Transcript ppt - European Institute for Commercial Communications Education

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
• Course priorities
• Student requirements
• Evaluation of outcomes
• Students’ survey feedback
Environment
•Top advertisers 2006:
•1973: first advertising
– P&G 20 mio EUR,
agency in Slovenia: Studio
– Reckitt Benckiser
Marketing
– Henkel
•1992: foundation of
– Mobitel
Slovenian Advertising
•Media: total 160 mio EUR
Association (SOZ)
– TV 52%,
•Top communication
– print 33%,
agencies 2006:
– outdoor 8%,
– Pristop (28 mio EUR)
– radio 5%,
– Luna/TBWA,
– internet 2%
– Mayer Group,
•Top media agencies:
–OMD, PhD
– Futura DDB,
–MediaPool,
– Publicis Groupe
MediaPublikum
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
Projects in 2007
…and some recent projects…
Course priorities
Development of students’ communication skills (written
and verbal)
Problem solving skills (analytic and quantitative)
Strategic thinking
Teamwork
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
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 for implementation of their ideas after the
course is finished
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.”