OBJECTIVES

The primary objective of the course is to improve skills for advertising. This may be relevant when you hire an ad agency, plan an ad campaign yourself, consult about advertising, or work with advertising people within a firm.

Topics covered include the nature of communication and advertising, the role of advertising in the promotional mix, and the development of the advertising strategy: analysis of the target audience, objective setting, budgeting, message and media decisions, and measuring effectiveness. International advertising and ethical issues are also studied.

The course will provide students with a good understanding of what communication and advertising are and help them understand the communication tools for the marketer. It will help them understand the theories of communication and enable them to set up a communication strategy.

COURSE CONTENT

These sessions will cover the following issues to name but a few: 

Building a strong brand 
The communication mix, The different levels and forms of communication 
Models of Attitude and Behaviour change
International advertising management
Integrated communication · Creation and advertising ...

Full course content availlable upon request.