ADVERTISING AND MARKETING

This course is an introductory study of theoretical and structural models of marketing communication and it involves the understanding and appreciation of proper strategies in advertising, creative and media as bases for effective advertising campaigns. Students will explore the role of advertising; marketing, planning, and researching in successful advertising, and the execution of advertising.

This course introduces students to the fundamentals of advertising and the role it plays today in marketing. Topics that are covered include: environment and business of advertising; targeting, and the marketing mix; communication and consumer behavior; account planning and research; the creative process; and media planning and buying. Additional emphasis is placed on platform specific advertising considerations for print, television, radio, and digital interactive media. Students will develop a comprehensive advertising campaign for a real and fundamental of global marketing.

No specific rules in this course, but communication is very important.

No requirement for this course

At the end of this course, the student should be able to: - demonstrate a knowledge of global marketing functions, as indicated by selected fundamental marketing examples on activities, projects, and assignments. 
- demonstrate preparation of evaluation tools for promotion and advertising campaigns, as indicated by suggested methods in projects, assignments, and tests.