Advertising Management

Major: Marketing
Code of subject: 7.075.01.O.025
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Nazar Hlynskyy
Semester: 1 семестр
Mode of study: денна
Learning outcomes: To know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing. Plan and conduct their own 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, marketing projects in state and foreign languages. Be able to increase the effectiveness of a marketing activities of market entity at different levels of management, develop projects in the field of marketing and manage them. To use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, 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. Form a marketing system of interaction, build long-term mutually beneficial relationships with other market participants. Know and understand the importance of social responsibility for decisions, observe moral and cultural values. Integrate and apply the methodology and tools of communicative influence on the target audience in order to achieve a given result. Clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students. Making decisions in difficult and unpredictable conditions, which requires the application of new approaches and forecasting. Responsibility for developing professional knowledge and practices, assessing strategic development of the team. Ability to further study that is largely autonomous and independent.
Required prior and related subjects: prerequisites: Social responsibility in marketing co-requisites: Master’s Thesis Internship; Master’s Thesis Preparation; Master’s Thesis Defence
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. Choice of means of dissemination of advertising information (media planning). Merchandising. Corporate advertising as a form of company image creation. Advertising research. Determination of the effectiveness of the advertising campaign and control of its results.
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning; extramural form of education – the implementation of practical tasks, the implementation and protection of test work. Final control (70%, exam): written component – 55%, oral component – 15%.
Recommended books: 1. Балабанова Л.В., Юзик Л. Рекламний менеджмент: підручник. – К.: ЦУЛ, 2013. – 392 с. 2. Закон України «Про рекламу» [Електронний ресурс]. – Режим доступу: http://zakon1.rada.gov.ua/laws/show 3. Власов П. Психология в рекламе. – Харків: 2017. – 376 с. 4. Міжнародний кодекс рекламної практики [Електронний ресурс]. – Режим доступу: http://zakon1.rada.gov.ua/laws/show. 5. Рекламний менеджмент: теорія і практика. / Т.Г. Діброва, С.О. Солнцев, К.В. Бажеріна. – Київ: КПІ ім. Ігоря Сікорського. 2018. – 300 с. 6. Geskey R. D. Media Planning & Buying In the 21st Century. – Scotts Valley: Create Space Independent Publishing Platform, 2014. – 686 p. 7. Young M. Ogilvy on Advertising in the Digital Age. – Bloomsbury: Bloomsbury, 2018. – 534 p.

Advertising Management (курсовий проєкт)

Major: Marketing
Code of subject: 7.075.01.O.026
Credits: 3.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Nazar Hlynskyy
Semester: 1 семестр
Mode of study: денна
Learning outcomes: To know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing. Plan and conduct their own 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, marketing projects in state and foreign languages. Be able to increase the effectiveness of a marketing activities of market entity at different levels of management, develop projects in the field of marketing and manage them. To use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Form a marketing system of interaction, build long-term mutually beneficial relationships with other market participants. Collect the necessary data from various sources, process and analyze their results using modern methods, and specialized software. Know and understand the importance of social responsibility for decisions, observe moral and cultural values. Integrate and apply the methodology and tools of communicative influence on the target audience in order to achieve a given result. Be able to determine the target audience of promotion activities, to form and implement media campaigns on the principles of omnichannel, to determine their intermediate and final results. Clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students. Making decisions in difficult and unpredictable conditions, which requires the application of new approaches and forecasting. Ability to further study that is largely autonomous and independent.
Required prior and related subjects: prerequisites: Advertising Management co-requisites: Master’s Thesis Internship; Master’s Thesis Preparation; Master’s Thesis Defence
Summary of the subject: Introduction. 1. Analysis of the marketing situation. 2. Determination of the target audience and development of the product concept. 3. Selection of means of advertising distribution. 4. Creation of an advertising appeal. 5. Drawing up the advertising campaign schedule and determining the advertising budget. Conclusions. References.
Assessment methods and criteria: Final control (100%, differentiated test): completion and defence of the course project.
Recommended books: 1. Глинський Н.Ю. Електронний навчально-методичний комплекс «Рекламний менеджмент» / Н.Ю. Глинський, Л.А. Мороз [Електронний ресурс]. – Режим доступу: http://vns.lp.edu.ua/course/view.php?id=11392. 2. Балабанова Л.В., Юзик Л. Рекламний менеджмент: підручник. – К.: ЦУЛ, 2013. – 392 с. 3. Закон України «Про рекламу» [Електронний ресурс]. – Режим доступу: http://zakon1.rada.gov.ua/laws/show 4. Власов П. Психология в рекламе. – Харків: 2017. – 376 с. 5. Міжнародний кодекс рекламної практики [Електронний ресурс]. – Режим доступу: http://zakon1.rada.gov.ua/laws/show. 6. Ромат Е.В., Сендеров Д.В. Реклама. – С-Пб: «Питер», 2017. – 512 с. 7. Рекламний менеджмент: теорія і практика. / Т.Г. Діброва, С.О. Солнцев, К.В. Бажеріна. – Київ: КПІ ім. Ігоря Сікорського. 2018. – 300 с. 8. Geskey R. D. Media Planning & Buying In the 21st Century. – Scotts Valley: Create Space Independent Publishing Platform, 2014. – 686 p. 9. Young M. Ogilvy on Advertising in the Digital Age. – Bloomsbury: Bloomsbury, 2018. – 534 p.