Course code Soci2029

Credit points 3

Media and Advertisement II

Total Hours in Course81

Number of hours for seminars and practical classes32

Independent study hours49

Date of course confirmation18.10.2011

Responsible UnitInstitute of Social Sciences and Humanities

Course developer

author Sociālo un humanitāro zinātņu institūts

Dace Kaufmane

Dr. oec.

Course abstract

The course provides knowledge of the media and advertising and their use in the work of an external communications specialist in the organization's external communication and the image of its institution. The study course has a practical orientation, emphasizing the different specifics of the media and cooperation with the media.

Learning outcomes and their assessment

Knowledge of medial communication and advertising as a set of facts, principles, regularities, and theories and practices. (tests)
Ability to use practical and cognitive skills to perform tasks by applying appropriate methods, information and technologies. (independent works)
Competence - the student is able to apply the acquired knowledge and skills creatively in professional activity (tests, independent work and discussions)

Course Content(Calendar)

Lecture topics:
1 Advertising - a marketing component
2 Advertising as a tool of influence.
3 Advertising - an object of different interests.
4 Target audience.
5 Social advertising.
6 Advertising: communication and personal communication.
7 Advertising as a tool of influence.
8 Political advertising and consumer.
9 Mass Media Language.
10 Language as a tool of expression.
11 Scripture Culture.
12 Media Mistakes in Style.
13 Quality of speech on TV and radio.
14 Key Features of Journalism Language.
15 Differences in genre language.
16 Composing Text. Editing.
Seminar topics:
1 1. Discussion about the nature of advertising (2h)
2. Influence of advertising on various social and economic processes. Case Studies (4h)
3. Advertising Law ..
4. 1. Test.
5. Excursion to the Advertising Agency (4h)
6. Visit of the External Relations Unit in the Media and Advertising Context (2h)
7. Ad presentations.
8. 2. Test.

Requirements for awarding credit points

Test
Individual work at the scheduled time - 16 points
Activity in discussions during the whole semester - 4 points.
Accumulative assessment of study results - 2 points correspond to one ballet on a 10-point study grade scoring scale

Description of the organization and tasks of students’ independent work

During the studies, the student develops and submits the permanent works on the impact of advertising on various processes and promotional projects at the specified time.

Criteria for Evaluating Learning Outcomes

Independent work is assessed according to the requirements of the quality of compliance with the task. Discussions are judged by engagement and ability to reasonably argue and discuss issues related to study topics.

Compulsory reading

1. Veinberga S. Mediju misija. Rīga: Zvaigzne ABC, 2010. 158 lpp 2. Dimants A., Russ-Mols S. Žurnālistika. Mācību un rokasgrāmata. Rīga: Biznesa augstskola “Turība”, 2009. 382 lpp. 3. Veide M. Reklāmas psiholoģija. Rīga: Jumava, 2006. 247 lpp.

Further reading

Bērziņš I., Nēbels K. P. Cilvēku, zīmolu, mediju un kultūras menedžments. Rīga: Jāņa Rozes apgāds, 2006. 238 lpp. Veinberga S. Masmediji. Rīga: Zvaigzne ABC, 2007. 358 lpp. Tangeits Marks. Reklāmzeme. Rīga: Jāņa Rozes apgāds, 2011. 279 lpp.

Periodicals and other sources

Media in Post – Communist East Central Europe • Print ISSN: 0267-3231

Notes

Theoretical Basic Course in the professional higher education bachelor study program External Relations of Organizations, 3rd Semester.