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Advertising Education in Central and Eastern Europe: A Case Study

Advertising Education in Central and Eastern Europe: A Case Study. Vesna Zabkar, Ph.D. Associate Professor of Marketing. Overview. Environment Course design: Undergraduate course on Advertising and marketing communication at the University of Ljubljana, Faculty of Economics

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Advertising Education in Central and Eastern Europe: A Case Study

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  1. Advertising Education in Central and Eastern Europe: A Case Study Vesna Zabkar, Ph.D. Associate Professor of Marketing

  2. Overview • Environment • Course design: Undergraduate course on Advertising and marketing communication at the University of Ljubljana, Faculty of Economics • Course priorities • Student requirements • Evaluation of outcomes • Students’ survey feedback

  3. 1973: first advertising agency in Slovenia: Studio Marketing 1992: foundation of Slovenian Advertising Association (SOZ) Top communication agencies 2006: Pristop (28 mio EUR) Luna/TBWA, Mayer Group, Futura DDB, Publicis Groupe Top advertisers 2006: P&G 20 mio EUR, Reckitt Benckiser Henkel Mobitel Media: total 160 mio EUR TV 52%, print 33%, outdoor 8%, radio 5%, internet 2% Top media agencies: OMD, PhD MediaPool, MediaPublikum Environment

  4. Course design: Advertising and marketing communication • Project-based course • Purpose: Deliver basic knowledge on elements of integrated marketing communication program • Present analysis, methods and approaches to develop integrated marketing communication program • Active participation of students in lectures and exercises • Small group work • Field work (interviewing, observation) • Guest lectures

  5. Projects in 2007

  6. …and some recent projects…

  7. Course priorities • Development of students’ communication skills (written and verbal) • Problem solving skills (analytic and quantitative) • Strategic thinking • Teamwork

  8. Student requirements • Project: Integrated marketing communications plan (with brief from partner companies) • Lectures, exercises, consultations • Final grade composition: project (0.50), written exam (0.50) • Following developments in the field in Slovenia and across borders • Literature: • De Pelsmacker, Geuens, van den Bergh: Marketing Communications: a European Perspective, 2004, FT Prentice Hall • Belch, Belch: Advertising and Promotion. An Integrated Marketing Communications Perspective, McGrawHill, 2004 • Course web page: www.ef.uni-lj.si/predmeti/tk

  9. Evaluation of outcomes • Trial presentations of projects in class in front of colleagues and professor/T.A. • Competition-based project • In-site presentation for marketing managers, brand managers and marketing communication managers in partner companies • Comment from presentation 2007: “Fresh ideas, excellent understanding of personality of selected brands, integrated approach..” • Some groups stay forimplementation of their ideas after the course is finished

  10. Students’ survey feedback • “The course is interesting and practical because we work on projects for selected companies and learn a lot doing it” • “I like the course very much. To carry out a project is experience of very high value. I am glad that all teachers put so much effort into it (to enable us with cases, guests etc.)” • “I fancy the course because it gives mostly practical knowledge. I liked guests at lectures. I think most of the courses should be organized according to this one.”

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