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Media-planning
Major: Marketing
Code of subject: 7.075.01.E.23
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, Associate Professor Nataliia Mashchak
Semester: 2 семестр
Mode of study: денна
Learning outcomes: ? know the content of marketing communications and communication process, its components;
? know the specifics of the functions of new media;
? know the basic concepts, terms and categories of media planning, methods and stages of media plan development;
? consequences of the impact of media technologies on society;
? be able to use the acquired knowledge to build an effective communication process;
? be able to choose the necessary format for building media discourse and analyze it;
? be able to plan, organize and conduct various information and communication companies;
? be able to compile a media plan, conduct media calculations, have a method of determining the intermediate and final results of the media company.
Required prior and related subjects: -
Summary of the subject: Media planning as practical knowledge and educational discipline.
Media planning as communication technology.
Information as a part of media planning.
The media planning phenomenon as constitutive foundation technology of media planning.
The main parameters of media planning.
Principles of planning a media strategy.
The specifics of media planning in various media.
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning;
Final control (70%, exam)
Recommended books: 1. Котлер Ф. Стратегічний маркетинг для навчальних закладів / Ф. Котлер, Ф.А. Фокс Карен. – УАМ.: Вид-во Хімджест, 2011. – 564 с.
2. Крикавський Є.В. Маркетинговий менеджмент: навч. посібник / Є.В. Крикавський, І.О. Дейнега, О.В. Дейнега, І.Ф. Лорві. – Львів: Видавництво Львівської політехніки, 2014. – 380 с.
3. Мороз Л.А. Маркетинг: Підручник / Л.А. Мороз, Н.І. Чухрай; за ред. Л.А. Мороз. – 5-те вид., онов.-Львів: Бухгалтерський центр «Ажур», 2010.-232 с.
4. Бузин В. Н. Медиапланирование. Теория и практика / В. Бузин, Т. Бузина. – М. : Юнити-Дана, 2012. – 495 с.
5. Партико З.В. Теорія масової інформації та комунікації: Навчальний посібник. – Львів: Афіша, 2008.
6. Ромат Є.В. Основи реклами: Навч. пос. - К .: Студцентр, 2006. - 864 с.
7. Kotler P., Kartajaya H., Setiawan I. (2017). Marketing 4.0: Moving from Traditional to Digital Marketing. New York, United States.
8. Sissors J., Baron B. (2010). Advertising Media Planning. McGraw Hill Publishsing.
9. Щепилов К.В. Медиаисследования и медиапланирование / К.В. Щепилов. – М.: «РИП-холдинг», 2005. – 800 с.