Creative Advertising Strategies

Course: Management of Organizations

Structural unit: Faculty of Economics

Title
Creative Advertising Strategies
Code
ВК 3.2.22
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
8 Semester
Number of ECTS credits allocated
5
Learning outcomes
PLO 5. Describe the content of functional areas of the organization. PLO 9. Demonstrate skills of interaction, leadership, teamwork.
Form of study
Full-time form
Prerequisites and co-requisites
1. Know: theoretical foundations of macro- and microeconomics, economic theory, marketing, psychology, sociology. 2. Have the skills of analysis and synthesis, induction and deduction, processing of scientific sources of information, calculations of basic economic indicators.
Course content
The essence of the concept of "creativity" is revealed; technology of advertising texts development, guidance on creating effective advertising appeals, social responsibility in advertising and creative nonsense, justification of creative choice, the content of J. O’Toole’s strategic approach, characteristics of strategic models: “reasoning/emotions - high/low importance”; "Clarity, identity, promise, simplicity"; "Relevance, originality, impression". The issues of developing an advertising campaign strategy are considered; game techniques in advertising, approaches to writing banner advertising, technologies of mythologizing in advertising, archetypes as a way of representation of advertising, features of advertising in retail, methods of persuasion of clients, social and psychological manipulation in advertising are considered.
Recommended or required reading and other learning resources/tools
1. Друкер Джером А., Дрюниани Бонни Л. Креативные стратегии в рекламе. /Пер. с англ. под ред. Ю.Н. Кантуревского. – СПб.: Питер, 2002. – 384с. 2. Любіцева О.О., Давидова О.Г. Маркетинг в туризмі : практикум. К.: Київський національний університет імені Тараса Шевченка, 2018. 260 с. 3. Міждисциплінарний словник з менеджменту: Навч. посіб. [колективне видання] за ред. Д. М. Черваньова, О. І. Жилінської. К. : Нічлава, 2011. 624 с. 4. Про рекламу: Закон України від 03.07.1996 No 271/96-ВР. Відомості Верховної Ради України. 5. Психологія реклами : навч. посіб. для студ. вищ. навч. закл. Київ : КНТЕУ, 2016. 384 с.
Planned learning activities and teaching methods
Information-traditional with elements of problem-oriented learning: lectures, seminars, consultations, calculation tasks, independent work.
Assessment methods and criteria
Forms of student assessment: (max. 100 points / min. 60 points) 1. Oral interview, discussion (LO1; 2.1; 3.2) - 10 points / 6 points; 2. Solving problems (LO 1.2-2.4; 2.1-2.3; 3.1; 4.1, 4.2) - 20 points / 12 points; 3. Testing (LO1; 2.1-2.3) - 20 points / 12 points; 4. Modular test (2 tests, 10 points max. each) (LO 1; 2.1-2.3; 4) - 20 points / 12 points; 5. Independent work (2 written works, 5 points max. each) (LO 1; 2.1-2.3; 3.2; 4) - 10 points / 6 points; 6. Final test (LO 1; 2.1-2.3; 4) - 20 points / 12 points. The final grade in the student's discipline is presented based on the results of work during the semester as the sum of points obtained during the academic semester, including points obtained for independent work and the final test.
Language of instruction
Ukrainian

Lecturers

This discipline is taught by the following teachers

Oksana Derkach
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