Course code Ekon2068

Credit points 2

Advertising Management

Total Hours in Course80

Number of hours for lectures16

Number of hours for seminars and practical classes16

Independent study hours48

Date of course confirmation19.11.2019

Responsible UnitInstitute of Economics and Regional Development

Course developer

author Ekonomikas un reģionālās attīstības institūts

Sandija Zēverte-Rivža

Dr. oec.

Course abstract

The aim of the study course is to provide the students with theoretical knowledge and practical skills in advertising - the development of marketing communication strategy, planning and realization of advertising campaign. Students are introduced with the trends in advertising sector, legislations, development of an advertisement and basic principles of ensuring effectively of an advertisement, it’s psychological effect and a connection with the social processes in the society.

Learning outcomes and their assessment

Study course provides knowledge about advertisement history, legislations, aims and tools of an advertisement. Understanding about marketing communication methods and their use in practical marketing. Knowledge about consumption motives and market segmentation, creation of advertisement content and composition, planning and management of an advertisement campaign; skills to create advertisement campaign, that include determination of a target market, development of a slogan and unique selling proposition, arranging an advertisement composition, using of visual and verbal tools, planning of an advertising campaign budget. And the ability to implement integrated and untraditional marketing communication. And competence in advertisement management, allowing to fully and effectively create, plan and evaluate an advertisement campaign after finishing the study course.

Compulsory reading

1. Denisons D. Ievads reklāmā. Rīga: Kamene, 2000. 94 lpp.
2. Praude V., Šalkovska J. Mārketinga komunikācijas. 1.sējums. Rīga: Vaidelote, 2005. 484.lpp.
3. Praude V., Šalkovska J. Mārketinga komunikācijas. 2.sējums. Rīga: Vaidelote, 2006. 453.lpp.
4. Veide M. Reklāmas psiholoģija. Rīga: Jumava, 2006. 247 lpp.

Further reading

1. Kotler P., Armstrong G., Cunningham P. H. Principles of marketing. Scarborough, Ontario: Prentice Hall Canada, 1999. 803 lpp.
2. Ценев В. Психология рекламы. Москва: Бератор, 2003. 200 c.
3. Belch G., Belch M. Advertising and Promotion An Integrated Marketing Communications Perspective. 7th ed. McGraw-Hill Irwin, 2007. 820 p.

Periodicals and other sources

1. European Journal of Marketing Published by Emerald Insight. ISSN: 0309-0566.
2. Dienas bizness: nedēļas laikraksts: Latvijas biznesa avīze. Rīga: Diena: Dagens Industri, 2005-. ISSN 1407-2041.
3. Kapitāls: žurnāls lietišķiem cilvēkiem: krāsains biznesa un ekonomikas žurnāls. Rīga: Lietišķās informācijas dienests. ISSN 1407-2505.