Course code MākZ1028
Faculty Faculty of Education, Psychology and Art
Credit points, number of lectures
Credit points ECTS Credit points Total number of auditorium hours Number of lecture hours Number of seminars and practical work hours
2 3 32 16 16
E-courses MākZ1028: Designing effective PR and promotion campaigns
Course annotation The aim of the study course is to acquire basic knowledge and techniques for the development of advertising and PR campaign scenarios. To develop the basics of systemic thinking for students, to teach to use standard and non-standard advertising and PR tools, to introduce the main principles of conflict resolution. The basic principles of digital marketing, the use of e-environment in creating advertising campaigns. Acquired knowledge and skills are used to develop a social campaign for students' topical problem among their peers.
Results After completing the course, students should be familiar with the basic principles of advertising and PR activity, techniques for developing non-standard solutions, and be able to apply this knowledge in practice. Students know the principles of advertising in social networks, gain skills working in a team by developing a common advertising campaign from idea to realization - idea, concept, realization, media plan, monitoring, presentation.
Course plan 1. Design and advertising 2
2. Digital Revolution - Advertising in Digital age 2
3. Advertising and stereotypes 4
4. Adjusting Stereotypes in Advertising 4
5. Promotional Campaign Compositions 2
6. Types and Principles of Analysis of Goods and Services 4
7. Society and Advertising 2
8. Effective advertising 2
9. Media channels in advertising 2
10. Ad Positioning 2
11. Principles of Digital marketing 4
12. Promotional Campaign Presentation 2
Requirements for obtaining credit points Participation in seminars, practical work - 6, total 60%:
At the end of the course - advertising campaign presentation - 40%
Study programmes Art