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

•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

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 workField 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 thinkingTeamwork

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.”