VSFS:BA_Adv Advertising - Course Information

BA_Adv Advertising

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Kristina Lenkova, Ph.D. (seminar tutor)

Guaranteed by

Kristina Lenkova, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Timetable of Seminar Groups

BA_Adv/cMCPH: Wed 12:15–12:59 E404, Wed 13:00–13:45 E404, except Wed 9. 10., K. Lenkova
BA_Adv/pMCPH: each even Wednesday 10:30–11:14 E404, each even Wednesday 11:15–12:00 E404, K. Lenkova

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 and the advertising campaigns
  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 - Creative Planning and Campaign execution
  Planning and preparing an advertising campaign - the process of co-operation between the business (the client) & the advertising/creative agency; Types of creative strategy and the company's choice; Types of message strategies and their essence
  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, 10% 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.

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