Advertising and Promotional Activities

Course: Management of Organizations

Structural unit: Faculty of Economics

Title
Advertising and Promotional Activities
Code
ВК 3.2.13
Module type
Вибіркова дисципліна для ОП
Educational cycle
First
Year of study when the component is delivered
2021/2022
Semester/trimester when the component is delivered
7 Semester
Number of ECTS credits allocated
5
Learning outcomes
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.
Form of study
Full-time form
Prerequisites and co-requisites
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.
Course content
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.
Recommended or required reading and other learning resources/tools
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.
Planned learning activities and teaching methods
Problem-oriented learning: lectures, seminars, consultations, independent work
Assessment methods and criteria
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.
Language of instruction
Ukrainian

Lecturers

This discipline is taught by the following teachers

Viktoriia Yuriivna Sviatnenko
Department of Innovation and Investment Management
Faculty of Economics

Departments

The following departments are involved in teaching the above discipline

Department of Innovation and Investment Management
Faculty of Economics