3134 - Foundations of Advertising

Course Description

This course shows you how advertising fits into an overall marketing strategy, by combining proven principles with modern forms of communication and consumer engagement. Your instructor will combine lectures, readings, case studies, exercises and assignments to explore advertising strategy and principles. You'll see how advertising has responded to changing consumption patterns by exploiting new channels to target customers more effectively. You'll learn how to incorporate consumer insights into advertising strategy and the creative process, and how to measure your success.

Learning Outcomes

• Understand how advertising fits into a larger marketing/brand strategy.
• Incorporate consumer insights into advertising strategy.
• Get an overview of the creative development process.
• Explore different media channels, both digital and traditional.
• Plan and execute campaigns from first pitch to final evaluation.

This course may be applied towards the SCS Certificate(s) in

• Advertising : Required Courses
• Marketing : Elective, electives option 1, electives option 2, elective option 3
• Marketing - Advanced : Main Courses