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 Demonstrate an understanding of the core subfields of psychology — including but not limited to clinical, developmental, cognitive, social, and biological/neuroscientific psychology — and their interconnections with other scientific disciplines, critically evaluating the value of a multidisciplinary approach to scientific inquiry in psychology.
2. P02 Apply scientific methods, research techniques, measurement and psychometric principles (e.g., reliability, validity, scale development/adaptation), and quantitative/statistical reasoning to investigate psychological phenomena, recognizing methodological strengths, limitations, common reasoning fallacies, and the flaws of pseudoscience.
3. P03 Employ logical, intuitive, and creative thinking to analyze psychological concepts, evaluate theories (including their historical and philosophical development), synthesize information, and solve complex problems related to cognition and behavior.
4. P04 Integrate psychological theories and findings into practical settings (e.g., business, policy, clinical/counseling contexts, and daily life), applying foundational applied skills such as interviewing, observation, and case formulation, drawing meaningful conclusions to inform individual, organizational, and societal practices.
5. P05 Describe key ethical principles in psychological research and practice, critically applying these principles to dilemmas across academic, professional, and everyday contexts.
6. P06 Recognize how individual differences (e.g., beliefs, values, backgrounds) impact behavior and relationships; use psychological knowledge to prevent or resolve intercultural and interpersonal conflicts and promote inclusive, respectful interactions.
7. P07 Exhibit self-regulation and self-awareness, demonstrating a commitment to psychological well-being, effective time management, constructive incorporation of feedback, and ongoing personal and professional development.
8. P08 Collaborate effectively in diverse teams, demonstrating responsibility, bias awareness, conflict resolution skills, and leadership in achieving collective goals.
9. P09 Communicate psychological knowledge clearly and appropriately for academic, professional, and public audiences using inclusive language, both in written and oral formats, and by accurately summarizing and presenting research findings.
10. P10 Use information and communication technologies (including AI and digital media) responsibly and effectively for research, collaboration, and the dissemination of psychological knowledge.
11. P11 Embrace lifelong learning and adaptability in response to evolving psychological knowledge and societal needs, engaging with global perspectives and demonstrating intercultural awareness.

Po-Lo Matrix