Overview
Aims
Preparing graduates with knowledge, skills and competencies for being able to become a Strategic Planner, a Media Planner, and a Creative Advertising & Marketing Communication profession.
Preparing graduates with knowledge, skills and competencies for being able to become a Strategic Planner, a Media Planner, and a Creative Advertising & Marketing Communication profession.
Preparing graduates with knowledge, skills and competencies for being able to become a Strategic Planner, a Media Planner, and a Creative Advertising & Marketing Communication profession.
Course contents
1. The concept of advertising and communication mix 1.1. Definition of advertising 1.2. Advertising promotional mix 2. Advertising Agency 2.1. Definition, categories and structure 2.2. Advertising Agency Departments 3. Image and Message in Advertising 3.1. The Functions and the elements of Image 3.2. Brand and image 3.3. Message in advertising 4. Advertising methods: prints, TV advertising, on-line advertising, outdoor advertising 4. Planning and Strategy in Advertising 5. Media Advertising 6. BTL Advertising
Learning outcomes
Graduates of this course will have the ability in the field of Account Management Advertising & Marketing Communications independently or in a team. Being able to conduct a marketing research and advertising to produce Material & Production Promotion Advertising & Marketing field communications.
Assessment
Written test examination - 70%, Verification during the semester (project) - 30%.