Mooij, Global Marketing and Advertising, Understanding Cultural Paradoxes, 4th Edition
  • Larry D.Kelley, Donald W.Jugenheimer, and Kim BArtel Sheehan, Advertising Media Planning A Brand Management Approach, 4th Edition
Teaching methods
Lectures: PPT presentations in an interactive manner
Seminars: individual and team exercises to engage the students with the taught material on a practical level
Assessment methods
Grading:
The grade will be structured as follows:
10% Class attendance and participation, Team presentation #1, 10% Team presentation #2, 20% Final Term Project Presentation, 50% Final Exam
GRADING SCALE:
A 100-90
B 89-80
C 79-70
D 69-60
E 59-50
F - below 50
Class Attendance & Participation: Student’s physical presence in class at the exercise sessions is compulsory (min. 75%) and the presence at the lectures is highly recommended. Exceptions are allowed only based on school permissions for on-line presence or upon a previous agreement with the instructor. Participation in class is also granted a % of the total grade. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point-of-view with the class.
Deadlines: Communication professionals always meet deadlines that is why late assignments will not be accepted.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
Teacher's information
All subject related study-books are also available in a limited amount in the VŠFS library (12 Vltavská st., Praha 5). Books No. 2, 3, 5, are available in an electronic form.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
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