Advertising Management

Major: Marketing
Code of subject: 7.075.01.O.3
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Doctor of Science in Economics, docent Olena Bochko PhD, docent Nazar Hlynskyy
Semester: 1 семестр
Mode of study: денна
Learning outcomes: As the studies results, a student has: - Know and be able to apply modern principles, theories, methods, and practical marketing techniques. - Plan and conduct their research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. - Present and discuss the results of scientific and applied research, and marketing projects in state and foreign languages. - Be able to increase the effectiveness of marketing activities of the market entity at different levels of government, develop projects in the field of marketing and manage them. - Use methods of interpersonal communication in solving collective problems, negotiations, scientific discussions in the field of marketing - To substantiate marketing decisions at the level of the market subject with the use of modern management principles, approaches, methods, and techniques. - Manage the marketing activities of the market entity, as well as its divisions, groups and networks, determine the criteria and indicators of its evaluation - To form a marketing system of interaction, to build long-term mutually beneficial relations with other market participants. - Know and understand the importance of social responsibility for decisions, and adhere to moral and cultural values. - Be able to determine the target audience of promotion activities, form and implement media campaigns on the principles of omnichannel, and determine their intermediate and final results. - Generate information input and output streams using the Internet. - Clear and unambiguous communication of one's own conclusions, as well as knowledge and explanations that substantiate them, to specialists and non-specialists, particularly students. - Making decisions in complex and unpredictable conditions requires the application of new approaches and forecasting. - Responsibility for the development of professional knowledge and practices, assessment of strategic development of the team - Ability to further study, which is largely autonomous and independent.
Required prior and related subjects: co-requisites: Advertising Management (course project) Strategic Management
Summary of the subject: The essence of advertising management. The evolution of advertising. Typology of advertising. Organization of advertising activity. Psychological basics of advertising management. Advertising creativity. Characteristic of mediachannels. Mediaplanning. Merchandising. Corporate advertising as a form of company image creation. Advertising research.
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning; Final control (70%, exam): tests (70%).
Recommended books: 1. Young M. Ogilvy on Advertising in the Digital Age. – Bloomsbury: Bloomsbury, 2018. – 534 p. 2. Балабанова Л.В. Рекламний менеджмент: підручник. – К.: ЦУЛ, 2013. – 392 с. 3. Закон України «Про рекламу». - http://zakon1.rada.gov.ua/laws/show 4. Лук’янець Т.І. Рекламний менеджмент. – К.: КНЕУ, 2003. – 276 с. 5. Мокшанцев Р.И. Психология рекламы. – М.: 2000. – 230 с. 6. Международный кодекс рекламной практики: http://zakon1.rada.gov.ua/laws/show. 7. Ромат Е.В., Сендеров Д.В. Реклама. – С-Пб: „Питер”, 2013. – 512 с. 8. Рекламний менеджмент: теорія і практика. / Т. Г. Діброва, С. О. Солнцев, К. В. Бажеріна. – Київ: КПІ ім. Ігоря Сікорського. 2018. – 300 с.

Advertising Management (курсовий проект)

Major: Marketing
Code of subject: 7.075.01.O.6
Credits: 3.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Liudmyla Moroz PhD, Assoc. Prof. Nazar Hlynskyy
Semester: 1 семестр
Mode of study: денна
Learning outcomes: As the studies results, a student has: As a result of studying the module, the student must: - Know and be able to apply modern principles, theories, methods, and practical marketing techniques. - Plan and conduct their research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. - Present and discuss the results of scientific and applied research, and marketing projects in state and foreign languages. - Be able to increase the effectiveness of marketing activities of the market entity at different levels of government, develop projects in the field of marketing and manage them. - Use methods of interpersonal communication in solving collective problems, negotiations, scientific discussions in the field of marketing - To substantiate marketing decisions at the level of the market subject with the use of modern management principles, approaches, methods, and techniques. - To form a marketing system of interaction, to build long-term mutually beneficial relations with other market participants. - Know and understand the importance of social responsibility for decisions, and adhere to moral and cultural values. - Be able to determine the target audience of promotion activities, form and implement media campaigns on the principles of omnichannel, and determine their intermediate and final results. - Generate information input and output streams using the Internet. - Clear and unambiguous communication of one's own conclusions, as well as knowledge and explanations that substantiate them, to specialists and non-specialists, particularly students. - Making decisions in complex and unpredictable conditions requires the application of new approaches and forecasting. - Responsibility for the development of professional knowledge and practices, assessment of strategic development of the team - Ability to further study, which is largely autonomous and independent.
Required prior and related subjects: co-requisites: Advertising Management
Summary of the subject: Theoretical bases of advertisement management. Essence, tasks and functions of advertisement. Classification signs of advertisement. A legislative base of advertisement activity is in Ukraine. Organization of advertisement activity is on an enterprise. Analysis of marketing situation. Planning of advertisement activity is on an enterprise. General and marketing description of enterprise. Description of commodity (to activity) and determination of aims of future advertisement company. Determination of target audience and development of conception of suggestion. Development of advertisement company and estimation of her efficiency. Choice of facilities of distribution of advertisement. Directions of organization of advertisement activity are on an enterprise, suggestions in relation to the construction of advertisement appeal. Drafting of chart of advertisement campaign, determination of advertisement budget and preliminary estimate of efficiency
Assessment methods and criteria: Final control (100%, differentiated test): completion and defence of the course project.
Recommended books: 1. Young M. Ogilvy on Advertising in the Digital Age. – Bloomsbury: Bloomsbury, 2018. – 534 p. 2. Балабанова Л.В. Рекламний менеджмент: підручник. – К.: ЦУЛ, 2013. – 392 с. 3. Закон України «Про рекламу». - http://zakon1.rada.gov.ua/laws/show 4. Лук’янець Т.І. Рекламний менеджмент. – К.: КНЕУ, 2003. – 276 с. 5. Мокшанцев Р.И. Психология рекламы. – М.: 2000. – 230 с. 6. Международный кодекс рекламной практики: http://zakon1.rada.gov.ua/laws/show. 7. Ромат Е.В., Сендеров Д.В. Реклама. – С-Пб: „Питер”, 2013. – 512 с. 8. Рекламний менеджмент: теорія і практика. / Т. Г. Діброва, С. О. Солнцев, К. В. Бажеріна. – Київ: КПІ ім. Ігоря Сікорського. 2018. – 300 с.