December - 2018
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Tantárgy adatlap

Advertising Management

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 293NMARV572B
A tantárgy megnevezése (magyarul): Advertising Management
A tantárgy neve (angolul): Advertising Management
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): 2+2
Kreditérték: 6
A tantárgy meghirdetésének gyakorisága: tavaszi félév
Az oktatás nyelve: angol
Előtanulmányi kötelezettségek: marketing
A tantárgy típusa: szabadon választható
Tantárgyfelelős tanszék: Angol Nyelvű Oktatási Központ (ISP) Tanszék
A tantárgyfelelős neve: Dr. Horváth Dóra

A tantárgy szakmai tartalma: .
The aim of the course is to give an established understanding of international / global marketing communications practices. Participants of the course will understand the planning and evaluation of marketing communications strategy, tactics and tools with the implication of international and local adaptation. The course is designed to provide help for the student:

1. To achieve an understanding of advertising in an international setting
as a part of the overall marketing strategy
as a part of the overall communication mix

2. To establish a knowledge of the phenomenon of culture and its consequences in marketing communication planning

3. To understand the basic elements of advertising decision making, their underlying conceptual structure and theoretical base, with respect to strategic questions of local versus global formats, standardized versus adapted formats

4. To provide a framework and knowledge for making more effective internationally oriented advertising decisions (including selecting appropriate messages, execution and media in a given cultural setting)

5. To understand the difference and the importance of major marketing communication tools from classical advertising to special forms of communications like one to one marketing, interactive communication or consumer incentives

6. To get acquainted with the major research questions and available methods of culturally oriented advertising and communication research

7. To improve communication skills and team spirit by analyzing, writing and presenting cases and projects

Évközi tanulmányi követelmények: .
Individual project: collecting marketing communications examples: 20 % – 20 points
Group project: panel discussions on theoretical topics: 30 % – 30 points

Vizsgakövetelmény: Compulsory readings, lecture, seminar marterials

Az értékelés módszere: .
Individual project: collecting marketing communications examples: 20 % – 20 points
Group project: panel discussions on theoretical topics: 30 % – 30 points
Final exam: 50 % – 50 points

Tananyag leírása: .
Relating Marketing and Marketing Communications - STP strategy
Traditional advertising; Classical and Non-classical forms of advertising
The advertising industry; Advertising agencies; Briefing
Creativity in advertising
Creating advertisements and commercials (Copywriting) – Industry-specific solutions
Experiential marketing, event marketing
Direct Mail, Sales Promotion
Public relations
B2B advertising
Digital and social media in advertising
Marketing strategy and advertising planning – Integrated marketing communications (IMC)

Órarendi beosztás: See final class schedule on Moodle

Kompetencia leírása: 

Félévközi ellenőrzések: 

A hallgató egyéni munkával megoldandó feladatai: 

Szak neve: ISP

Irodalomjegyzék:
Kötelező irodalom:

  • Dahlén, Micael, Lange, Fredrik, & Smith, Terry (2010). Marketing communications: a brand narrative approach. Chichester, UK: John Wiley & Sons. ISBN 978-0-470-31992-5

Ajánlott irodalom:

Ajánlott irodalmak:
Kötelező irodalmak:
Dahlén, Micael, Lange, Fredrik, & Smith, Terry (2010). Marketing communications: a brand narrative approach. Chichester, UK: John Wiley & Sons. ISBN 978-0-470-31992-5

 
A tantárgy oktatói:

Utolsó módosítás: 2018-02-11 22:38:48

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