Szeptember - 2017
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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: 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.
This is an advertising management, especially practice oriented course. The overall aim is to create a deep understanding of marketing communication planning and evaluation in general and to make participants of the course able to efficiently translate local specialties into international communication programs with respect to cultural differences

Évközi tanulmányi követelmények: The course is a combination of short lectures, discussions and presentations.

The course is designed to generate active student contribution during the sessions, therefore each session is built on the introduction of a theoretical concept that is illustrated with real life examples either brought in by students, industry experts or the instructor.
Examples brought in the session serve as a basis for discussion, as the phenomenon of advertising only comes to life in practice.

Each session will be a combination of the instructor or students’ short introduction to the assigned topic, students’ short presentations of a chosen area (e.g. product, market, cultural setting, brand, piece of advertisement, etc.) and group discussion of the illustration.
Industry experts, representatives of the international advertising practice will make theoretical concepts more applicable and vivid for students.

Assessment: Structure:
1. Class participation – work in the class: 30 %
• in class tasks and small homeworks; chosen ad presentation and evaluation 15 points
• theoretical topic presentation 15 points
2. Student project: 30 % - 30 points

Vizsgakövetelmény: All topics covered in the classes

Az értékelés módszere: Assessment: Structure:
1. Class participation – work in the class: 30 %
• in class tasks and small homeworks; chosen ad presentation and evaluation 15 points
• theoretical topic presentation 15 points
2. Student project: 30 % - 30 points
3. Final exam: 40 % - 40 points

Tananyag leírása: 

Órarendi beosztás: ; TOPIC; SEMINAR, topic
1st week; Introduction of the course Advertising Management ; Introduction to the group
3; Dimensions of Advertising;
2nd week; Marketing strategy and advertising planning – Integrated Marketing Communications (IMC); Positioning and advertising, Group formation
3rd week; Advertising Agencies (guest speaker); The Advertising Industry, The Advertising Agencies
(ATL, BTL, TTL Agencies), Discussion of "dream jobs"
4th week; Briefing; Briefing exercise
5the week, ; Advertising Project Briefing (guest speaker); Understanding the brief, rebrief
6th week; Online marketing; Theoretical presentation 1: "Social media and advertising"
7th week; Channels of communication, media planning ; Theoretical presentation 2: "Challenges of the media today" ; ; discussion
8th week; Creating Advertisements and Commercials (Copywriting) – industry specific solutions (Dairy industry in focus); Theoretical presentation 3: "The role of creativity in advertising?"
9th week; Creating Advertisements and Commercials (guest speaker) ; Creating Advertisements, Theoretical presentation 4: "The role of humour in advertising" discussion
10th week; Direct Mail, Sales Promotion and Supplementary Media; Theoretical presentation 5: "Creativity in Direct marketing and Sales promotion", Direct Mail exercise, discussion
11th week; Events and PR – The role and importance of Public Relations, Sponsorship and Events; Getting sponsors exercise
12th week; Project presentations;
13th week; Project presentations;
14th ; Summary and evaluations

Kompetencia leírása: 

Félévközi ellenőrzések: Student project:

The course is accompanied with a comprehensive task that students will have to solve in a small group.

The groups work as an advertising agency that has to solve a real life example.
The brief is presented in the class and will be available on Moode.

Content of the work: primary and secondary collection of data, strategy planning, creative and media recommendations.

Format: ppt presentation + notes under slides. To be handed in electronically and printed format.
Length: 20-30 slides depending on visual content
References must be included
Presentation: 20 minute presentation + discussion. Timing is taken seriously

A hallgató egyéni munkával megoldandó feladatai: 

Szak neve: ISP

Kötelező irodalom:

  • William Arens: Contemporary Advertising, 10th Edition., McGraw-Hill, Irwin, 2006. ISBN-13: 978-0-07-111537-7 or later editions

Ajánlott irodalom:

Ajánlott irodalmak:
Kötelező irodalmak:

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