National Research University Higher School of Economics
Nizhny Novgorod
Faculty of Management
Course Syllabus
«Advertising Strategy»
38.04.02 – Management
Master’s programme «Marketing»
Prepared by:
Sergey Alexandrovskiy, Candidate in
Economics (PhD), Associate Professor
saleksandrovskiy@hse.ru
Confirmed by Marketing Department
Head of Marketing Department, Michail Shushkin
«___»____________ 2015
_____________________
Approved by Programme Academic Supervisor
Master’s programme «Marketing»,
Sergey Alexandrovskiy
«___»____________ 2015
_____________________
Nizhny Novgorod – 2015
1. Course objectives
The course offers a critical overview of advertising strategy design, execution and
evaluation techniques based on contemporary tools and cases. The course helps
students to improve understanding and critical thinking skills in fields of advertising
strategy, new media, and advertising metrics.
The course consists of weekly sessions and group project. Weekly sessions combine
lectures, cases, and in-class discussions. Group project provides a practical experience
in designing an advertising strategy for a brand, company, or product.
The course is relevant to students pursuing a business or academic career in fields of
marketing and management.
2. Student outcomes and competencies
At the completion of the course requirements students will
-
learn about tools for design, execution and evaluation of advertising strategy;
-
be able to apply tools for design and evaluation of advertising strategy;
-
get experienced in applying tools for design of advertising strategy.
At the completion of the course requirements students will get following competencies:
№
Code of
compete
nce
Competence
Descriptors
ПК-8
СЛК–М8
Способен порождать
принципиально новые идеи
и продукты, обладает
креативностью,
инициативностью
Apply contemporary
techniques in design,
execution, and evaluation of
advertising strategy;
ПК11
М4.1_5.2 Способен выявлять
_5.6_
данные, необходимые для
7.1(М)
решения поставленных
исследовательских задач в
сфере управления;
осуществлять сбор данных,
как в полевых условиях, так
и из основных источников
Utilize relevant methods of
research (data collection and
analysis) along with
contemporary IT-services and
software in advertising
management;
Teaching
methods to
develop
competences
Cases
In-class
discussions
Debates
Lectures
In-class
discussions
Debates
‘Designing an
advertising
№
ПК22
Code of
compete
nce
М 1.21.3_ 7.3
(М)
Competence
социально-экономической
информации: отчетности
организаций различных
форм собственности,
ведомств и т.д., баз
данных, журналов, и др.,
анализ и обработку этих
данных, информацию
отечественной и
зарубежной статистики о
социально- экономических
процессах и явлениях
Способен планировать и
осуществлять проекты и
мероприятия,
направленные на
реализацию стратегий
организации
Descriptors
Teaching
methods to
develop
competences
strategy’
assignment
‘Course paper on
research in
advertising’
assignment
Utilize tools of building,
managing and measuring
advertising strategy;
Lectures
Give oral and written
presentation on advertising
campaign results and
advertising research;
‘Designing an
advertising
strategy’
assignment
Cases
3. Course outline
Student gets 4 (four) credits at the completion of the course.
Length (hours)
№
Theme
Self-guided
Sum
work
Lectures
Practices
1
Definition of Advertising
14
2
4
8
2
Designing an advertising strategy
38
6
6
26
3
Creativity and media
38
4
8
26
4
Evaluating advertising
54
6
12
36
Total
144
18
30
96
4. Types of control
Control
Type of control
Continuous
Home
assessment
assignment
Final
Exam
2nd year
Description
4
Award Critique. Written assignment.
*
Advertising strategy team project. Written team
assignment and oral presentation.
5. Grading
Grades vary on a scale from 0 to 10, where 10 – the highest, and 0 – the lowest grade.
Cumulative grade = 0.5 * Home assignment + 0.5 * In-class
Final grade = 0.6 * Cumulative + 0.4 * Exam
Thus,
Final grade = 0.3 * Home assignment + 0.3 * In-class + 0.4 * Exam
In-class grade contains scores for class discussion / participation / short assignments.
Students should read all provided materials for In-class in advance.
6. Topics and readings:
Definition of Advertising
The session provides a roadmap for the course in terms of key advertising decisions.
Students should read the course syllabus prior to the first lecture.
Topics:
1. Course syllabus;
Role of advertising;
2. What is advertising strategy?
3. Setting advertising objectives (mission).
Reading:
1. Alexandrovskiy S. – Advertising strategy, course syllabus (Master program in
Marketing) [Электронный ресурс]. URL:
http://nnov.hse.ru/ma/marketing/courses
2. Keller K.L. Building strong brands in a modern marketing communications
environment // Journal of Marketing Communications. 2009. Т. 15. № 2/3. С.
139–155.
3. Kim K. и др. Trends in Advertising Research: A Longitudinal Analysis of Leading
Advertising, Marketing, and Communication Journals, 1980 to 2010 // Journal of
Advertising. 2014. Т. 43. № 3. С. 296–316.
4. Moriarty S., Mitchell N., Wells W. Advertising & IMC: Principles and Practice,
10th Edition. Boston: Prentice Hall, 2014. Вып. 10 edition. 672 с.
5. Vakratsas D., Ambler T. How Advertising Works: What Do We Really Know? //
Journal of Marketing. 1999. Т. 63. № 1. С. 26–43.
6. Vaughn R. How Advertising Works: A Planning Model Revisited // Journal of
Advertising Research. 1986. Т. 26. № 1. С. 57.
7. Wood O. How Emotional Tugs Trump Rational Pushes: The Time Has Come to
Abandon a 100-Year-Old Advertising Model // Journal of Advertising Research.
2012. Т. 52. № 1. С. 31–39.
8. Zarantonello L., Schmitt B.H., Jedidi K. How to Advertise and Build Brand
Knowledge Globally // Journal of Advertising Research. 2014. Т. 54. № 4. С.
420–434.
9. Ad Age Advertising Century: Top 100 Campaigns [Электронный ресурс]. URL:
http://adage.com/article/special-report-the-advertising-century/ad-ageadvertising-century-top-100-advertising-campaigns/140150/ (дата обращения:
14.01.2015).
10. Реклама, Федеральный закон от 13.03.2006 N 38-ФЗ (ред. от 23.07.2013) "О
рекламе“ [Электронный ресурс]. URL:
http://www.consultant.ru/document/cons_doc_LAW_163963/.
11. Hype Cycle for Advertising, 2015 [Электронный ресурс]. URL:
https://www.gartner.com/doc/3098422/hype-cycle-advertising- (дата
обращения: 27.09.2015).
12. The Advertising Research Foundation [Электронный ресурс]. URL:
http://www.thearf.org/ (дата обращения: 29.09.2015).
1. Designing an advertising strategy
The session provides a framework on how to build an advertising strategy.
Topics:
1. Sources of strategy development (framework, research, customer insights);
2. Segmentation and targeting;
3. Positioning statement;
4. Optimizing brand strategy;
5. Creative brief.
Reading:
1. Year M.P. of the. 7 Tactics You Can Use to Create a Standout Media Plan
[Электронный ресурс]. URL: http://www.adweek.com/brandshare/7-tactics-youcan-use-create-standout-media-plan-159890 (дата обращения: 29.09.2015).
2. Year M.P. of the. 15 Secrets To Help Your Agency Win ‘Media Plan of the Year’
[Электронный ресурс]. URL: http://www.adweek.com/brandshare/15-secretshelp-your-agency-win-media-plan-year-165869 (дата обращения: 29.09.2015).
3. THE ESSENTIAL GUIDE TO DISPLAY ATTRIBUTION MODELS [Электронный
ресурс]. URL:
http://brandedcontent.adage.com/mic/regform/short.php?&referal_id=118.
4. Adweek’s Media Plan of the Year [Электронный ресурс]. URL:
http://www.mediaplanoftheyear.com/.
5. Dan Ariely’s blog on irrational behavior [Электронный ресурс]. URL:
http://danariely.com (дата обращения: 29.09.2015).
6. How B2B Marketers Spread Their Event Promo Dollars - eMarketer
[Электронный ресурс]. URL: http://www.emarketer.com/Article/How-B2BMarketers-Spread-Their-Event-Promo-Dollars/1011701 (дата обращения:
12.01.2015).
7. The Year’s 32 Best Media Plans, From Always and Nike to Oreo and Taco Bell
[Электронный ресурс]. URL: http://www.adweek.com/news-gallery/advertisingbranding/adweeks-media-plan-year-winners-bristle-digital-innovation-166729
(дата обращения: 29.09.2015).
8. Unsophisticated Attribution Models Hurt Retargeting - eMarketer [Электронный
ресурс]. URL: http://www.emarketer.com/Article/Unsophisticated-AttributionModels-Hurt-Retargeting/1011766 (дата обращения: 12.01.2015).
9. What marketers need to know about their attribution model [Электронный
ресурс]. URL: http://blog.adroll.com/trends/what-marketers-need-to-know-aboutmulti-vs-last-touch-attribution-models (дата обращения: 28.09.2015).
2. Creativity and media
The session provides an overview of how to utilize creative and media strategies to
build a successful advertising campaign. Students will also learn about dealing with
advertising agencies while designing a strategy. The session also contains practical
tips on strategy execution from a guest speaker.
Topics:
1. Creativity and the Big idea (message);
2. How to advertise. Key drives of successful advertising (TV, print, radio, outdoor,
digital, mobile);
3. Media Planning;
-
Traditional media (TV, print, radio, outdoor)
-
Digital and mobile
-
Creating a buzz / WoM
-
Non-traditional media
4. Money (budgeting)
5. Advertising agencies (pitching clients, compensation);
6. Advertising execution.
Reading:
1. Яндекс. Развитие интернета в регионах России [Электронный ресурс]. URL:
http://company.yandex.ru/researches/reports/2015/ya_internet_regions_2015.xml
(дата обращения: 08.04.2015).
2. Advertsing educational foundation (AEF). Advertising awards [Электронный
ресурс]. URL: http://www.aef.com/exhibits/awards/index.html.
3. eMarketer. What Does Your Retargeting Budget Look Like? - eMarketer
[Электронный ресурс]. URL: http://www.emarketer.com/Article/What-YourRetargeting-Budget-Look-Like/1011275 (дата обращения: 09.11.2014).
4. Kelley T.K. and D. Three Creativity Challenges from IDEO’s Leaders
[Электронный ресурс]. URL: https://hbr.org/2013/11/three-creativity-challengesfrom-ideos-leaders (дата обращения: 29.09.2015).
5. Stephen A., Bart Y., Sarvary M. Making Mobile Ads That Work // Harvard
Business Review. 2013. Т. 91. № 12. С. 32–32.
6. Teixeira T. The New Science of Viral Ads [Электронный ресурс]. URL:
https://hbr.org/2012/03/the-new-science-of-viral-ads (дата обращения:
03.04.2015).
7. eMarketer Webinar: Programmatic Advertising 2015 Outlook // 21:08:14 UTC.
8. CLIO Awards - Winners [Электронный ресурс]. URL:
http://www.clioawards.com/winners/.
9. Creativity 2015 Innovators of the Year [Электронный ресурс]. URL:
http://adage.com/article/special-report-agency-alist-2015/creativity-2015innovators-year/296744/ (дата обращения: 06.02.2015).
10. David Ogilvy Award [Электронный ресурс]. URL:
http://www.etouches.com/ehome/ogilvysubmission/winners/ (дата обращения:
26.02.2015).
11. Marketers Forge Ahead on Social Media Spending Despite Uncertainties,
Research Shows [Электронный ресурс]. URL:
https://www.ama.org/publications/eNewsletters/Marketing-NewsWeekly/Pages/cmo-survey.aspx (дата обращения: 06.10.2014).
12. Cannes Lions International Festival of Creativity [Электронный ресурс]. URL:
http://www.canneslions.com (дата обращения: 28.09.2015).
13. Creativity Top-5 [Электронный ресурс]. URL: http://creativityonline.com/search?search_phrase=top-5&return=endeca.
14. Creativity Top 20 [Электронный ресурс]. URL: http://creativity-online.com/top20.
15. Effie Effectiveness Index [Электронный ресурс]. URL:
https://www.effie.org/index.
16. Eurobest - The European Festival of Creativity [Электронный ресурс]. URL:
http://www.eurobest.com/home/ (дата обращения: 29.10.2014).
17. Is Organic Better for You? It Is When You’re Talking About Site Traffic eMarketer [Электронный ресурс]. URL:
http://www.emarketer.com/Article/Organic-Better-You-Youre-Talking-About-SiteTraffic/1011222 (дата обращения: 06.10.2014).
18. Programmatic for Dummies [Электронный ресурс]. URL:
http://www.adweek.com/news-gallery/advertising-branding/programmaticdummies-153590 (дата обращения: 28.09.2015).
3. Evaluating advertising
The session concerns different ways of measuring advertising results, including basic
and advanced research techniques and metrics.
Topics:
1. Metrics (ad recall, brand awareness, purchase intent, persuasion etc.);
2. How advertising works;
3. Advertising and profitability;
4. Modeling advertising (attribution models)
5. Communication audit
Reading:
1.
eMarketer. CTRs Aren’t Enough for Mobile Ad Measurement - eMarketer
[Электронный ресурс]. URL: http://www.emarketer.com/Article/CTRs-ArentEnough-Mobile-Ad-Measurement/1011277 (дата обращения: 09.11.2014a).
2.
eMarketer. The Content Is Out, but Where’s the ROI? - eMarketer
[Электронный ресурс]. URL: http://www.emarketer.com/Article/Content-OutWheres-ROI/1011354 (дата обращения: 09.11.2014b).
3.
Heine C. Here Are the Super Bowl Advertisers That Got the Biggest Brand Lifts
[Электронный ресурс]. URL: http://www.adweek.com/news/advertisingbranding/here-are-super-bowl-advertisers-got-biggest-brand-lifts-162805 (дата
обращения: 27.02.2015).
4.
Lee K. (test) 5 Ways to Evaluate and Optimize Your Best Social Media Content
[Электронный ресурс]. URL: http://blog.bufferapp.com/how-to-evaluate-andoptimize-social-media-content (дата обращения: 15.03.2015).
5.
Moorman C. Measuring the Impact of Social Media on Your Business
[Электронный ресурс]. URL: http://cmosurvey.org/blog/measuring-the-impactof-social-media-on-your-business/.
6.
Nudd T. The World’s 17 Best Print Campaigns of 2013-14 [Электронный
ресурс]. URL: http://www.adweek.com/news/advertising-branding/worlds-17best-print-campaigns-2013-14-158466 (дата обращения: 30.09.2015).
7.
Prakash N. Super Bowl 2015 commercials: Watch them all, here [Электронный
ресурс]. URL: http://mashable.com/2015/02/01/super-bowl-2015-commercials/
(дата обращения: 26.02.2015).
8.
RESEARCH SHOWS LINK BETWEEN ONLINE BRAND METRICS AND
OFFLINE SALES [Электронный ресурс]. URL:
http://www.nielsen.com/us/en/insights/news/2011/research-shows-link-betweenonline-brand-metrics-and-offline-sales.html.
9.
9 Questions to Help Select the Right Social Media Success Metrics
[Электронный ресурс]. URL:
https://www.ama.org/publications/eNewsletters/MarketingInsightsNewsletter/Pa
ges/Nine-Questions-to-Help-Select-the-Right-Social-Media-Success-Metrics.aspx (дата обращения: 13.01.2015).
10. Cannes Lions Recap: See All the 2014 Grand Prix Winners [Электронный
ресурс]. URL: http://adage.com/article/special-report-cannes-lions/canneslions-recap-2014-grand-prix-winners/293847/ (дата обращения: 30.09.2015).
11. Consumers Get Engaged with Rich Media - eMarketer [Электронный ресурс].
URL: http://www.emarketer.com/Article/Consumers-Engaged-with-RichMedia/1011282 (дата обращения: 09.11.2014).
7. Overview of assignments
Individual assignments:
1) Award Critique. Written home assignment (see appendix A);
2) ‘Show your stuff’ in advertising. Oral in-class presentation (see appendix B).
Group assignments:
3) Case (see appendix C for an example);
4) Advertising strategy team project (exam). Written team assignment and oral
presentation (see appendix D).
We also will have short class-to-class oral and written assignments.
8. Readings
For a basic level of knowledge in the field, you should read one of the following:
-
Moriarty S., Mitchell N., Wells W. Advertising & IMC: Principles and Practice,
10th Edition. Boston: Prentice Hall, 2014.10 edition. 672p.
-
Belch G., Belch M. Advertising and Promotion: An Integrated Marketing
Communications Perspective. New York, NY: McGraw-Hill/Irwin, 2014. 10
edition. 880p.
For advanced level, there are references in reading lists after each topic.
9. Laptop Policy
Please, bring own laptops for in-class assignments. Laptops may be used at sessions
only for taking notes and working on assignments.
Prepared by
Alexandrovskiy Sergey
APPENDIX A
Award Critique. Written home assignment.
Due: date (YYYY/DD/MM)
‘Advertising which sells!’
1. You act as judge of Advertising award (Cannes lions, CLIO, David Ogilvy, Effie,
Eurobet etc.) in 2015 - judging cases of five (5) entries. You will judge cases on the
basis of marketing research available and contribution to sales. But more
importantly, you will also judge them on criteria beyond just marketing research
including all issues covered in class (objectives, positioning, target group, core user,
segmentation, Big Idea, media plan, use of non-traditional media, buzz,
tracking/results, etc.)
2. After reading and analyzing the five (5) cases, provide a written critique of each
entry, your choice for a ‘winner’ and reasons why. Your critiques of each candidate
and reasons for choosing your winner should incorporate at least six (6) key
learnings from class. These six should be highlighted and footnoted (as to which
class, which reading, etc.)
3. Samples of the actual advertising are available on awards web-sites. However,
using adage.com, adweek.com, YouTube, adforum.com, adcritic.com, magazines,
etc. you can get a complete feel for the campaign. If you do, you can use our class
knowledge to add to your six learning’s critique.
4. Your total written critique should be no longer than three (3) pages. (Hint:
Comparison tables are space efficient).
APPENDIX B
‘Show your stuff’ in advertising. Oral in-class presenation.
There is an opportunity for you to ‘show your stuff’ in advertising for extra class
participation score.
Beginning each class, starting with Class #4, one student will show a TV commercial,
Print ad or Digital/Internet ad. Based on ‘knowledge to date’, what has been covered in
class, you will offer a 3-5 minute critique of the ad. What worked? What didn't? and
Why?
You can sign up for this opportunity by e-mailing saleksandrovskiy@hse.ru In the order
these e-mails are received, you will be assigned a class#. Don’t wait too long – these
slots fill up fast.
APPENDIX C
Case
Old Spice: repeating success in the face of competitive threat
Due: date (YYYY/DD/MM)
Case synopsis
In 2009-2010 Procter & Gamble's Old Spice brand had to respond to two important
challenges. First, after a successful rebranding of the Glacial Falls scent into Swagger
(see Kellogg Case #5-411-752), Old Spice's core brand team had to determine its next
step in advertising. The options being considered included continuing to advertise
Swagger, switching to advertising a different scent, advertising the umbrella brand, or
placing an emphasis on body wash instead of on deodorant. This decision also involved
proposing both the messaging and the media buy for the option selected. Second, in
conjunction with this issue, the brand team had to decide whether the messaging of its
advertising should respond to competitor Unilever's new advertising for Dove for Men,
which would be kicked off in an upcoming Super Bowl spot. Students will step into the
shoes of Mauricio O'Connell-one of the assistant brand managers of Old Spice-as he
and his team brainstorm how to position the brand for another big success.
Learning Objectives
After reading, analyzing, and discussing the case, students should be able to:
-
Ask critical questions to help decide among multiple advertising strategies
-
Describe issues for a brand that relate to managing advertising across its
portfolio
-
Understand how competitive behavior can affect a brand’s decision
Discussion Questions/Student Assignment
1. Should the brand team attempt to compete with or respond to Dove for Men
(DFM)? Can the brand compete with DFM without directly referring to the brand
in advertising? Should Old Spice go directly after DFM and be the first brand in
P&G history to call out a competitor brand?
2. What product should the brand team advertise? Consider the virtues and
liabilities of continuing the Swagger campaign, of advertising Showtime, of
advertising the umbrella brand, or of focusing on body wash. Pick an option and
develop messaging around that option (i.e., what should the brand say?).
3. In which media should the brand launch? Should Old Spice advertise during the
Super Bowl as a response to DFM’s planned appearance? Or should the brand
consider a more traditional media flight? If multiple media forms are used, should
they be launched sequentially or all at once?
APPENDIX D
Advertising strategy team project (exam). Written team assignment and oral
presentation.
Team project (group of 4-5) with peer-review. Assignment for the course exam.
Due: date (YYYY/DD/MM)
Every team should pick up a brand, company, or product (except those discussed in
class) and design an advertising strategy for it. All teams should utilize different objects
of advertising. Prior to start each team gets an e-mail confirmation (from me) that object
is appropriate and not already assigned to other team. Every student must have a team
and every team must have an approved object by the end of second week of the
course.
Teams employ public data (from company web sites, articles, survey reports etc.) and
professional experiences of team members to design a strategy. Conducting a primary
research (survey, focus group etc.) is obliged.
All teams will present their reports on a final session at the end of the course. All teams
should send DOC report and PPT presentation by email saleksandrovskiy@hse.ru three
(3) working days prior to the final session.
All team members must attend the final session, and be prepared to participate in
discussion.
What's Expected?
-
Objective: deliver an advertising strategy presentation to brand management
team of brand/company chosen;
-
Number of teams – ‘6’ max (two days of presentations)
-
Ideal team size is 4, but 5 is max
-
Presentation length – 15 to 17 minutes
-
Executive Summary of your pitch – maximum of 4 pages
-
Total Report, including copy of your PowerPoint presentation, plus exhibits,
videos, storyboards - as long as you like
Advertising Plan:
-
Marketing Objective
-
Advertising Objective
-
Marketing and Advertising Strategy
-
Positioning (include the Positioning ‘Formula’)
-
Creative Brief
-
Marketing Research supporting the positioning and brief. This should include
some type of primary research (research your team does) as well as secondary
research. Primary research usually consists of a focus group or two and/or a
‘promise’ test or test of the creative
-
Creative-
actual
video,
outdoor,
print,
internet,
etc.
are
optional
but
recommended, At least one buzz/PR recommendation is required
-
Media Plan, Traditional (TV, Print, Radio, Outdoor) and ‘Digital’ (include a
calendar)
-
Your plan should include at least five (5) specific class learnings. These should
be highlighted.
-
Finally, you have to choose an outside ad agency as a back up to your
assignment. From the agency profiles (available online), and your brand
objectives, strategy and brief, select one agency and give reasons for their
selection.
Assignment request form:
Brand / Company / Product (underline required): ____________________________
Team Facilitator/Coordinator and phone/email: ____________________________
Other Team Members: ____________________________
____________________________
____________________________
____________________________
Нижегородский филиал
Федеральное государственное автономное
образовательное учреждение высшего профессионального
образования
"Национальный исследовательский университет
"Высшая школа экономики"
Факультет менеджмента
Рабочая программа дисциплины
Рекламная стратегия
для образовательной программы Маркетинг
направления подготовки 38.04.02 Менеджмент
уровень магистр
Разработчик программы
Александровский С.В., к.э.н., доцент
saleksandrovskiy@hse.ru
Одобрена на заседании кафедры Маркетинга
«___»____________ 2015
Зав. кафедрой, М.А. Шушкин
_____________________
Утверждена
«___»____________ 2015
Академический руководитель образовательной
программы, С.В. Александровский
_____________________
Нижний Новгород – 2015
Настоящая программа не может быть использована другими подразделениями
университета и другими вузами без разрешения подразделения-разработчика
программы.
1. Краткое описание курса (Outline)
Дисциплина «Рекламная стратегия» представляет собой курс лекций и практик
(семинаров), посвященных разработке, реализации и оценке эффективности
рекламной стратегии с использованием современных инструментов и кейсов. Курс
поможет улучшить понимание и развить навыки критического мышления
студентов в области рекламы, новых медиа и рекламных метрик.
Курс состоит из еженедельных занятий (лекции, кейсы, дискуссии и проч.) и
группового проекта (разработка рекламной стратегии для бренда, компании,
продукта и т.п.).
В результате освоения курса студент:
-
изучит инструменты разработки, реализации и оценки эффективности
рекламной стратегии;
-
научиться применять инструменты разработки и оценки эффективности
рекламной стратегии;
-
получит практический опыт использования инструментов разработки
рекламной стратегии.
2. План курса (Syllabus)
Трудоемкость дисциплины (З.Е) – 4
№ Название раздела
Всего
часов
Аудиторные часы (контактная
работа обучающихся с
преподавателем)
Семинар СамостояЛекци
ы
тельная
и
работа
2
4
8
1
Ключевые понятия курса
14
2
Разработка рекламной стратегии
38
6
6
26
3
Творческая и медийная стратегия
38
4
8
26
4
Оценка эффективности рекламы
54
6
12
36
Итого
144
18
30
96
3. Требования к уровню знаний студентов (Prerequisites)
Изучение дисциплины «Рекламная стратегия» базируется на следующих
дисциплинах: Бренд-менеджмент (Brand management), Поведение потребителей
(Consumer Behavior), Стратегии в менеджменте: маркетинговые стратегии и
развитие бизнеса, Методы научных исследований: исследования в маркетинге.
4. Преподаватель (Author)
Александровский С.В., к.э.н., доцент кафедры маркетинга saleksandrovskiy@hse.ru
5. Тип экзамена (Examination type)
Тип
контроля
Форма контроля
2 год
Текущий
(неделя)
Домашнее задание
6
Итоговый
Экзамен
*
Параметры
1
Критика кейсов победителей
рекламных фестивалей.
Письменный отчет;
Групповой проект. Письменный
отчет и устная презентация.
Все оценки будут выставлены по шкале от 0 до 10, где 10 – максимальная оценка,
0 – минимальная.
Накопительная = 0.5 * Домашнее задание + 0.5 *Оценка за работу в аудитории
Итоговая оценка = 0.6 * Накопительная + 0.4 * Экзамен
Оценка за работу в аудитории состоит из оценок за участие в дискуссия и оценок
за выполнение заданий для работы в аудитории.