Creative Advertising Techniques

Course: International Economics

Structural unit: Faculty of Economics

Title
Creative Advertising Techniques
Code
ВБ 3.1.2. (МТ)
Module type
Вибіркова дисципліна для ОП
Educational cycle
Second
Year of study when the component is delivered
2023/2024
Semester/trimester when the component is delivered
3 Semester
Number of ECTS credits allocated
6
Learning outcomes
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
Form of study
Prerequisites and co-requisites
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.
Course content
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.
Recommended or required reading and other learning resources/tools
Marketing management: training. manual. - K.: Interservice, 2019. Marketing: terminological dictionary / A.O. Starostina, N.Yu. Kochkina, V.V. Zhurylo [etc.] / edited by A.O. Starostina K.: "NVP "Interservice", 2017. Vary M.Y. Political-psychological pre-election and electoral technologies: Educational and methodological manual. K.: Elga, Nika Center, 2003.
Planned learning activities and teaching methods
Lections, seminars, individual work, consultations
Assessment methods and criteria
mini-projects, quizzes, examination
Language of instruction
English

Lecturers

This discipline is taught by the following teachers

Nataliia Kochkina
Department of Marketing and Business-Administration
Faculty of Economics

Departments

The following departments are involved in teaching the above discipline

Department of Marketing and Business-Administration
Faculty of Economics