Infopaket

Advertising and Promotional Activities

ВК 3.2.13

Вибіркова дисципліна для ОП

First

2023/2024

7 Semester

5

PLO 6. Identify skills of search, collection and analysis of information, calculation of indicators to justify management decisions. PLO 9. Demonstrate skills of interaction, leadership, teamwork. PLO 11. Demonstrate skills of situation analysis and communication in various areas of the organization. PLO 16. Demonstrate skills of independent work, flexible thinking, openness to new knowledge, be critical and self-critical. PLO 20. Apply strategic management tools for strategic development of a set of strategies for enterprise development and its functional areas.

Full-time form

1. Know: the principles of economic theory, microeconomics, macroeconomics, finance, organizational management, marketing, business economics, management decisions. 2. Have skills: analysis, synthesis, data processing, work with the regulatory framework; use Microsoft Office Word, Microsoft Office Excel, Microsoft PowerPoint.

Historical preconditions of origin and development of advertising are considered; trends in the advertising market. The essence of the concepts of "advertising" and "advertising", principles, goals, functions and types of advertising are revealed; features of legal regulation of advertising activity in Ukraine. The stages of trademark registration are studied; principles and stages of advertising message development; channels of distribution of advertising information; methods of budgeting the advertising campaign; methods of evaluating the effectiveness of advertising.

1. Балабанова Л.В., Юзик Л.О. Рекламний менеджмент: підручник. Донецьк: ДонНУЕТ, 2016. 414 с. 2. Мардар, М. Р. Сучасні методи просування товарів [Текст] : лаб. практикум : навч. посіб. / М. Р. Мардар, Г. М. Лозовська, І. А. Устенко. Херсон : Грінь Д.С., 2018. – 130 с. 3. Попова Н. В. Основи реклами: навч. посіб. Харків: В справі, 2016. 144 с. 4. Психологія реклами : навч. посіб. для студ. вищ. навч. закл. Київ : КНТЕУ, 2016. – 384 с. 5. Афанасьєва О.П. Інтернет-маркетинг: Опорний конспект лекцій. Харків, Харківський державний університет харчування і торгівлі, 2019. 42 с. 6. Вікарчук О. І. Рекламний креатив: навчальний посібник/ О. І. Вікарчук, О.О. Калініченко, С.М. Ніколаєнко, І.О. Пойта. – Житомир: Видавець «О.О.Євенок», 2018. – 208 с.

Problem-oriented learning: lectures, seminars, consultations, independent work

Forms of student assessment: (max. 100 points / min. 60 points) 1. Oral interview, discussion (LO 1; 2.1- 2.3; 3.1; 3.2) - 10 points / 6 points; 2. Execution of creative and calculation-analytical tasks (LO 2.1-2.3; 3.1; 3.2) - 20 points / 12 points; 3. Testing (LO 1; 2.3) - 20 points / 12 points; 4. Modular test (2 MCR, 10 points max. each) (LO 1; 2.1- 2.3; 3.1; 3.2; 4) - 20 points / 12 points; 5. Independent work (2 written works, 5 points max. each) (LO1; 2.1- 2.3; 3.1; 3.2; 4) - 10 points / 6 points; 6. Final test (LO 1.1; 1.2; 2.1-2.3; 4) - 20 points / 12 points.

Ukrainian