Creative Advertising Techniques

Course: International Economics

Structural unit: Faculty of Economics

Title
Creative Advertising Techniques
Code
ВБ 2.2. (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. Justify and make effective decisions on the development of socio-economic systems and managing business entities 2. Communicate freely on professional and scientific topics using native and foreign languages 3. Evaluate the results of a student’s work, demonstrate leadership skills and ability to manage personnel and work in a team 4. Substantiate managerial decisions for the effective company development, considering goals, resources, constraints, and risks
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
Kochkina N.Yu. 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 election technologies: Educational and methodological manual. K.: Elga, Nika Center, 2003. Ogilvy, D. (2012) Confessions of an Advertising Man,
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