Overview
Lecturer
Andreea Cipriana Muntean
Seminar tutor
Andreea Cipriana Muntean
Type of course
Compulsory
Language of instruction
Romanian
Erasmus language
English
Domain
Marketing - Masters
Field of study
Marketing and sales promotion
Form of education
Full-time
Form of instruction
Class
Credit awarded by
Grade
Teaching methods
Lecture, Discussions.
Entry requirements
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Aims
Preparing graduates with knowledge, skills and competencies for being able to become a Strategic Planner, a Media Planner, and a Creative Advertising & Marketing Communication profession.
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Course contents
1. The concept of advertising and communication mix
1.1. Definition of advertising
1.2. Advertising promotional mix
2. Advertising Agency
2.1. Definition, categories and structure
2.2. Advertising Agency Departments
3. Image and Message in Advertising
3.1. The Functions and the elements of Image
3.2. Brand and image
3.3. Message in advertising
4. Advertising methods: prints, TV advertising, on-line advertising, outdoor advertising
4. Planning and Strategy in Advertising
5. Media Advertising
6. BTL Advertising
Learning outcomes
Graduates of this course will have the ability in the field of Account Management Advertising & Marketing Communications independently or in a team.
Being able to conduct a marketing research and advertising to produce Material & Production Promotion Advertising & Marketing field communications.
Assessment
Written test examination - 70%, Verification during the semester (project) - 30%.
Recommended reading
• The Advertising Concept Book, Pete Barry, Thames & Hudson, New York, 2012
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• Marketing Communication, Graham Hughes, Chris Fill, Elsevier, 2007
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• International Marketing, Strategy Planning, Market Entry & Implementation, Roger Bennett & Blyth, Kogan Page, London, 2002
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