INTRODUCTION TO ADVERTISING

Course Description

This course is designed to introduce students to the basic concepts, theories and historical development of advertising as a form of communication in modern society. The course analyses the different roles of advertising, such as an economic force and a form of cultural representation with strong social implications. Students are expected to read, watch, analyze and discuss a variety of advertisements and commercials as part of the course. 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.

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

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix