Media-planning

Major: Marketing
Code of subject: 7.075.01.E.027
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. prof. Nataliia Mashchak, sen. lect. Dmytro Donets
Semester: 2 семестр
Mode of study: денна
Learning outcomes: PLO 2. To be able to adapt and apply new achievements in the theory and practice of marketing to achieve specific goals and solve the problems of a market entity. PLO 3. Plan and carry out own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. PLO 8. Use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing PLO 9. Understand the essence and features of the application of marketing tools in the process of making marketing decisions. PLO 10. Justify marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. PLO 14. Form a marketing system of interaction, build long-term mutually beneficial relations with other market subjects. PLO 15. Collect necessary data from various sources, process and analyze their results using modern methods and specialized software. PLOS 2. Be able to determine the target audience of promotional activities, form and implement media campaigns based on omnichannel principles, determine their intermediate and final results. COM1. Clear and unambiguous presentation of one's own conclusions, as well as the knowledge and explanations that justify them, to specialists and non-specialists, in particular, to persons who are studying. COM2. Use of foreign languages in professional activities. A&R2. Responsibility for the development of professional knowledge and practices, assessment of the team's strategic development.
Required prior and related subjects: prerequisites: Social responsibility in marketing Marketing management Strategic marketing financial management Advertising management
Summary of the subject: Advertising as a component of the enterprise's marketing communications system The essence of media planning and its place in the advertising activity of the enterprise Information as the main component of media planning Media planning as a communication technology Mass media market and its characteristics Basic parameters of media planning Concepts and types of audiences in media planning Basic concepts of media strategy of the enterprise Specifics of media planning in different media
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning; Final control (70%, tests)
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. Партико З.В. Теорія масової інформації та комунікації: Навчальний посібник. – Львів: Афіша, 2008. 5. Ромат Є.В. Основи реклами: Навч. пос. - К .: Студцентр, 2006. - 864 с. 6. Traditional to Digital Marketing. New York, United States. 7. Sissors J., Baron B. (2010). Advertising Media Planning. McGraw Hill Publishsing.