Introduction to Advertising - Prof. Joo Young Kim | Hanyang International Summer School

Title	Introduction to Advertising
Field of Study	Media
Type	Academic course
Credits	3
Contact hours	45
Schedule
Course code	JOU2001
Course number
Description	This course covers essential topics related to advertising as business tool and social phenomenon. Week 1 Day 1 Introduction to the world of advertising Day 2 Advertising: Definition and Roles Day 3 Brand Communication Day 4 How Brand Communication Works Week 2 Day 1 Segmenting and Targeting the Audience Day 2 Strategic Research Day 3 Strategic Planning Day 4 Midterm Exam Week 3 Day 1 Creative Thinking and Storytelling Ideas Day 2 The Creative Side of Advertising Day 3 Media Basics Day 4 The Principles and Practice of IMC Week 4 Day 1 Evaluating IMC Effectiveness Day 2 Current Advertising Trends Day 3 Final Exam Day 4 Future of Advertising
Objective	Students will learn the overall principles of advertising, planning and management, which include: (1) analyzing companies and markets, (2) studying consumers’ ttitude and behavior, (3) selecting the market to serve, (4) branding a product or service, and (5) communicating the positioning message to consumers.
Preparations	N/A
Materials	Introduction to Advertising syllabus 2019
Evaluation	Participation 40% Assignment 20% Midterm exam 25% Final exam 25%
Last Updated	January 23, 2020
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Introduction to Advertising – Prof. Joo Young Kim