Infopaket

Creative Advertising Techniques

ВК 1.5 (СПРБ)

Вибіркова дисципліна для ОП

Second

2023/2024

3 Semester

6

1. To be able to adapt and apply new developments in marketing theories and practices to achieve specific goals and objectives of a market player 2. To demonstrate the ability to develop a marketing strategy and tactics considering their cross-functional character 3. To use methods of interpersonal communication to meet collective challenges, negotiate, conduct scientific discussions in the sphere of marketing 4. To understanding the nature and peculiarities of the marketing tools’ application in the marketing decision-making process 5. To justify marketing decisions regarding a market player by using modern managerial principles, approaches, methods, and techniques 6. To apply the methods of marketing strategic analysis and interpret its results to improve a market player’s activity 7. To form a marketing system of interaction, to build long-term mutually beneficial relations with other market players

Full-time form

Students must be acquainted with the basic principles of marketing management based on national |and international markets’ analysis. Students must be able to communicate in a complex business environment effectively

Discipline consists of two main modules: Module 1. Generic Approaches to Creating the Advertising Strategy, which researches the legislative regulation and the history of advertising; psychology of advertising; gender stereotypes and symbolism in advertising. Module 2. Practical Aspects to Creating the Advertising Strategy in a Digital Era, which researches the advertising technologies and strategies; genres and styles of advertising messages; language manipulation in advertising.

1. Кочкіна Н.Ю. Управління маркетингом: навч. посібник.- К.: Інтерсервіс, 2019. 2. Маркетинг : термінологічний словник / А.О. Старостіна, Н.Ю. Кочкіна, В.В. Журило [та ін.] / за ред. А.О. Старостиної. К. : «НВП «Інтерсервіс», 2017. 3. Варій М.Й. Політико-психологічні передвиборні та виборчі технології: Навчально-методичний посібник. К. : Ельга, Ніка-Центр, 2003. 4. Ogilvy, D. (2012) Confessions of an Advertising Man, Southbank Publishing. 5. Barry, P. (2016) The Advertising Concept Book: Think Now, Design Later, Thames & Hudson.

Lections, seminars, individual work, consultations

mini-projects, quizzes, examination

English