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Advertising management
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Summary of the Profile
General Description:
Objective(s) of a study programme:
To prepare advertising management specialists who have the knowledge, skills, and competencies required to work in marketing departments of business companies, advertising and public relations agencies, media and advertising production companies; to independently analyse and research the market; to create, plan, and organize activities in the advertising business environment; to evaluate and control the performance of advertising companies; to communicate and collaborate in national and international settings; and to apply the skills acquired based on personal interests and needs.
Learning outcomes:
A1. Apply theoretical knowledge of marketing, economics, and management in professional activities.
B1. Research and analyse the advertising business environment.
C1. Provide sustainable creative solutions for marketing action planning.
C2. Develop and present an advertising campaign.
C3. Perform marketing process implementation functions to increase benefits for the organization.
D1. Communicate effectively, verbally and in writing, with specialists from various fields and stakeholders in national and foreign languages, and work professionally individually and in teams, adapting smoothly in a multicultural work environment.
E1. Engage in lifelong learning, strive for personal growth, and continuously improve professional competencies.
Activities of teaching and learning:
Creativity-enhancing methodology, situation analysis, discussions, interactive lectures, seminars, situation modelling, projects, independent work, individual and group tasks, literature studies, comparative analysis, simulation, advanced experience analysis, reflections.
Methods of assessment of learning achievements:
Cumulative assessment: interim evaluations (written and oral surveys), independent work, project or exam.
Framework:
Study subjects (modules), practical training:
Management (Management, Introduction to Integrated Marketing Communication, Change Management); Social Business Environment (Business Psychology, Business Law, Sociology); Marketing 1 (Fundamentals of Marketing, Digital Marketing, Market Research); Economics (Market Economics, Financial Accounting, Economic Statistics); Communication (Public Speaking, Speciality Language, Intercultural Communication and Networking); Advertising (Advertising Management; Advertising History; Brand Management and Positioning); Sustainable Development (Socially Responsible Business, Business Ethics and Etiquette, Labour Protection and Civil Security); Professional Internship; Project Management (Project Management, Individual and Organizational Creativity, Public Relations); Information and Communication Advertising Systems (Visual Communication, Social Networks, Informational Marketing Management Systems); Business Foreign Language; Advertising Management and Media Planning (Media Planning, Advertising Technologies, Advertising Budget in Business); Marketing 2 (Marketing Strategy, Consumer Behaviour, Sales); Free Elective Module; Graduation Internship; Graduation Thesis.
Optional courses:
Free Elective Module. Courses are selected from the list of free elective courses offered by Institution. The total number of credits for freely elective courses is 10.
Distinctive features of a study programme:
Solving real business and public sector problems; collaboration with the Lithuanian Marketing Association (LiMA) to ensure the quality of studies and update study modules according to market changes; application of the “Creative Platform” methodology developed by Danish researchers for solving creativity-related problems; educational trips to business and public organizations; guest lecturers from the business world and abroad; teamwork; project preparation and implementation; research work; working with the business simulation program SimVenture to acquire real skills applicable in business; working in an advertising lab with the latest equipment tailored for creative tasks; 24 weeks of practical experience in a real work environment, Erasmus+ studies and internships abroad.
Access to professional activity or further study:
Access to professional activity:
The acquired knowledge and skills provide the opportunity to work in advertising, public relations, media planning agencies, marketing departments of institutions, companies, and organizations, or to start one's own business.
Access to further study:
Graduates of Advertising Management study program can continue their studies in bachelor's and master's degree programs at universities in Lithuania and abroad.
