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Course Details

Title Introduction to Advertising
Field of Study Communication, Media
Professor Jooyoung Kim (jykim@uga.edu)
Type Academic course
Delivery Type Online Track (100% online course): Pre-recorded
Credits 3
Contact hours 45
Schedule N/A Recorded
Course code JOU2001
Course number 18034
Description

This course covers essential topics related to advertising as business tool and social phenomenon.

Objective

Students will learn the principles of advertising, including its planning and management, which include: (1) analyzing companies and markets, (2) studying consumers’ attitude and behavior, (3) selecting the market to serve, (4) branding a product or service, and (5) communicating the positioning message to consumers.

Preparations

Should be able to write and understand texts in English. No pre-knowledge is needed.

Materials: All texts and class materials will be provided via online sources.

Materials
Evaluation
Assignment
10%
Attendance
20%
Final
25%
Midterm
25%
Participation
20%
Lesson Plan
Class 1: Advertising: Definition and Roles
Class 2: Brand Communication: Principles
Class 3: How Brand Communication Works
Class 4: Segmenting and Targeting the Audience
Class 5: Strategic Research
Class 6: Strategic Planning
Class 7: Midterm Exam
Class 8: Creative Thinking and Storytelling Ideas
Class 9: The Creative Side of Advertising
Class 10: Media Basics
Class 11: The Principles and Practice of IMC
Class 12: Evaluating IMC Effectiveness
Class 13: Current Advertising Trends
Class 14: Final Exam
Class 15: Future of Advertising
Last Updated April 16, 2021
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