College: Media

The Advertising major focuses on the principles and practices of creating, managing, and evaluating advertising campaigns to promote products, services, or ideas. Students gain skills in market research, creative strategy, media planning, digital marketing, brand management, and campaign evaluation, preparing for careers in advertising agencies, marketing departments, media companies, and related fields.

Learning Objectives:

Understand the principles and history of advertising.
Develop skills in market research and consumer behavior analysis.
Learn creative strategy and campaign development.
Explore media planning and buying strategies.
Analyze digital marketing techniques and social media advertising.
Develop skills in brand management and positioning.
Gain practical experience through projects and internships.

Main Curriculum:

Introduction to Advertising - An overview of advertising principles, history, and industry trends.
Market Research and Consumer Behavior - Techniques for conducting market research and analyzing consumer behavior.
Creative Strategy and Campaign Development - Developing creative concepts and strategies for advertising campaigns.
Media Planning and Buying - Strategies for media planning and buying to reach target audiences.
Digital Marketing and Social Media Advertising - Techniques for creating and managing digital marketing campaigns and social media advertising.
Brand Management and Positioning - Principles of brand management, positioning, and identity development.
Advertising Ethics and Regulations - Understanding ethical considerations and legal regulations in advertising.
Advertising Production and Design - Techniques for producing and designing advertising materials, including print, digital, and video content.
Campaign Evaluation - Methods for evaluating the effectiveness of advertising campaigns using metrics and analytics.
Practical/Applied Training - Real-world experiences in advertising settings such as agencies, marketing departments, or media companies.
Capstone Project - A comprehensive project applying advertising skills, such as developing a full advertising campaign, conducting market research, or creating a digital marketing strategy.

Evaluation Methods:

Advertising principles and historical analyses
Market research and consumer behavior projects
Creative strategy and campaign development projects
Media planning and buying projects
Digital marketing and social media advertising projects
Brand management and positioning projects
Essays on advertising ethics and regulations
Advertising production and design projects
Advertising campaign evaluation reports
Practical training reports
Final projects and presentations

"Introduction to Advertising"
"Market Research and Consumer Behavior"
"Creative Strategy and Campaign Development"
"Media Planning and Buying"
"Digital Marketing and Social Media Advertising"
"Brand Management and Positioning"
"Advertising Ethics and Regulations"
"Advertising Production and Design"
"Campaign Evaluation"

Prerequisites:

Basic knowledge of marketing and communication and an interest in advertising and media.

Duration of Study:

The Bachelor's degree in Advertising typically takes 4 years to complete.

Certification:

Graduates can obtain certifications such as:

Google Ads Certification
Facebook Blueprint Certification
Hootsuite Platform Certification
Certified Professional in Market Research (PMC) from the Marketing Research Association (MRA)
Certifications in specific advertising and marketing tools and software

Target Audience:

Aspiring professionals in advertising, marketing specialists, media planners, creative directors, digital marketers, and professionals seeking careers in advertising agencies, marketing departments, media companies, and related fields. This major equips students with the creative and strategic skills necessary to excel in the field of advertising, supporting careers in various roles within advertising agencies, marketing departments, media companies, and related fields.