Professional knowledge
At the comprehension level:
1. Marketing communication.
2. Brand communication models.
3. Principles of analysing the necessary resources.
4. Financial accounting.
5. Principles of analysing the necessary resources.
6. Risk assessment methods.
7. Organisational psychology.
8. Communication psychology.
9. Advertising process.
10. Personnel management and decision-making methods and models.
11. Processing and analysis of information.
12. Basics of persuasive communication.
13. Services marketing.
14. Basics of persuasive communication.
15. Formulation of objectives.
16. Brand components.
17. Brand positioning.
18. Sources of secondary data.
19. Consumer behaviour.
20. Hierarchy-of-Effects model.
21. Quantitative and qualitative research methods.
22. Quantitative and qualitative data analysis methods.
23. Marketing communication.
24. Classification and channels of advertising.
25. Segmentation strategies.
26. Audience response criteria.
27. Advertising effectiveness studies.
28. Impact of advertising.
29. Models of consumer behaviour.
30. Models of consumer response stages.
31. Brand components.
32. Basic principles of brand building.
33. Brand communication models.
34. Marketing communication.
35. Types and profiles of communication channels.
36. Local media landscape.
37. Methods for researching the audiences of communication channels.
38. Basic principles of setting communication channel goals.
39. Budgeting methods.
40. Principles of selecting communication channels.
41. Restrictions of laws and regulations.
42. Types and techniques of creative strategies.
43. Target audience insights.
44. Principles of creating a selling premise.
45. Types of messages.
46. Integrated marketing communication.
47. Objectives and tasks of advertising.
48. Basics of composition.
49. Colour psychology.
50. Corporate identity of the organisation.
51. Integrated marketing communication.
52. Consumer behaviour.
53. Objectives and tasks of advertising.
54. Basics of composition.
55. Colour psychology.
56. Text-formation in advertising.
57. Corporate identity of the organisation.
58. Methodology for creating a budget for advertising materials.
59. Media plans and schedules.
60. Integrated marketing communication.
61. Brand building principles.
62. Brand components.
63. Integrated marketing communication.
64. Strategic brand communication.
65. Brand building principles.
66. Brand components.
67. Marketing planning.
68. Development of the advertising idea.
69. Basics of advertising design.
At the application level:
1. Principles of planning the company’s marketing communication.
2. Brand communication planning principles.
3. Argumentation techniques.
4. Effective communication techniques.
5. Project management.
6. Time planning.
7. Planning of human resources.
8. Financial planning.
9. Team building.
10. Project management.
11. Time planning.
12. Planning of human resources.
13. Financial planning.
14. Argumentation techniques.
15. Management of advertising projects.
16. Effective communication techniques.
17. Team management.
18. Intercultural communication.
19. Preparation of reports.
20. Management of advertising project/ campaign documents. Public speaking.
21. Principles and tools for the preparation of a presentation.
22. Argumentation techniques.
23. Presentation skills.
24. Conducting of negotiations.
25. Models describing customer behaviour.
26. Customer relationship management.
27. Direct sales.
28. Resolution of conflicts.
29. Quantitative and qualitative research methods.
30. Quantitative and qualitative data analysis methods.
31. Market and consumer research.
32. Methods for analysing the statistical data.
33. Analysis and interpretation of data.
34. AIDA model.
35. Brand communication.
36. ‘Think-Feel-Do’ model.
37. Advertising register (share of voice, share of spending).
38. Types of segmentation.
39. Quantitative and qualitative research methods.
40. Quantitative and qualitative data analysis methods.
41. General audience metrics and terminology.
42. Advertising effectiveness measurement methods (surveys, web analytics, possibilities of third-party measurement tools, etc.) and metrics (real users, unique visitors, bounce rate, viability, etc.).
43. Advertising effectiveness assessment methods.
44. Statistical data analysis methods.
45. Quantitative and qualitative data analysis methods.
46. Principles of selecting and evaluating the target audience.
47. Identification of the target audience profile.
48. Building and management of consumer attitudes.
49. Analysis of advertising goals.
50. Methods for setting measurable and achievable objectives.
51. Analysis and evaluation of audience research data.
52. Use of the results of communication channel audience research.
53. General audience metrics and terminology.
54. Justification of the selection of communication channels.
55. Indicators of the reach of communication channel audience and cost-effectiveness.
56. Stages of the development of communication channel plans and information to be included in the plans.
57. Alignment of goals and messages.
58. Methods for creative thinking.
59. Laws and regulations influencing the advertising message.
60. Advertising ethics.
61. Integrated marketing communication plan.
62. Business communication.
63. Project coordination.
64. Principles of developing the advertising idea.
65. Methods for creative thinking.
66. Message testing.
67. Technical specifications for the preparation of message formats.
68. Message testing.
69. Methods for evaluating the impact of advertising.
70. Advertising design principles.
71. Advertising tools and technologies.
72. Principles of creating digital content.
73. Formats of advertising materials.
74. Planning of advertising.
75. Advertising estimates.
76. Technical specifications and deadlines for the delivery of advertising materials.
77. Brand positioning.
78. Brand communication.
79. Argumentation skills.
80. Principles of building and managing brand identity.
81. Argumentation skills.
82. Principles of building and managing brand identity.
83. Argumentation skills.
84. Application of brand visual identity in advertising materials.
85. Advertising techniques and channels.
86. Basics of preparing advertising materials.
87. Argumentation skills.

General knowledge
At the concept level:
1. Laws and regulations, and professional standards governing the specific field.
2. Organisation of the labour protection system.
At the comprehension level:
1. General and communication ethics.
2. Basic principles of circular economy.
3. Possibilities and potential risks of multimedia information technologies.
4. Security of electronic information and data protection (GDPR).
5. Social and political structure of society.
6. Social diversity and the principle of equality.
7. Intercultural interaction.
8. Media, their policy, and functions.
9. Planning and adoption of decisions.
10. Appropriate vocabulary in at least two foreign languages.
11. Basics of intercultural communication.
At the application level:
1. Requirements of laws and regulations, and standards governing the field.
2. Norms of employment relationship.
3. Requirements laid down in the laws and regulations on labour protection.
4. Requirements of field-specific ethical standards.
5. Professional ethics.
6. Requirements of laws and regulations governing the civil defence and environmental protection.
7. Multimedia for ensuring organisational communication with diverse target audiences.
8. Information technologies for data processing, analysis, and management.
9. Security in the digital environment, tools and applications.
10. Applied communication.
11. General and professional ethics.
12. Principles of promoting sustainable development of society.
13. Information search techniques and strategies.
14. Methods for evaluating the quality and reliability of information content.
15. Motivation and learning strategies.
16. Planning of education, career, and progress of work.
17. Time planning.
18. Planning of personal development and lifelong learning.
19. Analysis of the scientific and research activity.
20. Scientific articles and field-specific professional guidelines.
21. Extensive and appropriate vocabulary in Latvian.
22. Very good Latvian language spelling and grammar skills at the user level.
23. Professional terminology.

Professional skills and attitudes
1. To understand and analyse the constituent elements of the work task of an advertising project/ campaign.
2. To prepare clarifying questions for the company management and the customer about the work task in order to implement the advertising project/campaign.
3. To understand the financial, human, time, and material resources required for the advertising project/ campaign.
4. To form a team to implement the advertising project/ campaign.
5. To develop the budget and estimates for the advertising project/ campaign while ensuring effective use of resources.
6. To develop a timeline for the advertising project/ campaign.
7. To prepare and provide information on the development of the timeline and budget for the advertising project.
8. To provide well-reasoned arguments for own opinion.
9. To work in the advertising project/ campaign team and individually.
10. To manage the advertising project/ campaign team and motivate them to achieve goals. To inform and co-ordinate the progress of the advertising project/ campaign and the changes, if any.
11. To prepare reports on the progress of the advertising project/ campaign.
12. To identify the necessary corrections for the advertising project/ campaign and develop proposals for advertising project/campaign corrections.
13. To summarise and analyse information on the progress of the advertising project/ campaign. To draw up reports on the implementation of the advertising project/campaign.
14. To develop documentation on the operations performed in the advertising project/ campaign and their accumulation.
15. To present advertising projects/ campaigns to different audiences.
16. To be familiar with the nature and methods of customer relationship management.
17. To lead the sales negotiation process of advertising projects.
18. To set goals and achieve them during the sales process of advertising projects.
19. To be familiar with the sources of primary data.
20. To conduct brand positioning research and summarise the results.
21. To process and interpret research results.
22. To be familiar with the sources of secondary data.
23. To perform the statistical processing of data.
24. To conduct brand category research and summarise the results.
25. To analyse the media advertising market for the brand category.
26. To analyse competitor advertising communication and investments.
27. To apply appropriate quantitative and qualitative research and data analysis methods.
28. To analyse and evaluate the characteristics of audience segments.
29. To analyse and interpret the results of research of various audience segments.
30. To select appropriate tools and methods for evaluating advertising activities.
31. To evaluate the communicative and economic effectiveness of advertising.
32. To analyse and evaluate the results of research of various audiences.
33. To identify priority target audiences for developing advertising strategies.
34. To create a profile of the target audience.
35. To set advertising goals.
36. To study the target audience.
37. To study brand positioning.
38. To understand the advertising communication objectives.
39. To analyse media and communication channel options.
40. To evaluate the structure, development trends, and audience of Latvian media advertising market.
41. To set goals for advertising communication channels.
42. To determine the most appropriate combination of advertising communication channels.
43. To select advertising communication channels.
44. To prepare the plan and budget for advertising communication channels.
45. To identify research-based customer insights.
46. To set the advertising message objectives.
47. To define the selling premise.
48. To define an advertising message that corresponds to the brand idea and appeals to the target audience in order to achieve the advertising goals.
49. To be well-versed in marketing communication methods, tools, and their application. To communicate with other service providers in order to ensure integrated marketing communication.
50. To organise the development of a creative concept for the implementation of advertising goals within the scope of the advertising message strategy,
51. To create creative solutions relevant to the characteristics of the target audience and the concept.
52. To prepare creative solutions in conformity with the communication channel strategy.
53. To understand and be able to think creatively about the visual and textual layout.
54. To assess the impact of the means of figurative expression on the target group.
55. To assess the relevance of the advertising idea to the advertising goal and brand positioning.
56. To organise the preparation of the necessary advertising materials.
57. To be familiar with the tools for the creation of audio-visual content.
58. To assign tasks to advertising material developers.
59. To plan the time and budget for the development of advertising materials.
60. To organise the communicative direction of advertising materials
61. according to the plan and budget for advertising communication channels.
62. To participate in the development of company’s brand positioning.
63. To participate in the development of company’s unified brand identity guidelines.
64. To participate in the implementation of company’s unified brand identity.
65. To participate in the conceptual refinement of brand identity while keeping up with the changes in company’s marketing development. To be well-versed in the modern techniques and methods for creating the brand identity.
66. To be well-versed in and use advertising techniques.
67. To develop an advertisement based on the company’s brand identity guidelines.
General skills and attitudes
1. To understand the sector-specific standards, documentation, and terminology.
2. To apply the necessary governing laws and regulations, and standards to solve an issue.
3. To organise the workplace in conformity with the requirements of the laws and regulations on labour protection.
4. To comply with the labour protection requirements. To identify the potential risks when completing tasks.
5. To observe the norms of employment relationship.
6. To adhere to the principles of general and professional ethics.
7. To apply field-specific standards of professional ethics.
8. To apply the requirements of the laws and regulations on the civil defence and environmental protection.
9. To use multimedia and information and communication technology tools and services.
10. To search and summarize the obtained information.
11. To ensure the use of various multimedia when performing the daily duties. To store electronic documentation and data.
12. To prepare and to publish presentation materials.
13. To be tolerant of different opinions and reach a compromise.
14. To acquire, critically evaluate, and analyse information by assessing its usefulness and reliability.
15. To conduct the media selection.
16. To assess own professional experience. To understand the learning needs for career growth.
17. To acquire new knowledge and experience independently.
18. To keep up with industry developments and to select and use the available sources of professional information to acquire new knowledge.
19. To conduct research work.
20. To apply the acquired knowledge in the professional activity.
21. To communicate orally and in writing in various professional situations and environments. To use professional terminology.
22. To freely discuss various topics and outline them clearly and in a well-argued manner.
23. To present professional issues both in professional environment and for various audiences.

Professional competences
1. Ability to justify the opinion in a well-argued manner.
2. Ability to achieve mutual understanding about the work task.
3. Ability to identify the necessary human, time, financial, and material resources for the advertising project/ campaign.
4. Ability to make decisions while ensuring effective use of resources.
5. Ability to plan the necessary
6. human, time, financial, and material resources for the advertising project/ campaign.
7. Ability to manage the progress of the advertising project/ campaign.
8. Ability to work in the advertising project/ campaign team and individually.
9. Ability to manage the work of the advertising project/ campaign team. Ability to monitor
10. the progress of the advertising project/ campaign and assess its conformity with the work task. Ability to monitor the budget outturn of the advertising project/ campaign.
11. Ability to explain the changes occurred during the advertising project/ campaign.
12. Ability to identify the need for corrections in the advertising project/ campaign.
13. Ability to develop proposals for corrections in the advertising project/ campaign in changing situations.
14. Ability to prevent and resolve conflict situations.
15. Ability to create a positive work environment.
16. Ability to summarise and analyse information on the progress of the advertising project/ campaign.
17. Ability to prepare a report for company management and the customer on the performance of the work task.
18. Ability to manage the documentation of the advertising project/ campaign.
19. Ability to create presentations on the advertising project/ campaign.
20. Ability to explain and convince others of the advantages of the presented advertising project/ campaign.
21. Ability to apply the latest technologies and be familiar with the basic principles of creating presentations.
22. Ability to set and achieve sales targets for advertising projects.
23. Ability to determine the positioning of competitor brands.
24. Ability to research and analyse sales results and market share.
25. Ability to identify and describe the brand communication results.
26. Ability to evaluate competitor advertising communication within the scope of the respective brand category.
27. Ability to apply the appropriate research and data analysis method.
28. Ability to use research results for the intended purpose.
29. Ability to assess the advertising effectiveness. Ability to explain
30. the causes and consequences of advertising effectiveness/ ineffectiveness.
31. Ability to develop proposals for increasing advertising effectiveness.
32. Ability to determine the optimal target audience for advertising by justifying the choice.
33. Ability to set advertising goals based on the research of the consumer audience, brand positioning, and communication.
34. Ability to prepare a real and measurable advertising communication channel strategy implementable within a specified time period in conformity with the set goals and budget.
35. Ability to prepare an advertising communication channel plan that includes the key audience reach and cost-effectiveness indicators.
36. Ability to prepare an powerful advertising message strategy relevant to the advertising goals, consumer knowledge, and brand positioning.
37. Ability to ensure the inclusion of advertising strategy in the integrated marketing communication plan.
38. Ability to organise the development of creative advertising ideas in line with advertising goals, characteristics of the target audience, and the selected communication channel strategy.
39. Ability to analyse, critically evaluate, and select the most appropriate creative advertising solution.
40. Ability to assess the relevance of the creative solution to the advertising goals.
41. Ability to organise the production of creative advertising solutions in the appropriate formats for selected communication channels.
42. Ability to organise the placement of advertising materials in advertising communication channels.
43. Ability to participate in the process of developing the company’s brand positioning.
44. Ability to participate in the process of developing and implementing the company’s unified brand identity guidelines.
45. Ability to develop proposals for improving the company’s identity concept, while keeping up with the changes in the company’s business and marketing development.
46. Ability to implement and co-ordinate the advertising development process, while observing the company’s brand identity guidelines.
General competences
1. Ability to comply with the requirements of the laws and regulations governing the field.
2. Ability to observe the employment relationship.
3. Ability to perform work tasks while complying with the labour protection requirements.
4. Ability to understand and adhere to the norms and standards of general and professional ethics.
5. Ability to perform professional duties while complying with the requirements of the laws and regulations on civil defence and environmental protection.
6. Ability to use multimedia and information and communication technologies in carrying out the professional activity.
7. Ability to assess the risks associated with the use of information and communication technologies.
8. Ability to demonstrate personal, social, civic, interpersonal, and intercultural skills.
9. Ability to create social dialogue and promote the building of the company’s reputation.
10. Ability to work in high-stress situations.
11. Ability to understand, evaluate, and analyse the acquired information.
12. Ability to organise oneself, continue learning and self-education in the professional field by assuming responsibility, and to develop personal skills.
13. Ability to keep up with changes in the marketing, communications, and advertising industry, as well as the latest research and publications.
14. Ability to impeccably communicate in the official language both orally and in writing, as well as in at least two foreign languages.
15. Ability to communicate, write, read, work, and speak fluently in the official language.
16. Ability to communicate, write, read, and speak fluently in at least two foreign languages while understanding and using professional terminology and concepts.