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Advertising Management
Major: Marketing
Code of subject: 7.075.01.O.002
Credits: 4.00
Department: Marketing and Logistics
Lecturer: DSc(Econ.), Assoc. Prof. Nazar Hlynskyy
Semester: 1 семестр
Mode of study: денна
Завдання: The ability to solve complex tasks and problems in the field of marketing in professional activity or in the learning process, which involves conducting research and/or implementing innovations and is characterized by the uncertainty of conditions and requirements.
Ability to make informed decisions.
Ability to generate new ideas (creativity).
Interpersonal skills.
Ability to search, process and analyze information from various sources.
Ability to constant self-improvement and mastery of modern knowledge.
Ability to logically and consistently reproduce and apply knowledge of the latest theories, methods and practices of marketing.
The ability to apply a creative approach to work by profession.
The ability to diagnose the marketing activity of a market entity, to carry out marketing analysis and forecasting.
The ability to carry out theoretical and applied research in the field of marketing at the proper level.
The ability to apply an omnichannel approach to the organization of the company's marketing activities.
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.
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.
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: Social Responsibility of Business; Advertising Management (course project); Project Management; Media-planning.
Summary of the subject: Teaching the discipline involves providing students with knowledge of the theoretical foundations and practical skills in managing the advertising process - from determining the need for advertising to creating an advertising product and evaluating the effectiveness of an advertising campaign.
Опис: 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: Methods of monitoring the student's knowledge and skills when studying the discipline include: 1. Current control of the student's work: assessment of student knowledge in practical classes (oral survey in practical classes, assessment of task performance and problem solving during class, assessment of participation in discussions, summarizing on issues considered at the practical session). 2. Examination control: assessment of students' knowledge on the exam, which includes a written and oral component. Written component: tasks of the 1st level - tests; the task of the 2nd level is to reveal the meaning of the concept, give a definition, establish its characteristic features; the 3rd level task is to solve problems. Oral component: oral survey.
Критерії оцінювання результатів навчання: Current control (30 %): review of case studies, work during practical classes, oral questioning. Final control (70%, exam): tests (70%).
Порядок та критерії виставляння балів та оцінок: 100-88 points - certified with an “excellent” grade - High level: the student demonstrates an in-depth mastery of the conceptual and categorical apparatus of the discipline, systematic knowledge, skills and abilities of their practical application. The mastered knowledge, skills and abilities provide the ability to independently formulate goals and organize learning activities, search and find solutions in non-standard, atypical educational and professional situations. The applicant demonstrates the ability to make generalizations based on critical analysis of factual material, ideas, theories and concepts, to formulate conclusions based on them. His/her activity is based on interest and motivation for self-development, continuous professional development, independent research activities, implemented with the support and guidance of the teacher. 87-71 points - certified with a grade of “good” - Sufficient level: involves mastery of the conceptual and categorical apparatus of the discipline at an advanced level, conscious use of knowledge, skills and abilities to reveal the essence of the issue. Possession of a partially structured set of knowledge provides the ability to apply it in familiar educational and professional situations. Aware of the specifics of tasks and learning situations, the student demonstrates the ability to search for and choose their solution according to the given sample, to argue for the use of a particular method of solving the problem. Their activities are based on interest and motivation for self-development and continuous professional development. 70-50 points - certified with a grade of “satisfactory” - Satisfactory level: outlines the mastery of the conceptual and categorical apparatus of the discipline at the average level, partial awareness of educational and professional tasks, problems and situations, knowledge of ways to solve typical problems and tasks. The applicant demonstrates an average level of skills and abilities to apply knowledge in practice, and solving problems requires assistance, support from a model. The basis of learning activities is situational and heuristic, dominated by motives of duty, unconscious use of opportunities for self-development. 49-00 points - certified with a grade of “unsatisfactory” - Unsatisfactory level: indicates an elementary mastery of the conceptual and categorical apparatus of the discipline, a general understanding of the content of the educational material, partial use of knowledge, skills and abilities. The basis of learning activities is situational and pragmatic interest.
Recommended books: 1. Hlynskyy, N. Yu., & Hirna, O. B. (2023). Advertising management: A textbook for students of all forms of study in the specialty 075 "Marketing". Lviv: Publishing House of the National University “Lviv-Press”. 196 p.
2. Cialdini, R. (2019). Influence: The psychology of persuasion. Kyiv: Family Leisure Club. 352 p.
3. Teletov, O. S. (2023). Advertising management: Textbook. Sumy: University Book, VTD. 365 p.
4. Kelley, L. D., & Sheehan, K. B. (2022). Advertising Management in a Digital Environment. Text and Cases. New York: Routledge. 202 p.
Уніфікований додаток: Lviv Polytechnic National University ensures the realization of the right of persons with disabilities to obtain higher education. Inclusive educational services are provided by the Service of accessibility to learning opportunities "Without restrictions", the purpose of which is to provide permanent individual support for the educational process of students with disabilities and chronic diseases. An important tool for the implementation of the inclusive educational policy at the University is the Program for improving the qualifications of scientific and pedagogical workers and educational and support staff in the field of social inclusion and inclusive education. Contact at: St. Karpinsky, 2/4, 1st floor, room 112 E-mail: nolimits@lpnu.ua Websites: https://lpnu.ua/nolimits https://lpnu.ua/integration.
Академічна доброчесність: The policy regarding the academic integrity of participants in the educational process is formed on the basis of compliance with the principles of academic integrity, taking into account the norms "Regulations on academic integrity at the Lviv Polytechnic National University" (approved by the academic council of the university on June 20, 2017, protocol No. 35).
Advertising Management (курсовий проєкт)
Major: Marketing
Code of subject: 7.075.01.O.006
Credits: 3.00
Department: Marketing and Logistics
Lecturer: DSc(Econ.), Assoc. Prof. Nazar Hlynskyy
PhD(Econ.), Assoc. Prof. Liudmyla Moroz
Semester: 1 семестр
Mode of study: денна
Завдання: The ability to solve complex tasks and problems in the field of marketing in professional activity or in the learning process, which involves conducting research and/or implementing innovations and is characterized by the uncertainty of conditions and requirements. Ability to make informed decisions. Ability to generate new ideas (creativity). Interpersonal skills. Ability to search, process and analyze information from various sources. Ability to constant self-improvement and mastery of modern knowledge. Ability to logically and consistently reproduce and apply knowledge of the latest theories, methods and practices of marketing. Ability to conduct independent research and interpret their results in the field of marketing. The ability to apply a creative approach to work by profession. The ability to diagnose the marketing activity of a market entity, to carry out marketing analysis and forecasting. The ability to carry out theoretical and applied research in the field of marketing at the proper level. The ability to apply the acquired in-depth knowledge of marketing and the main theoretical, methodological and applied provisions of management in order to manage the innovative activities of enterprises in a dynamic market environment. The ability to determine the impact of functional areas of marketing on the intermediate and final results of the innovative activity of the enterprise in order to develop proactive measures. The ability to apply an omnichannel approach to the organization of the company's marketing activities.
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. To be able to integrate and apply the methodology and tools of communicative influence on the target audience in order to activate the innovative activity of the enterprise at different levels of management. 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: Advertising Management; Master’s Thesis Internship; Master’s Thesis Preparation; Master’s Thesis Defence
Summary of the subject: The main task of the course project is for students to acquire the skills of making informed decisions on: planning an advertising campaign; development of an advertising strategy; determining the target audience; development of the concept of the advertised product; creation of an effective advertising appeal, selection of means of distribution of advertising information; determining the advertising budget. The implementation of the course project is based on the discipline "Advertising Management".
Опис: 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 request. 5. Drawing up the advertising campaign schedule and determining the advertising budget. Conclusions. References.
Assessment methods and criteria: Current and settlement control. Knowledge assessment methods: checking sections of the course project, defense of the course project - oral survey, presentation of the course project.
Критерії оцінювання результатів навчання: Final control (100%, differentiated test): completion and defence of the course project.
Порядок та критерії виставляння балів та оцінок: 100-88 points - certified with an “excellent” grade - High level: the student demonstrates an in-depth mastery of the conceptual and categorical apparatus of the discipline, systematic knowledge, skills and abilities of their practical application. The mastered knowledge, skills and abilities provide the ability to independently formulate goals and organize learning activities, search and find solutions in non-standard, atypical educational and professional situations. The applicant demonstrates the ability to make generalizations based on critical analysis of factual material, ideas, theories and concepts, to formulate conclusions based on them. His/her activity is based on interest and motivation for self-development, continuous professional development, independent research activities, implemented with the support and guidance of the teacher. 87-71 points - certified with a grade of “good” - Sufficient level: involves mastery of the conceptual and categorical apparatus of the discipline at an advanced level, conscious use of knowledge, skills and abilities to reveal the essence of the issue. Possession of a partially structured set of knowledge provides the ability to apply it in familiar educational and professional situations. Aware of the specifics of tasks and learning situations, the student demonstrates the ability to search for and choose their solution according to the given sample, to argue for the use of a particular method of solving the problem. Their activities are based on interest and motivation for self-development and continuous professional development. 70-50 points - certified with a grade of “satisfactory” - Satisfactory level: outlines the mastery of the conceptual and categorical apparatus of the discipline at the average level, partial awareness of educational and professional tasks, problems and situations, knowledge of ways to solve typical problems and tasks. The applicant demonstrates an average level of skills and abilities to apply knowledge in practice, and solving problems requires assistance, support from a model. The basis of learning activities is situational and heuristic, dominated by motives of duty, unconscious use of opportunities for self-development. 49-00 points - certified with a grade of “unsatisfactory” - Unsatisfactory level: indicates an elementary mastery of the conceptual and categorical apparatus of the discipline, a general understanding of the content of the educational material, partial use of knowledge, skills and abilities. The basis of learning activities is situational and pragmatic interest.
Recommended books: 1. Hlynskyy, N. Yu., & Hirna, O. B. (2023). Advertising management: A textbook for students of all forms of study in the specialty 075 "Marketing". Lviv: Publishing House of the National University “Lviv-Press”. 196 p.
2. Verkhovna Rada of Ukraine. (n.d.). Law of Ukraine “On Advertising” [Electronic resource]. – Available at: http://zakon1.rada.gov.ua/laws/show
3. Cialdini, R. (2019). Influence: The psychology of persuasion. Kyiv: Family Leisure Club. 352 p.
4. International Code of Advertising Practice [Electronic resource]. – Available at: http://zakon1.rada.gov.ua/laws/show
5. Dibrova, T. H., Solntsev, S. O., & Bazherina, K. V. (2018). Advertising management: Theory and practice. Kyiv: Igor Sikorsky Kyiv Polytechnic Institute. 300 p.
6. Kelley, L. D., & Sheehan, K. B. (2022). Advertising Management in a Digital Environment. Text and Cases. New York: Routledge. 202 p.
7. Lang, R. (2021). Advertising by Design: Generating and Designing Creative Ideas Across Media. New York: Wiley. 455 p.
8. Young, M. (2018). Ogilvy on Advertising in the Digital Age. Bloomsbury: Bloomsbury. 534 p.
Уніфікований додаток: Lviv Polytechnic National University ensures the realization of the right of persons with disabilities to obtain higher education. Inclusive educational services are provided by the Service of accessibility to learning opportunities "Without restrictions", the purpose of which is to provide permanent individual support for the educational process of students with disabilities and chronic diseases. An important tool for the implementation of the inclusive educational policy at the University is the Program for improving the qualifications of scientific and pedagogical workers and educational and support staff in the field of social inclusion and inclusive education. Contact at: St. Karpinsky, 2/4, 1st floor, room 112 E-mail: nolimits@lpnu.ua Websites: https://lpnu.ua/nolimits https://lpnu.ua/integration.
Академічна доброчесність: The policy regarding the academic integrity of participants in the educational process is formed on the basis of compliance with the principles of academic integrity, taking into account the norms "Regulations on academic integrity at the Lviv Polytechnic National University" (approved by the academic council of the university on June 20, 2017, protocol No. 35).