|Title||Introduction to Advertising|
|Field of Study||Communication, Media|
|Professor||Jooyoung Kim (email@example.com)|
|Delivery Type||Online Track (100% online course): Pre-recorded|
This course covers essential topics related to advertising as business tool and social phenomenon.
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.
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.
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|