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Schedule

Day

Date

The program of lectures and other activities

 

1

04.05.2014

(Sunday)

Arrival of students and teachers from partner universities.

 

2

05.05.2014

(Monday)

2h – Official opening, presentation of organizers, university, etc. Presentation of delegations, dividing people into international teams and assigning them to organizations with which they will cooperate to promote them. Introduction to the project

2h – Lecture: Adwords promotional campaign – elements of advertising campaign, basic indicators of efficiency and rules to follow.

4h – Lecture: Social exclusion as global problem

3h – International Buffet in the evening: every delegation will prepare stands with their national cuisine and present their cultures. Integration party after the buffet.

3

06.05.2014

(Tuesday)

4h – Lecture: Internet marketing environment and specificity of advertising on Internet. Creating AdWords account.

3h -Workshop: Preparation of real advertising campaign on the Internet for cooperating non-profit organizations. Creations of reporting blogs for every team for supervising their development during IP. Creation of first advertisements, preparation of teams’ budgets and first entries on blogs.

4

07.05.2014

(Wednesday)

4h – Lecture: Optimization of advertising campaign.

3h – Workshop: First optimization decisions and development of teams’ campaigns. Entries to blogs.

5

08.05.2014

(Thursday)

1h – Lecture: Ethics in advertisement.

1,5h – Workshop: 3 student teams present non-profit organizations for which they conduct advertising campaigns.

1,5h – Lecture: Developing advertising campaign in AdWords.

3h – Workshop: Optimization decisions and development of teams’ campaigns. Entries to blogs.

6

09.05.2014

(Friday)

2h – Lecture: Types of behaviors of search engines uses. Tools for trends analysis and forecasting users’ behavior.

1,5h – Workshop: 3 student teams present non-profit organizations for which they conduct advertising campaigns.

4h – Workshop: Optimization decisions and development of teams’ campaigns. Entries to blogs.

7

10.05.2014

(Saturday)

Entertainment

8

11.05.2014

(Sunday)

Entertainment

9

12.05.2014

(Monday)

2h – Lecture: Advanced methods of managing an AdWords campaign – ROI, customer’s value and bids’ management.

1,5h – Workshop: 3 student teams present non-profit organizations for which they conduct advertising campaigns.

3h – Workshop: Optimization decisions and development of teams’ campaigns. Entries to blogs.

10

13.05.2014

(Tuesday)

1,5h – Lecture: Advanced aspects of advertising campaign aimed at content network.

2h – Workshop: 4 student teams present non-profit organizations for which they conduct advertising campaigns.

3h – Workshop: Optimization decisions and development of teams’ campaigns. Entries to blogs.

11

14.05.2014

(Wednesday)

2h – Lecture: Use of Google Analytics tool while optimizing AdWords campaign. Use of AdWords Editor tool for managing sophisticated campaigns.

2h – Workshop: 4 student teams present non-profit organizations for which they conduct advertising campaigns.

3h – Workshop: Optimization decisions and development of teams’ campaigns. Entries to blogs.

12

15.05.2014

(Thursday)

3h – Lecture: Use of PR and advertisement in social media. Contextual advertising on facebook.

2h – Lecture: Preparation final reports – methods, rules and ethical aspects.

3h – Workshop: Optimization decisions and development of teams’ campaigns. Entries to blogs.

13

16.05.2014

(Friday)

2h – Lecture: Soft skills and presentation skills – preparation of teams to professional presentation techniques.

4h – Presentations of final reports to organizers and non-profit organizations.

2h – Final Ceremony. Presentations of best performing teams and their strategies. Summary of the project and awarding diplomas.

14

17.05.2014

(Saturday)

Departures of students and teachers from partner universities