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Media & Strategy · Year 2 · 3 credit hours · 16 sessions

Media Advertising

This course examines advertising as a strategic communication tool within marketing. Students explore the advertiser–agency relationship, consumer insights, creative strategy, media planning, and production across print, broadcast, digital, and out-of-home media. Emphasis is placed on integrating creativity with research, planning, and execution to achieve communication objectives.

§ 01 By the end you can
  1. Explain the role of advertising within integrated marketing communications.
  2. Analyze audiences using segmentation, targeting, and buyer behavior insights.
  3. Develop advertising objectives, strategies, plans, and budgets.
  4. Create effective advertising concepts using copywriting and art direction principles.
  5. Plan and evaluate media strategies across multiple advertising channels.
§ 02 Sixteen sessions

The whole semester.

  1. 01Foundations of Advertising and Communication
  2. 02The Advertising Environment
  3. 03Advertiser–Agency Partnership and Agency Structure
  4. 04Audience Analysis and Buyer Behavior
  5. 05Segmentation, Targeting, and Positioning
  6. 06Advertising Research and Insights
  7. 07Advertising Objectives, Strategy, and Planning
  8. 08 · MidtermMarketing Plan and Advertising Plan
  9. 09Advertising Budgets and Resource Allocation
  10. 10Creativity in Advertising and Creative Strategy
  11. 11Copywriting and Art Direction
  12. 12Designing Print and Television Advertising
  13. 13Print Production, Mechanicals, and Printing
  14. 14Media Planning, Objectives, and Strategy
  15. 15Media Types: Print, Electronic, Direct, OOH, Supplementary
  16. 16Integrating Advertising with Sales Promotion and Other Tools

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Students will develop a complete advertising campaign demonstrating strategic planning, creative execution, and media integration.

Deliverables

  1. An advertising plan including objectives, target audience, strategy, and budget outline.
  2. Creative executions 3 print ads ( with copy and visuals) OR 1 TV/digital video ad.
  3. A media plan outlining channels, objectives, and scheduling rationale.

How it’s judged

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