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Execution of Marketing Campaigns

Course developer

Course abstract

Students obtain theoretical knowledge of and practical skills in development and execution of marketing campaigns – the development of a marketing communication strategy and the planning, execution and evaluation of marketing campaigns. Students learn the current trends in the advertising sector and digital marketing, as well as in legislation. Through case study analysis and practical involvement of students in the development of a marketing campaign, the students obtain practical skills in technical development aspects of advertisements for various media and learn the basic principles of designing an effective advertisement and the psychological effect of the advertisement. Additionally, students learn about planning and management of an advertisement campaign and evaluation of the effect of an advertisement on consumer behavior. Within the course, students are invited to participate in a study trip to a marketing agency or an enterprise which allows them to witness the practical aspects of planning and managing marketing campaigns. Students are also invited to take part in a scavenger hunt themed around advertising.

Learning outcomes and their assessment

Students will be able to demonstrate:
KNOWLEDGE of
1. The history and evolution of advertising, trends in the advertising market and digital marketing. Discussions, group work, independent work.
2. The legal framework for advertising. Discussions, group work, independent work.
3. Marketing communication methods and how to apply them in practical marketing, as well as the goals and means of marketing. Discussions, group work, independent work.
4. Buyer motives and market segmentation, how to design an marketing message and an advertising composition and plan a marketing campaign. Study tour, discussions.
SKILLS
Professional skills to
1. Identify the need for promotional activities for an enterprise, define the goal of advertising and select proper advertising means and activities. Apply digital marketing strategies. Discussions in classes, the final assignment and the presentation thereof.
2. Design an advertisement campaign, which involves identifying the target audience, making a proper marketing message and an advertising composition, applying visual and verbal means, budgeting a marketing campaign and evaluating the effectiveness of the campaign. Discussions in classes, the final group assignment and the presentation thereof.
3. Apply integrated marketing communication and non-traditional marketing communication, as well as an innovative approach to designing an advertisement campaign. Discussions in classes, the final group assignment and the presentation thereof.
Soft skills to
1. Plan their own time and the completion of the assignments given. Independent and group work.
2. Cooperate with group members to do a study and a scavenger hunt. Group assignments and the final group assignment.
3. Apply the theoretical knowledge acquired in the course in solving practical problems. Study tour.
COMPETENCES to
1. Design and plan a marketing campaign completely and efficiently. Discussions in classes, the final group assignment and the presentation thereof.

2. Assess and analyse the application of marketing messages and visual and verbal means in advertisements and the compliance of the advertisements with the national legal framework. Discussions in classes, group assignments and the scavenger hunt game.

Course Content(Calendar)

1. Role of product promotion and advertising in the marketing communication system.
The 8Ps of marketing, marketing communication methods, incl. a review of advertising and application possibilities in practice, integrated and digital marketing communication, as well as partnerships in marketing communication. (1h - lecture, 1h - practical)
2. Development of the advertising market.
The historical evolution of marketing campaigns. The connection of marketing campaigns with social processes in society, the effects of economic and social advertisements on consumer behaviour and society as a whole. Current developments in the advertising market, changes in the media advertising market, the most advertised industries and brands, digital marketing and future trends. (1h - lecture, 1h - practical)
3. Substance, functions and classification of marketing campaigns.
The definition, goal and use of advertising, depending on the stage of the product life cycle. The classification of marketing campaigns according to the goal, function, territorial distribution and placement in the media. The advantages and disadvantages of placement of marketing messages, depending on the media chosen (incl. digital marketing), the integrated marketing communication approach. (2h - lectures, 2h - practicals)
4. Legal framework governing advertising.
A review of the international and national legal frameworks for advertising. Restrictions on the distribution of advertisements and special regulations for specific product groups. An analysis of the most frequent advertising violations detected by the Consumer Rights Protection Centre. (1h - lecture, 1h - practical)
5. Buyers’ needs and motivations.
Maslow’s pyramid of needs and other approaches to structuring buyers’ needs, as well as leading motives for buyers’ actions. The development of a marketing campaign strategy according to the type of product to be advertised, strategic quadrants for brand attitude formation (Rossiter-Percy matrix). (1h - lecture, 1h - practical)
6. Identification of the target audience for a marketing campaign.
Market segmentation, its role in the product promotion process. Methods for identifying the target audience for a marketing campaign. The possibilities of using the information obtained about the target audience in designing, implementing and evaluating a marketing campaign. (1h - lecture, 1h - practical)
7. Marketing campaign cost planning and an evaluation of marketing campaign effectiveness.
The types and strategies of marketing campaigns, the development and planning thereof, the budgeting of marketing campaigns. Methods for evaluating the effectiveness and effects of a marketing campaign on consumers. (2h - lectures, 2h - practicals)
8. Digital marketing
Marketing activities in the digital environment, leading platforms – social media marketing, e-mail marketing, web browser marketing, mobile (smartphone) marketing. Integrated digital marketing. Digital marketing trends and the principles of designing digital marketing campaigns and supplementing them with other marketing campaign activities (1h - lecture, 1h - practical)
9. Principles of technical development of marketing messages.
The role and basic principles of composition of a marketing message in increasing the effectiveness of marketing. The most common types of marketing compositions for various media. An analysis of positive and negative examples. The visual design of digital content and the creation thereof. (1h - lecture, 1h - practical)
10. Types and design of visual and verbal content elements.
The arrangement of primary and secondary elements in an advertisement. The choice and role of marketing characters in increasing the effectiveness of an advertisement, depending on the type of product and the target audience for marketing. Choosing colours and tones for and shaping a mood through the design of a marketing message and digital content.
The creation of a marketing message and a marketing slogan, the connection of them with the product marketed and the target audience. The development and role of a unique sales offer. Text placement in and basic principles for the design of marketing messages and digital marketing content creation. (1h - lecture, 1h - practical)
11. Means of attracting and managing attention in marketing.
The use of contrasts, associations and symbols in advertisements. The purposeful use of marketing compositions as well as visual and verbal means to attract and direct consumer attention. The choice of an advertising style, emotional manipulations, techniques for highlighting the object marketed. An evaluation of the optimal frequency and integrity of a marketing message in various media (including digital). Content creation in digital media, attracting consumer attention and interaction with the audience of social media followers (2h - lectures, 2h - practicals)
12. Advertising market innovations, the creation of non-traditional marketing campaigns.
Non-traditional and low-budget marketing campaigns. Guerrilla marketing. Innovations in and interesting approaches to the application of digital and social media in marketing communication and an analysis of their effectiveness. (2h - lectures, 2h - practicals)

Requirements for awarding credit points

The student must do independent work on product promotion in marketing, its elements and integrated and digital marketing communication, two group assignments on identifying a target audience and designing a marketing campaign, as well as the final assignment on designing a marketing campaign.

Description of the organization and tasks of students’ independent work

1) The student gets acquainted with and searches for information on product promotion in marketing, its elements and integrated and digital marketing communication.
2) Part of the final assignment (designing a marketing campaign) is done independently.
3) The student obtains information and builds up an understanding of the topics of discussions and presentations.

Criteria for Evaluating Learning Outcomes

The final mark consists of the following pieces of assessment: independent work on product promotion in marketing, its elements and integrated and digital marketing communication 10%; group assignments and a presentation on identifying the target audience as well as participation in a study trip 10%; participation in the scavenger hunt game 5%; group assignments on designing a marketing campaign 25%; the final assignment – the designing and presentation of a marketing campaign 50%.

Compulsory reading

1. Chaffey D. Digital marketing. 6th Edition. US: Pearson, 2015. 728 p.
2. Praude V., Šalkovska J. Integrētā mārketinga komunikācija 1. grāmata. Rīga: Burtene, 2015. 464 lpp.
3. Praude V., Šalkovska J. Integrētā mārketinga komunikācija 2. grāmata. Rīga: Burtene, 2015. 404 lpp.
4. Praude V., Šalkovska J. Satura mārketings internetā. Rīga, Burtene, 2018, 256 lpp.

Further reading

1. Atherton J. Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement. London: Kogan Page, 2019. 272 p.
2. Kērkpatriks D. Facebook efekts. Rīga: Zvaigzne ABC, 2012. 404 lpp.
3. Lambert J., Digital storytelling: capturing lives, creating community. London: Routledge, 2013. 206 p.
4. Rožukalne A. Kas? Kur? Kāda? Mūsdienu mediju auditorija. Rīga: Biznesa augstskola Turība, 2011. 351 lpp.
5. Skots D.M. Jaunie mārketinga un sabiedrisko attiecību likumi. Rīga: Lietišķās informācijas dienests, 2009. 294 lpp.
6. Šmits E. Jaunais digitālais laikmets. Rīga: Zvaigzne ABC, 2017. 399 lpp.

Periodicals and other sources

1. College Textbook for Digital Marketing and Social Media. Pieejams: https://ondigitalmarketing.com/learn/odm/
2. Marketing Dive. Pieejams: https://www.marketingdive.com/
3. Marketing Tech. Pieejams: https://marketingtechnews.net/
4. Latvijas Mārketinga profesionāļu asociācija. Pieejams: https://lmpa.lv/
5. The Economic Times. Pieejams: https://economictimes.indiatimes.com/topic/Digital-marketing

Notes

Elective course for LLU bachelor programmes