Advertising Strategies in Media

Course NameAdvertising Strategies in Media
Course CodeFMS368
DescriptionThe course will identify and analyze the key concepts, techniques and models used in modern advertising and marketing communication. The course will challenge students to apply these concepts while creating their own advertisements.
Learning OutcomesUpon completion of this course, students should be able to:
– Understand the principles of advertising and its role as a tool of marketing communications;
–Analyze and demonstrate an understanding of core marketing strategy principles (segmentation, targeting and positioning) and how they correspond with the advertising practice;
– Understand the differences between traditional and online advertising and how to best connect them;
– Understand the role of media in creative advertising;
– Understand the role of ethics in advertising;
– Identify and explain what makes a “great” ad;
– Evaluate and respond to the various ethical and legal issues related to advertising.
SchoolSchool of Journalism, Media, and Visual Arts
Number of credits (US / ECTS)3 US / 6 ECTS