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COURSE DESCRIPTION AND OBJECTIVES:
This course is designed to help you learn the concepts and tools you need to prepare, evaluate, and manage an advertising campaign from the marketing (or advertising) manager's viewpoint. By the end of the semester, you should:
1) Be familiar with basic concepts and models used for developing an advertising campaign.
2) Learn about three major aspects of advertising (i.e., research, media planning, and creative strategy) and how to utilize your learning to create effective advertising.
3) Be able to demonstrate thorough understanding of advertising so that you can critically assess the effectiveness of an advertising campaign and be able to develop an advertising management plan that will help management achieve their marketing challenges.
METHOD:
Discussion will be the primary learning method of the course. Lectures will be provided to cover important issues in advertising, and videotapes and/or guest speakers will also be included frequently. You will be given a weekly study guide containing discussion questions and/or issues, and/or homework you are expected to do.
PARTICIPATION:
All students should come to class prepared to discuss/debate/ support/refute the material under consideration for the day's class. Note that as shown in the Course Outline, the number of chapters assigned for each week is varied. Thoughtful and conscientious participation in this class is required of all students. Both quantity and quality of your participation matter because the primary goal of this requirement is to ensure that the student become comfortable with the language and ideas related to advertising. Keep reminding yourself throughout the semester that your participation accounts for 15 percent of your final grade. Whenever it becomes evident that the majority of students fail to come to class prepared for discussion, I reserve the right to give an unannounced quiz.
Hae-Kyong Bang, Hae-Kyong Bang
Copyright © 20000, Hae-Kyong Bang. All rights reserved.
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