BUS-229 Advertising

This course provides an in-depth look at the principles and practices of advertising. Students will explore advertising theory, media planning, creative development, digital advertising, data analytics, ethical considerations, campaign management, and emerging trends in the field

Credits

3

Lecture Contact Hours

3

Lab Contact Hours

0

Other Contact Hours

0

Semesters Course Will Be Offered

• Spring

Course Learning Outcomes

1. Understand the historical development and importance of advertising.
2. Analyze consumer behavior and develop effective advertising strategies.
3. Evaluate ethical and legal issues in advertising.
4. Evaluate digital advertising strategies, including social media and SEO (search engine optimization).
5. Identify and adapt to emerging trends in advertising.

View Course Outline

BUS 229: Advertising

Course Description

This course provides an in-depth look at the principles and practices of advertising. Students will explore advertising theory, media planning, creative development, digital advertising, data analytics, ethical considerations, campaign management, and emerging trends in the field

Credit Hours

3

Contact Hours

Lecture	3
Lab	0
Other	0

Semester(s) Course Will Be Offered

Spring

Course Learning Outcomes

1. Understand the historical development and importance of advertising.
2. Analyze consumer behavior and develop effective advertising strategies.
3. Evaluate ethical and legal issues in advertising.
4. Evaluate digital advertising strategies, including social media and SEO (search engine optimization).
5. Identify and adapt to emerging trends in advertising.

Topic Outline

1. Week 1: Introduction to Advertising
   • Overview of the course
   • History and importance of advertising
   • Assignment: Discussion Post - Reflect on a historical ad campaign and its impact.

2. Week 2-3: Advertising Theory and Strategy

   • Understanding consumer behavior and market segmentation
   • Developing advertising strategies
   • Case studies of successful strategies
   • Assignment: Case Study Analysis - Analyze a company's advertising strategy and target market.

3. Week 4-5: Media Planning and Buying

   • Types of media and the media planning process
   • Media buying strategies and budgeting
   • Assignment: Media Plan Project - Create a media plan for a hypothetical product.

4. Week 6-7: Creative Development

   • Basics of copywriting and visual design principles
   • The creative process in advertising and developing ad concepts
   • Assignment: Ad Concept Presentation - Develop and present a creative concept for an advertisement.

5. Week 8-9: Digital Advertising

   • Online advertising platforms and social media advertising
   • Search engine optimization (SEO) and content marketing strategies
   • Assignment: Digital Campaign Design - Design a digital advertising campaign for a specific brand.

6. Week 10-11: Data Analytics and Research

   • Conducting market research and data collection methods
   • Analyzing advertising data and measuring campaign effectiveness
   • Assignment: Research Report - Conduct market research on a chosen product and present the findings.

7. Week 12: Ethics and Legal Issues

   • Advertising regulations and laws
   • Ethical considerations in advertising
   • Assignment: Ethics Case Study - Evaluate an ethical dilemma in advertising and propose a solution.

8. Week 13-14: Campaign Management

   • Planning and managing advertising campaigns
   • Resource and timeline management
   • Evaluating campaign performance and adjusting strategies
   • Assignment: Campaign Project - Plan and manage a comprehensive advertising campaign.

9. Week 15: Emerging Trends

   • Latest trends in advertising technology
   • Adapting to changes in consumer behavior
   • Assignment: Trend Analysis - Research and present a report on a current trend in advertising and its potential impact.