ADVERTISING

Course Description

This course introduces the fundamental principles and practices of advertising within contemporary marketing environments. It examines the role of advertising in integrated marketing communications and explores how brands develop persuasive messages to reach target audiences across traditional and digital media. Students will learn key concepts such as audience analysis, positioning, creative strategy, copywriting, media planning, and campaign evaluation. The course also addresses ethical considerations, regulatory issues, and the impact of emerging technologies on advertising effectiveness. By the end of the course, students will be able to critically analyze advertising campaigns and design basic strategic advertising plans.

ADVERTISING

Evaluation Tools (Active Term)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Belch, G. E., & Belch, M. A. (2020). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw Hill.

Learning Outcomes

1. L01 Assess the importance and role of advertising in the corporate marketing strategy SOLO 4
2. L02 Evaluate the role of the advertising agency in the design of successful advertising programs SOLO 4
3. L03 Construct a market targeting plan (segmentation, targeting and positioning) SOLO 5
4. L04 Study and evaluate the nature and role of various media vehicles in disseminating marketing messages SOLO 4
5. L05 Appraise the advantages and disadvantages of each type of media as communication methods incorporated in an integrated media strategy SOLO 4
6. L06 Design and evaluate an advertising campaign SOLO 5
7. L07 Build an integrated marketing communications campaign 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