Advertising

Aims of the course

- Deepen the knowledge to differentiate advertising from other forms of marketing communications and the integration with other forms of related marketing communications.
- Passing on knowledge for efficient and effective management and implementation of advertising.
- Develop ability to formulate strategies, planning, implementation and evaluation of advertising strategies.

Course syllabus

1. Advertising in Business and Society
1.1. Evolution of Advertising
1.2. Advertising Dimensions
1.3. Advertising system (Structure of Advertising Industry)
2. Analyzing the Advertising Environment
2.1. Advertising and Consumer Behavior
2.2. Advertising Research
3. Strategic advertising planning
4. Creative Strategy Planning
5. Creative Strategy Execution
6. Media Strategy
6.1. Conventional and "new" media
6.2. Advertising Media Planning
7. Measuring Advertising Effectiveness
8. Ethical and Regulatory Aspects of Advertising

Course director(s)

No description

 
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