PRINCIPLES OF ADVERTISING

Course Description

This course examines advertising as a form of communication in modern society. Students will analyse the different roles of advertising, such as an economic force and a form of cultural representation with strong social implications. The course requires the students to read, watch, analyze and discuss a variety of advertisements and commercials. In an interactive class atmosphere and a creative learning environment, students will have the opportunity to focus on advertising not only as a marketing tool that helps reinforce brand loyalty and product consumption, but also as a cultural product which is an indispensable part of contemporary popular culture.

PRINCIPLES OF ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Students learn the different roles of advertising in modern societies
2. 02 Understand how advertising is used as a marketing tool that helps reinforce brand loyalty and product consumption
3. 03 Learn that advertising is a cultural product which is an indispensable part of contemporary popular culture
4. 04 Learn about the historical development of advertising

Course Syllabus

Reference Books & Course Materials

1. 01 M: ADVERTISING, 2018. 3rd Edition. William F. Arens, David H. Schaefer, Michael F. Weigold. Copyright © 2018 by McGraw-Hill Education.
2. 02 Advertising: strategy, creativity and media. 2013. Chris Fill, Graham Hughes, Scott De Francesco, Pearson Education Ltd, Pearson Education Ltd.

Learning Outcomes

1. L01 Recognize(2) different roles advertising plays in modern societies. SOLO 2
2. L02 Define(2) advertising as an important marketing tool that encourage more contact and reinforce brand loyalty. SOLO 2
3. L03 Distinguish(4) different message types for different product categories and services. SOLO 4
4. L04 Assess(5) attractive advertising message for selected target market to pursue. SOLO 5
5. L05 Evaluate(5) old and new advertising and media plans for new decisions. SOLO 5

Program Outcomes

1. P01 1. Gained the necessary skills to learn and adopt a spirit of continuous learning in their professional life.
2. P02 2. Developed various skills by working independently via specific learned techniques that both triggered individual efforts and encouraged collaborative work.
3. P03 3. Acquired the essential knowledge and skills to apply key theories, models and applications within the global business context.
4. P04 4. Adopted and applied critical and strategic thinking together with research capabilities for efficient and effective business decisions.
5. P05 5. Utilized and managed ethically information technologies required for contemporary business world.
6. P06 6. Been equipped with conceptual and analytical skills necessary for team work within global organizations.
7. P07 7. Displayed their learnt communication skills that are required to effectively interact in a cross cultural and diverse international work environment.
8. P08 8. Applied their acquired knowledge within the changing work environment.
9. P09 9. Developed an understanding of ethical perspectives and social responsibilities to be used at work and in personal life.

Po-Lo Matrix